e-commerce
Flipkart revamps logo with focus on mobile platform
MUMBAI: After eight years of existence in the Indian shopping landscape, Flipkart has now gone for a brand identity refresh.
Starting with a new logo, the brand has now been refreshed across all the elements.
Conceptualised and designed by the Flipkart design team and an external agency Umbrella Design – the new brand identity represents Flipkart’s vision of commerce in India by reinstating its focus on the mobile platform. The 3D design and contrasting colour palettes in the new logo helps break the clutter and stands out on the mobile platform.
The refreshed brand identity will reflect in all forms of the company’s messaging and engagement with customers. The brand aims to appear as ‘witty, youthful and sincere’ to all its stakeholders.
Flipkart senior director marketing Shoumyan Biswas said, “The refreshed brand identity, including the new logo, is a reflection of our promise to our stakeholders – youthful, innovative, fast and reliable. We have always been ahead of the curve in a rapidly evolving industry and the new brand identity honours the legacy that we have built over the last eight years and at the same time looks into the future.”
“While developing the new logo, we focused on three key elements – one, the new identity had to create a positive perception about our brand; two, the logo needed to be more inclusive in its appeal to all our customers and three, given our focus on the mobile platform it had to stand out on the app interface. With our new brand logo, I believe that we have achieved all of these.”
This activity dovetails with Flipkart’s business focus where in the coming year the brand aims to reach everyone who has a pin code and a smart phone.
e-commerce
American Express to acquire AI startup Hyper to boost automation
Deal targets expense management as AI reshapes corporate spending tools.
MUMBAI: From receipts to robots, the expense sheet is getting a brain upgrade as American Express moves to bring artificial intelligence into the heart of corporate spending. The company has announced plans to acquire Hyper, a relatively young but fast-rising startup founded in 2022 that builds AI-powered agents capable of organising expenses, generating reports, verifying compliance with budgets and policies, and nudging users with timely reminders. The deal, expected to close in the second quarter of 2026, underscores a growing shift among financial institutions to automate traditionally manual, time-heavy workflows.
Hyper counts Sam Altman among its backers, adding a layer of Silicon Valley credibility to the acquisition. While financial details remain undisclosed, the strategic intent is clear: deepen automation capabilities and sharpen American Express’s position in the competitive corporate spending ecosystem.
The two companies are not strangers. They previously collaborated in 2024 on a co-branded credit card product, suggesting that the acquisition is less a cold buy and more an extension of an existing relationship. With this move, American Express is effectively bringing that capability in-house, aiming to embed AI directly into its commercial services stack.
Chief executive Stephen Squeri had already signalled the direction of travel in a recent shareholder letter, describing AI as a “structural shift” in how businesses operate. The Hyper acquisition appears to be a direct response to that shift, particularly in expense management, where processes such as approvals, compliance checks and reporting remain ripe for automation.
Alongside the acquisition, the company is also expanding its product suite. A recently launched business credit card offers cashback and benefits at an annual fee of $295, with another card expected later this year moves that complement its broader push into commercial services.
Taken together, the strategy points to a future where managing expenses may require fewer spreadsheets and more algorithms. For American Express, the bet is simple, if businesses are rethinking how work gets done, the tools that power that work need to evolve just as quickly.
