Interview: Swati Bhargava, co-founder, CashKaro

With businesses always unsure if the same customer will walk in a second time, cashbacks have become par for the course rather than just one more benefit that a brand might throw in in its marketing mix. CashKaro has taken full advantage of the trend to become the go-to service for brands and e-commerce platforms looking to ensure consumers return for a second try if not convert them into loyalists. In this interview, CashKaro co-founder Swati Bhargava spoke to Pallabi Dey Purkayastha about the changing buyer behaviour and growing competition in the coupons and cashback business. Edited excerpts.