The service is being provided in association with group firm Bharti Airtel and consumers can use the facility for purchases of up to Rs 5,000 at its "easyday" stores.
"Initially available to customers of easyday stores in Gurgaon, the facility will be launched in other key cities in India to cover all easyday and easyday market stores in phased manner, as per the roll out of Airtel Money," the company said in a statement.
Airtel Money is a facility for financial transaction through the mobile phone, which allows exchange cash up to Rs 5,000 for virtual money, and store it on the phone in the form of a prepaid account.
Speaking on the launch of the service, Bharti Retail Chief Operating Officer Andrew Levermore said: "We believe this method of payment underscores our commitment and promise of providing our customers an efficient and wholesome shopping experience at consistently everyday low prices."