Cashify has expanded its position in India’s circular technology sector by becoming a Trusted Reseller Partner for Amazon Devices. The partnership allows consumers to purchase certified refurbished Amazon products supported by Cashify’s established testing standards, transparent certification processes, and focus on device longevity. This development follows the company’s existing role as a trusted partner for Google Pixel devices, reflecting the growing alignment between global brands and India’s recommerce leaders.
Building global brand alliances
The collaboration underscores Cashify’s increasing relevance in the €219.7 billion global circular tech economy projected by 2033. Trusted reseller alliances with Amazon and Google position the company among the most influential lifecycle management partners in the region. These partnerships demonstrate how global technology companies view India as a strategic market for sustainable device circulation and second life strategies.
Expanding access to refurbished devices
Consumers in India will now gain access to refurbished Amazon devices, including Echo and Firestick models renewed with authorised replacement components when required. Each device will be supported by a one-year brand warranty. According to Cashify, this structure enhances consumer confidence by offering refurbished inventory aligned with brand level quality expectations.
Recommerce habits in India evolving
Cashify’s 2025 Whitepaper highlights how usage patterns continue to shift. More than 70% of Indian consumers still keep two to three unused smartphones at home, a behavioural trend representing locked value in what the company describes as the Drawer Economy. At the same time, 63% of users now exchange or sell their devices within six months of buying a new one. This shift shows how resale has become a mainstream consumer behaviour rather than a secondary option.
A formalised circular supply chain
Partnerships of this scale help formalise the recommerce value chain by connecting unused consumer devices with rising demand for refurbished technology. As India positions itself as a global circular tech hub, such collaborations support reduced electronic waste, greater device reuse, and broader access to affordable technology. With more structured pathways for resale and refurbishment, the national market is increasingly aligned with international sustainability expectations.
Infrastructure supporting expansion
Cashify’s growth is supported by more than 200 physical retail locations, a network of over 10,000 retailers, and an AI powered refurbishment facility measuring approximately 7,432 meters. This infrastructure allows the company to scale device processing, maintain quality control, and expand consumer facing services. It also strengthens India’s broader transition toward circular consumption and sustainable device ownership.
Company background and vision
Founded in 2013, Cashify is India’s largest recommerce platform for buying, selling, and repairing used electronics. It offers services through both its digital platform and retail presence across India. In addition to smartphones including Apple iPhone models, the company manages laptops, tablets, smartwatches, gaming consoles, and other devices. Cashify also works as a trade in provider for major brands such as Apple, Xiaomi, OnePlus, Vivo, Oppo, HP, Samsung, and Dell. With 10 million monthly active users, the company aims to make technology more affordable and accessible across the country.
Market
Trade-in
Repair
Refurbishing
