e-commerce
Oxigen appoints Sachin Tendulkar as brand ambassador
MUMBAI: India’s payments solutions provider Oxigen Services has signed cricketer Sachin Tendulkar as its brand ambassador.
The brand zeroed in on Tendulkar as he reflects the core values of the company in his virtues of unshakable commitment and humility.
Oxigen has aligned its vision to aggressively push for Digital India and financial inclusion, a key agenda on the radar of Indian Prime Minister Narendra Modi.
Oxigen Services India founder & CMD Pramod Saxena said, “We are absolutely proud and honoured to be associated with the god of cricket himself, who is renowned not only in India, but across the globe. It is not just his values that inspired us to get him on board, but also his strong commitment towards larger national issues such as education and upliftment of rural India that resonate with our own programs. Together we are set to take our initiatives towards Financial Inclusion, Digital India and Swachh Bharat Abhiyan to the next level.”
Tendulkar added, “I am excited to be associated with Oxigen Services, which is at the threshold of exponential growth. Oxigen’s effort to align with the needs of the common Indian and focus on offering convenience, flexibility and ease in payment solutions is admirable. With the Oxigen wallet providing so many features, I am sure it will be the preferred mode for payment emphatically replacing the present day need to carry physical forms of cash and plastic money.”
Oxigen recently came on board as the official sponsor of the Proteas – South African T20 Cricket Team, which will be visiting India for The Mahatma Gandhi – Nelson Mandela Series this week.
The company has also launched the #Playthehost campaign for the series.
“The adoration for Tendulkar, as a person, cuts across demographics, states and cultures. He is a much loved and trusted sport personality, with an unblemished track record. We, at Oxigen as well, reach out to a large mass of people across the country, we have something for everyone, A mobile wallet for the youth and money transfer and payments services, through our retail network for all fellow Indians. The city dwellers and rural Indians alike, see us as a dependable service provider. By associating with Sachin we are sure we reinforce the trust and reliability factor with our customers, taking it to the zenith with his endorsement to the Oxigen Brand,” said Oxigen corporate affairs brand and marketing services president Meher Sarid.
e-commerce
Amazon unveils first Trustworthy Shopping Experience Report
32,000 bad actors targeted, 15 million fake products removed in 2025.
MUMBAI: In a marketplace where trust is the real currency, Amazon is showing its receipts. Amazon has released its first-ever Trustworthy Shopping Experience Report, offering a detailed look at how it polices its vast digital shelves from counterfeit crackdowns to scam detection and review authenticity. At the heart of the report is a four-pronged strategy, proactive controls, risk anticipation, enforcement against bad actors, and consumer protection. The scale is staggering. Since 2020, Amazon’s Counterfeit Crimes Unit has pursued over 32,000 bad actors globally through litigation and criminal referrals spanning 14 countries.
The clean-up drive accelerated in 2025, with the company identifying and disposing of more than 15 million counterfeit products worldwide. Legal action also led to the takedown of over 100 websites linked to fake reviews and scams, an ongoing battle in the age of algorithmic manipulation.
Behind the scenes, artificial intelligence and machine learning are doing the heavy lifting. Amazon says it monitors billions of daily interactions across listings, reviews, and seller activity to spot trouble before it surfaces. Its predictive systems can even flag potentially infringing listings for trending products before brands raise the alarm.
Tools like Omniscan, which verifies product safety information at scale, and SENTRIX, designed to detect and eliminate phishing websites, are part of this expanding tech arsenal. Together, they aim to reduce risk while keeping the platform usable for legitimate sellers.
That balance between protection and friction is a tightrope Amazon acknowledges. Rohan Oommen, Vice President of Worldwide Customer and Partner Trust, noted that while safeguards are critical, they must not stifle genuine businesses. Features like the Account Health Dashboard are meant to give sellers clearer visibility into compliance and performance.
Consumer-facing measures are also getting sharper. From direct safety alerts to recall notifications and refund guidance, Amazon is leaning into transparency, backed by partnerships with consumer organisations to raise awareness.
The report’s release follows the expansion of Amazon’s Counterfeit Crimes Unit into India, signalling a deeper push into one of its fastest-growing markets, with closer coordination planned between brands, sellers, and law enforcement.
In short, as online shopping grows more complex, Amazon is betting that trust built through data, enforcement, and a fair bit of algorithmic vigilance will be its most valuable product yet.
