India's leading e-retailer Flipkart has entered into a strategic partnership with Euronet India for electronic transactions and payments, a company spokesperson confirmed Tuesday.

 

 "The partnership felicitates Euronet to distribute digital gift codes as payment instruments to our registered users to purchase products online as an alternative to offline transactions," the spokesperson said quoting from an Euronet statement.

 

 The US-based Euronet facilitates payments the world over and serves as a link among its partners, including financial institutions, retailers, service providers and end-consumers locally and globally.

 

 The tie-up also enables Flipkart customers to gift the digital codes to others or use them to purchase goods for their consumption.

 

 "Through our e-transaction processing link, consumers can use their banking portals and mobile applications to buy the digital codes that will be delivered to their e-mail accounts or via a text message," the statement noted.

 

 "The initiative will help in bringing new customers onboard, drive efficiency and scale up our operations," Flipkart marketing director Mausam Bhatt said in the statement.