Videos showing influencers scrambling for gift hampers at Flipkart’s Glamp Up Fest have gone viral on social media
Creators claim hampers were promised as part of barter collaborations in exchange for posting content, though many attendees did receive their gifts
The incident has sparked debate around crowd management at large scale creator events, where freebies and brand merchandise often draw significant interest
Flipkart
found itself at the centre of a controversy after videos of influencers scrambling for gift hampers at its creator event, Glamp Up Fest 2026, went viral on social media.
The two-day event, held at Delhi’s Bharat Mandapam on June 19-20, brought together more than 6,000 social media creators from various categories and more than 100 beauty brands at one platform. The Walmart-backed ecommerce giant had positioned the event as one of the largest creator gatherings.
However, videos circulating online showed chaos erupting during the distribution of gift hampers at the end of the event. In several clips, attendees can be seen pushing towards stacks of goodie bags, while some were involved in verbal arguments and physical tussles over the merchandise.
As per some creators who attended the event, the hampers were promised as part of a barter collaboration arrangement. Influencers were expected to create and post social media content in exchange for gift hampers, that reportedly were worth around ₹6,000. Several attendees claimed that despite fulfilling their side of the collaboration, they were unable to receive the promised hampers because stock ran out even before the event concluded.
Flipkart has not issued a statement or responded to Inc42’s queries around the issue. The story would be updated based on the responses.
That said, the experience was far from universally negative. Multiple creators did receive their hampers without any issues and shared positive experience from the event. The complaints appear to have largely come from smaller creators, many of whom have followings in the 2,000-20,000 range.
The incident has also reignited discussion around large-scale influencer events, where gift hampers often become a major attraction. Thousands of creators attending a single event and limited edition merchandise is involved, crowding and distribution challenges are not uncommon.
Interestingly, several attendees noted that the venue appeared relatively sparse during the second day of the event.
For Flipkart, the controversy has somewhat overshadowed what was otherwise a showcase of a growing beauty business. The ecommerce giant recently said its beauty and personal care category grew 50% YoY, with Gen Z consumers accounting for nearly 60% of beauty purchases on the platform.
Source: Inc42 - Startups
