Former Flipkart SVP Ranjith Boyanapalli Launches AI Shopping Assistant via Flash.co

Former Flipkart senior vice president Ranjith Boyanapalli has officially launched Flash.co, an AI-powered shopping assistant designed to streamline the online shopping experience for frequent buyers. The product, which has gone live in more than 100 countries simultaneously, represents a bold attempt to reimagine how “power shoppers” manage orders, track deliveries, and access rewards.

The launch comes at a time when e-commerce in India and worldwide is experiencing explosive growth, with millions of consumers placing hundreds of online orders annually. Flash.co’s offering seeks to address common frustrations, including email clutter, missed updates, and fragmented reward programs.

For related developments in AI, explore our coverage of OpenAI’s India Data Center plans and Google’s Nano-Banana AI initiative, both of which highlight how AI is reshaping consumer and enterprise experiences.

Ranjith Boyanapalli’s Journey

Ranjith Boyanapalli is a seasoned technology leader who spent more than eight years at Flipkart, India’s largest e-commerce marketplace. At Flipkart, he oversaw critical divisions such as customer experience, marketplace operations, and fintech initiatives, gaining insights into shopper pain points and business challenges.

During his tenure, Boyanapalli observed a recurring issue: power shoppers—customers who place more than 100–150 orders annually across platforms—face unique challenges. Their email inboxes are often flooded with promotional messages, order confirmations, and shipping updates, creating chaos and inefficiency. These observations laid the foundation for Flash.co.

Flash.co: The Vision

Flash.co is not just an email client but an AI-driven shopping assistant. At its core, it provides users with a dedicated @flash.co email ID specifically designed for online purchases. The assistant then:

• Filters shopping-related emails to create a clutter-free inbox.
• Aggregates orders across merchants into a unified dashboard.
• Tracks deliveries in real time with AI-powered parsing of updates.
• Consolidates rewards and loyalty points in one place.

By turning a messy inbox into a structured shopping tool, Flash.co aims to save time, reduce stress, and enhance the post-purchase experience.

Global Launch in 100+ Countries

Unlike most startups that launch in limited markets, Flash.co was rolled out in over 100 countries simultaneously. This unusual strategy reflects both ambition and confidence in the product’s global appeal.

The global e-commerce market is valued at over $6 trillion in 2025, and Flash.co wants to position itself as a companion for international shoppers. Countries like the United States, United Kingdom, Singapore, and India are among its first key markets.

Funding and Backing

Flash.co has secured strong investor backing since inception.

• Seed Funding (2022): $5.8 million led by Global Founders Capital, White Venture Capital, and Zinal Growth.
• Pre-Series A (2023): $6.7 million, bringing total funding to ~$12.5 million.

These rounds attracted not only VCs but also strategic investors who view power shoppers as a valuable demographic. The funding enabled Flash.co to expand quickly and develop advanced AI-driven features.

Performance and Growth

Within months of launch, Flash.co reported impressive metrics:

• 8+ million emails processed
• 1+ million orders tracked
• 1,000+ brands integrated

These numbers underscore both market demand and early adoption among frequent shoppers.

Technology Behind the Assistant

Flash.co’s assistant relies on advanced AI and machine learning algorithms to:

1. Detect relevant emails by identifying patterns in subject lines and content.
2. Parse order details, including merchant names, products, delivery dates, and tracking links.
3. Generate dashboards that display brand-wise history and purchase frequency.
4. Predict shopping behavior to suggest rewards, offers, and reminders.

Unlike generic email clients, Flash.co is optimized for commerce-first use cases, creating a niche positioning.

The U.S. Expansion

In late 2024, Flash.co expanded to the United States, one of the largest online shopping markets in the world. In this market, the assistant offers:

• Consolidated delivery tracking across UPS, FedEx, USPS, and Amazon logistics.
• Cashback rewards and gift cards, enhancing customer loyalty.
• Localized dashboards tailored to U.S. brands and retailers.

The U.S. entry signaled Flash.co’s global-first mindset, unlike many Indian startups that scale domestically before going international.

Market Opportunity

India alone is projected to have 350 million online shoppers by 2025. Among them, 25 million “power shoppers” drive more than 70% of online revenues.

By solving pain points for this group, Flash.co is betting on long-term adoption and high engagement. Globally, the opportunity expands even further, with tens of millions of high-frequency buyers seeking simplified experiences.

Competition and Differentiation

While competitors like Shopify apps, Google Shopping, and Amazon’s native assistant exist, Flash.co differentiates itself in key ways:

• Platform-agnostic: Works across multiple marketplaces.
• Identity-driven: Offers a dedicated shopping email.
• Reward-focused: Integrates brand loyalty in a single system.

This positions Flash.co not as a retailer but as a neutral companion for all shoppers.

Challenges Ahead

Despite its strong start, Flash.co faces hurdles:

• User acquisition: Convincing consumers to adopt a new shopping identity.
• Privacy concerns: Managing sensitive transaction data securely.
• Monetization: Balancing free services with revenue from brands and partnerships.
• Competition: Large e-commerce giants could replicate features.

Addressing these challenges will be key to sustaining growth.

Industry Reactions

Industry analysts have called Flash.co a pioneering move in e-commerce AI.

• Investors praise its bold global launch.
• Retailers see it as a new channel for engaging with shoppers.
• Users report satisfaction with reduced email clutter and simplified tracking.

The broader industry views Flash.co as a signal of India’s growing influence in global e-commerce innovation.

Broader Implications for AI in Shopping

Flash.co reflects a larger trend: AI-powered shopping assistants. From chatbots handling customer queries to AI engines optimizing recommendations, the integration of AI into retail is accelerating.

Flash.co is carving out a unique space by focusing on post-purchase management, often overlooked in the shopping journey.

The Road Ahead

Ranjith Boyanapalli envisions Flash.co as more than just a tool—it is meant to be a global shopping identity. Future updates may include:

• Multimodal AI features like voice-based order tracking.
• Financial tools for managing returns, refunds, and spending insights.
• Deeper integrations with retailers for personalized rewards.

If successful, Flash.co could redefine how millions of shoppers interact with e-commerce platforms worldwide.

Conclusion

The launch of Flash.co by Ranjith Boyanapalli marks a significant milestone in the evolution of shopping technology. By tackling pain points like email clutter, fragmented rewards, and lack of transparency, the platform addresses real challenges faced by power shoppers.

Backed by strong funding, ambitious global rollout, and cutting-edge AI, Flash.co is positioning itself as a new category of shopping assistant—neither retailer nor marketplace, but an independent companion for the modern consumer.

With challenges ahead but clear momentum, Flash.co could emerge as one of the most impactful e-commerce innovations of the decade.