India’s e-commerce market is rapidly becoming a battleground for two major retailer giants — Flipkart and Amazon. Both of them are persistently trying to win their consumers with new schemes and fascinating deals. Today, Flipkart has annouced a “free” Flipkart Plus service, challenging the paid Amazon Prime head on. The new subscription service will offer discounted items, early deals, free and faster deliveries; it is set to arrive on August 15th. Furthermore, subscribed customers will get “free coins” upon buying new products. Users will be able to utilize these loyalty points on platforms like Hotstar, Zomato, MakeMyTrip, and Café Coffee Day. Amazon Prime, on the other hand, is a paid subscription. Prime offers similar services like fast deliveries discounted products etc. In addition, Prime users can also avail Prime Music as well as Amazon Prime video streaming service with the same subscription. This is Flipkart’s second attempt to challenge Amazon subscription service after their half-hearted paid service named Flipkart First which went downhill soon. “It is different from the earlier initiative (Flipkart First). Like with every initiative, we have certain learnings,” Flipkart advertising head Biswas said to Livemint. With more and more people choosing the online medium for shopping, it would be interesting to see how Flipkart’s new subscription service will turn out in the market. If all goes well, it would be a significant challenge to Amazon after the massive Walmart Flipkart deal.