Strategic Brand Partnerships Powering India’s Fastest-Growing Reward Programmes

India’s reward economy is undergoing a structural shift. What was once driven by cashback and discounts is now being reshaped by experiences, travel privileges, and lifestyle benefits—a change being led by Gen Z and younger millennials.

This generation is no longer content with accumulating points that sit unused. Instead, they want rewards that can be redeemed instantly for flights, hotel stays, airport lounges, and curated experiences. More importantly, they are also influencing older family members, helping parents and elders unlock greater value from the same credit cards.

As a result, family holidays, airport upgrades, and complimentary stays are increasingly being planned using reward points rather than cash.

Behind this consumer shift is a fast-growing ecosystem of reward and experience platforms that partner with banks to deliver seamless, scalable, and premium loyalty programmes. These partnerships have made rewards and loyalty one of the most competitive segments in Indian consumer finance.

Below are some of the key companies driving this transformation across India’s rewards ecosystem.

Thriwe — Experience-Led Loyalty for the Next-Gen Cardholder

Thriwe has emerged as a key player in India’s experience-driven rewards ecosystem. It works with banks and financial institutions to convert reward points into travel bookings, concierge services, and lifestyle privileges.

As Gen Z cardholders seek flexibility across flights, hotels, airport lounges, visas, and international assistance, Thriwe functions as the experience delivery engine behind many premium and mass-affluent credit card programmes. This allows families to extract far more value from their cards, turning points into tangible travel and lifestyle benefits.

DreamFolks — Making Airport Privileges Scalable

Airport lounge access, once considered a luxury, has now become a mainstream expectation for Indian travellers. DreamFolks plays a central role in this shift by enabling lounge access, meet-and-greet services, and airport privileges for banks and card networks.

By digitising and scaling these services, DreamFolks allows banks to offer premium travel benefits to millions of cardholders, boosting card usage and customer engagement.

Collinson — Global Travel Rewards for Indian Consumers

With more Indians travelling internationally, Collinson brings global lounge networks, premium airport services, and travel experiences into Indian loyalty programmes.

Its platforms allow banks to extend world-class travel benefits to Indian cardholders, ensuring seamless experiences across borders and reinforcing the premium positioning of high-value cards.

GyFTR — Liquidity for Reward Points

One of the biggest challenges in loyalty programmes is redemption. GyFTR addresses this by enabling instant redemption of reward points across gift cards, travel, dining, shopping, and experiences.

This immediacy increases the perceived value of rewards and encourages higher card usage, particularly among younger consumers who expect real-time benefits.

Loylty Rewardz — Technology Behind Personalised Rewards

Loylty Rewardz provides the technology infrastructure that allows banks to run personalised, app-based reward marketplaces. These platforms integrate CRM, rewards, and partner offers, allowing customers to browse and redeem benefits with ease.

This digital-first model supports the shift towards more customised and experience-driven loyalty programmes.

As competition intensifies across retail banking and credit cards, rewards and loyalty have become a key differentiator. Platforms like Thriwe, DreamFolks, Collinson, GyFTR, and Loylty Rewardz are enabling banks to move beyond discounts and deliver high-value, experience-led engagement—turning loyalty into a strategic growth engine rather than a marketing add-on.