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
Pluckk partners Pickleball Maharashtra Open 2026 as freshness partner
Event from 1 to 3 May in Mumbai to feature clean-label food and experience zone.
MUMBAI: Game, set, snack because even the fastest rallies need a fresh refill. Pluckk, a fresh food-focused digital brand, has been named the Official Freshness Partner for the Pickleball Maharashtra Open 2026, set to take place from 1 to 3 May at the Andheri Sports Complex in Mumbai. Organised by the Maharashtra Pickleball Association, the tournament brings together a growing community around one of India’s fastest-rising sports.
As part of the partnership, Pluckk will introduce an on-ground ‘Experience Zone’, offering athletes and attendees access to quick, clean and functional food options throughout the three-day event. The spread will include 100 per cent natural tender coconut water, cold-pressed juices and plant-based protein bars, all positioned as no-added-sugar, no-preservative alternatives.
The collaboration reflects a broader shift in sports culture, where nutrition is becoming as central as performance. Pickleball’s rapid rise from a niche pastime to a fitness-driven community sport has created space for brands to plug into lifestyle narratives beyond the game itself.
For Pluckk, the association is as much about visibility as it is about positioning. By embedding itself within an active sports ecosystem, the brand is pitching fresh, clean eating as a seamless extension of movement, recovery and everyday wellness.
With the Maharashtra Pickleball Association aiming to expand the sport’s reach and engagement, the addition of nutrition-led experiences adds another layer to the event’s appeal. And for players and spectators alike, the message is clear: staying energised on court now comes with a side of clean convenience.
