Television
India’s Rs 26,800 crore channel loyalty market shifts to ROI: Almonds Ai report
Almonds Ai report says brands now favour ROI, AI insights and behaviour-led loyalty
MUMBAI: India’s channel loyalty market, estimated at Rs 26,800 crore, is undergoing a quiet makeover. What once ran on flashy rewards and incentive schemes is now being rewired around something far less glamorous but far more measurable: return on investment.
According to the Channel Loyalty Report 2026 by Almonds Ai, brands are moving away from enrolment numbers and gift-driven motivation, and towards loyalty programmes that track behaviour, productivity and measurable business impact.
The shift is partly a response to fatigue among channel partners. The report notes that 51 per cent of partners are enrolled in six or more loyalty programmes, yet actively engage with only a handful. In other words, the rewards race has reached a saturation point.
Instead of piling on incentives, companies are beginning to design loyalty initiatives as long-term growth engines rather than short-term promotional pushes.
The research highlights several trends shaping the next phase of channel engagement. Around 80 per cent of retailers and last-mile influencers prefer mobile-first redemption platforms, signalling a clear demand for frictionless digital experiences. Meanwhile, 95 per cent of brands say they are shifting towards sustainable and purpose-driven loyalty frameworks, reflecting wider changes in corporate strategy.
Another major shift is the widening definition of what deserves a reward. Nearly 65 per cent of B2B partners believe activities such as training, digital adoption and programme participation should be recognised alongside sales performance. The result is a move away from pure transaction-based incentives to behaviour-led loyalty.
Technology is also stepping into the spotlight. The report points to a growing role for AI and predictive analytics, helping brands identify disengaged partners early, improve programme transparency and maintain regulatory discipline across large partner networks.
Almonds Ai co-founders Abhinav Jain and Apurv Modi, said the industry is entering a more mature phase. “Channel loyalty has entered a new phase. It is no longer about how many partners enrol or how many rewards are redeemed. It is about measurable growth, disciplined compliance and structured engagement,” they said.
Their message to brands is simple: loyalty should no longer sit on the marketing expense sheet. Instead, it should function as infrastructure that drives sustained channel growth.
The findings are based on insights from more than 1,000 brand leaders and over 8,000 channel partners, offering a snapshot of how India’s vast retail ecosystem is rethinking the rules of loyalty. In the process, the old promise of perks is giving way to a sharper question: what actually works?
Sports
IPL 19 records 96.8 ad index as advertisers and categories decline: TAM Sports report
Fewer categories and advertisers as tech and FMCG brands reshape IPL ad mix
NEW DELHI: The on-field action remains strong, but advertising activity during the Indian Premier League has shown a slight shift this season. A report from TAM Sports, a division of TAM Media Research, indicates that the first 13 matches of IPL 19 have recorded a marginal decline in commercial volumes compared to the same phase last year.
Indexed ad volumes stood at 96.8, down from 100 in IPL 18. The number of advertising categories fell from over 50 to 40, while the advertiser base reduced from 65 to 45. At the same time, the number of channels broadcasting the tournament declined from 28 to 25.
Mouth Fresheners emerged as the leading category, contributing over 14 per cent of total ad volumes. Ecom-Other Services and Ecom-Wallets followed, maintaining a strong presence during the early part of the tournament.
The technology sector has gained prominence this season. Google ranked as the top advertiser, accounting for over 13 per cent of ad share. The company focused on promoting its Google Search Engine and Google Gemini AI platform. In contrast, categories such as Ecom-Gaming and Cellular Phones-Smart Phones did not feature among the leading segments this year.
TAM Sports analyst Arjun Sharma said the decline in volumes reflects a more focused approach by advertisers, with fewer but more prominent players dominating the space.
The report also identified new entrants, with ten additional categories including Chocolates, Laptops/Notebooks, and Hair Care products. Among companies, Vishnu Packaging and Reliance Consumer Products remained key advertisers, while Havells India and K P Pan Foods continued to feature prominently.
Among brands, Vimal Pan Masala and Kamla Pasand Silver Coated Elaichi recorded high visibility, while Cadburys Dairy Milk Chocolate was among the notable new entrants.
With the tournament still underway, advertising activity may increase in the coming weeks as more brands look to capitalise on IPL viewership.
