Loyalty programmes in India have grown far beyond simple points or cashback. Today, they function as sophisticated engagement ecosystems designed to influence consumer behavior, encourage repeat transactions, and build long-term brand value.

Yet, while awareness of such programmes is high, active engagement and redemption remain uneven, leaving a significant portion of rewards unclaimed.

Evolving beyond “earn and burn”

Traditionally, credit card programmes offered points, miles, or cashback based on spending categories and card tiers, creating both aspiration and habit. Retailers, meanwhile, have moved beyond basic discounts, leveraging loyalty programs to increase purchase frequency and wallet share.

E-commerce platforms now tie loyalty to convenience, providing perks such as faster d

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