Novus Loyalty Limited is a technology-driven loyalty and customer engagement solutions provider. The company designs and manages loyalty programs, rewards platforms, and engagement solutions for enterprises across industries such as banking, fintech, telecom, retail, travel, and hospitality. It generates revenue by offering technology platforms, program management services, reward fulfilment, and marketing solutions that help businesses improve customer retention, increase engagement, and drive repeat purchases.

The company serves several corporate clients across financial services, fintech, telecom, hospitality, and consumer sectors through its loyalty management platform. Its registered office is located in Gurugram, Haryana, which acts as the key operational and technology development centre. The facility houses technology infrastructure, client servicing teams, and loyalty program management operations that support enterprise clients across India.

Novus Loyalty offers a wide portfolio of loyalty management solutions, including rewards management, incentive programs, channel loyalty, employee engagement platforms, and digital rewards marketplaces. These services help clients improve customer lifecycle management by increasing acquisition, engagement, retention, and repeat transactions. The company executes loyalty campaigns through technology platforms and vendor networks that manage reward fulfilment and digital engagement.

The company plans to use IPO proceeds for business expansion, technology development, working capital requirements, and strategic growth initiatives. Management intends to invest in technology upgrades, platform development, and expansion of its loyalty ecosystem to support larger enterprise clients and scale its digital engagement platform in the coming years.

Employee and Banker

As of January 31, 2026, the company had 13 full time employees. The Banker to the Company is ICICI Bank Limited.

Management and Growth Vision

The promoters of the company are Deepak Tomar and Sweta Singh, who have played a key role in developing the company’s loyalty solutions platform and expanding its enterprise client base. The management team focuses on building technology-driven customer engagement platforms that help organisations improve loyalty, retention, and marketing performance.

Management believes that the loyalty and rewards ecosystem in India is growing rapidly due to digital payments, fintech expansion, and rising consumer engagement through digital platforms. The company plans to strengthen its position by enhancing technology capabilities and expanding service offerings across industries.

In the near term, Novus Loyalty aims to expand its enterprise client base across BFSI, fintech, telecom, travel, and retail sectors. The company also intends to develop advanced digital rewards marketplaces and analytics-driven engagement platforms that allow clients to personalise customer experiences and run targeted loyalty campaigns.

For long-term growth, the company plans to invest in technology platforms, data analytics capabilities, and AI-based customer engagement tools. These investments will help the company provide real-time customer insights, personalised offers, and advanced loyalty program management solutions to enterprise clients.

Funding for these growth initiatives will be supported through the IPO proceeds, internal accruals, and operational cash flows. The company intends to utilise the funds for technology upgrades, infrastructure development, and working capital, enabling it to scale operations and strengthen its position in the loyalty management ecosystem.

Industry Overview

Novus Loyalty Limited operates in the customer loyalty management and digital engagement industry, which forms part of the broader marketing technology (MarTech) and fintech services ecosystem.

Globally, the loyalty management market has been witnessing strong growth due to increasing digital customer engagement, e-commerce expansion, and rising adoption of rewards-based marketing strategies. Businesses across industries are increasingly using loyalty programs to retain customers, drive repeat purchases, and enhance brand engagement.

The global loyalty management market is estimated to grow significantly over the next decade, driven by the expansion of digital payments, e-commerce platforms, and personalised marketing technologies. Companies worldwide are investing heavily in data analytics, artificial intelligence, and digital platforms to create personalised customer engagement programs.

In India, the loyalty and rewards industry is witnessing rapid growth due to the rise of digital payments, fintech platforms, online shopping, and smartphone adoption. With India having one of the highest fintech adoption rates globally at around 87%, businesses are increasingly integrating loyalty programs into their digital ecosystems.

The Indian IT-BPM sector is expected to grow at 10–15% annually, supporting the growth of technology-enabled marketing services such as loyalty management platforms. At the same time, sectors like banking, telecom, travel, hospitality, and retail are increasingly adopting digital customer engagement solutions.

Globally, the fintech sector is expected to reach approximately US$1.5 trillion by 2030, with Asia-Pacific emerging as the largest market. This rapid expansion is expected to drive demand for loyalty platforms, rewards management systems, and digital engagement solutions, creating significant opportunities for companies like Novus Loyalty.

Major global companies in the loyalty management ecosystem include Oracle, SAP, Salesforce, and Comarch, while several specialised loyalty solution providers operate across regional markets.

With increasing competition among brands for customer attention, loyalty programs are becoming a critical tool for businesses to retain customers and increase lifetime value, creating long-term growth opportunities for the industry.

Key Risk Factors

1. Dependence on Corporate Clients

A significant portion of the company’s revenue depends on enterprise clients across sectors such as fintech, banking, telecom, and retail. Any loss of major clients or reduction in client spending on loyalty programs could negatively affect revenue growth.

2. Technology Platform Risks

The company’s operations rely heavily on technology infrastructure and digital platforms used for loyalty program management and reward fulfilment. Any system failure, cyberattack, or technology disruption could impact service delivery and client relationships.

3. Competitive Industry Environment

The loyalty management and marketing technology industry is highly competitive, with global technology companies and specialised service providers offering similar solutions. Increasing competition may lead to pricing pressure and reduced margins.

4. Dependence on Third-Party Vendors

The company depends on third-party vendors and partners for reward fulfilment, gift vouchers, travel services, and merchandise supply. Any disruption in vendor relationships could affect the execution of loyalty programs.

5. Rapid Technological Changes

The digital engagement and MarTech industry evolves rapidly, requiring continuous investment in technology platforms and analytics capabilities. Failure to adapt to new technologies or customer engagement trends could affect long-term competitiveness.

6. Economic and Industry Slowdown

A slowdown in key sectors such as banking, fintech, retail, or travel may lead to reduced marketing budgets for loyalty programs, which could negatively impact demand for the company’s services.

7. Regulatory and Data Privacy Risks

Handling customer data and digital transactions exposes the company to data privacy regulations and cybersecurity compliance requirements. Any failure to comply with regulatory standards could lead to penalties or reputational damage.

Key Strengths and Opportunities

1. Technology-Driven Loyalty Platform

The company operates a technology-enabled loyalty management platform that allows enterprises to design, manage, and analyse customer engagement programs efficiently, helping clients improve retention and brand loyalty.

2. Diversified Industry Client Base

Novus Loyalty serves clients across banking, fintech, telecom, travel, hospitality, and retail sectors, reducing dependence on a single industry and providing multiple growth opportunities across customer engagement markets.

3. Growing Demand for Digital Engagement Solutions

With rapid growth in digital payments, e-commerce, and fintech adoption, companies are increasingly investing in loyalty programs and rewards platforms, creating strong demand for technology-driven engagement solutions.

4. Scalable Business Model

The company operates a platform-based technology model, allowing it to scale operations and onboard new enterprise clients without significant incremental costs, supporting improved operational leverage over time.

5. Experienced Promoter and Management Team

The promoters and management team bring industry experience in technology and loyalty program management, enabling the company to build long-term relationships with enterprise clients and expand service offerings.

6. Opportunity to Expand Loyalty Ecosystem

The company can expand into data analytics, AI-based marketing solutions, digital rewards marketplaces, and international markets, creating new revenue streams and strengthening its position in the loyalty management industry.