Through Growth Capital Flipkart helps sellers to "scale their businesses, prosper, create more employment opportunities," said Kalyan Krishnamurthy, CEO of Flipkart adding that the programme is part of Flipkart's "core mission of developing shared value in the ecosystem". The programme for Flipkart gains significance in order to reach "a traditionally underserved market and make financial services more accessible to all," according to Ranjith Boyanapalli, Head of Fintech and Payments Group, Flipkart. The company has created an end-to-end API integration, from application to disbursal, with banks and other lending partners focusing on offering "a complete digital loan application experience for the sellers," Flipkart said. Sellers would be able to access and track their loans directly through the company's seller portal.