“With Rebranding, We Are Confident To Connect With A Larger Customer Base”

What drove the decision to rebrand PAYBACK India as Zillion?
- Our journey with PAYBACK India has been extraordinary, establishing it as India’s largest loyalty program with over 120 million customers. However, we believe that there is a huge scope to scale this further. With the rebranding, we are confident that Zillion will emerge as the preferred loyalty and rewards partner for millions of customers across age groups.This rebranding aligns with our vision to offer an extensive range of partners and categories, transforming Zillion into an all-encompassing loyalty platform. Moreover, the new brand identity enables us to establish stronger connections with a broader customer base, including Gen Z and Millennials, that are crucial demographics in today’s market, especially in a country like India.
How does Zillion distinguish itself from other loyalty programs in the market?-- Zillion sets itself apart by providing customers with an expansive network of partners, both online and offline, where they can accumulate and redeem Zillion coins. Our objective is to create an exceptional shopping experience for customers across various categories and brands by maximizing their earning potential. We have cultivated an extensive network of partners, encompassing renowned names in retail, fuel, banking, payments, entertainment, hospitality, and travel. By offering multiple avenues to earn and redeem rewards, Zillion presents unparalleled opportunities for customers to benefit from their everyday spending.

How do you plan to engage a wider customer base, including Gen Z and Millennials?
- Zillion has been thoughtfully designed to resonate with today’s customers, who are young, smart, internet savvy, and full of energy. Our aim is to infuse a spark of joy into their daily lives whenever they shop or spend. To engage a wider customer base, we will leverage targeted marketing campaigns to raise awareness about Zillion and its unique offerings among Gen Z and Millennials. Recognizing the significance of digital platforms, our user-friendly app is available on both Android and iOS, ensuring accessibility for all. By delivering a seamless and rewarding experience, we believe Zillion will become the preferred loyalty program for millions of customers, including Gen Z and Millennials. We will also establish a strong presence through partnerships and participation at relevant events and forums to build awareness amongst our target audience.
What are your expectations for Zillion in the upcoming months?
- Our objective is to make Zillion the go-to loyalty program for retailers across the country, delighting customers at every touchpoint. With our expanded partner network and user-friendly app, we anticipate significant growth in customer engagement and participation. We aspire to establish Zillion as India’s most trusted loyalty program, offering unparalleled benefits and experiences to our customers. We are confident that Zillion will continue to evolve and emerge as the preferred choice for loyalty and rewards, capturing the hearts of millions of customers in the times to come.
How does the rebranding align with your business focus?
- The rebranding of Zillion is not merely a name change; it signifies a strategic revitalisation of our business model to propel the brand to newer heights. As part of our renewed strategy, we will expand our partner portfolio to make Zillion ubiquitous across all customer segments. We are particularly focused on empowering small and mid-sized merchants, enabling them to attract more footfall, build an engaged customer base, and take control of their businesses. This aligns with our overarching BharatPe Group strategy, which is committed to positively impacting the offline merchant community.
What do you think is the next big thing in loyalty?

- In my view, the next big disruption in loyalty will be neighbourhood loyalty. I expect loyalty to reach every neighbourhood as the smaller and mid-sized stores explore innovative ways to attract and build an engaged customer base.
Where does Zillion stand in the loyalty industry?
- We are the undisputed leader in the consumer loyalty space with a 120 million customer base. We have a diverse network of partners- not limited to a specific category. However, we have scope to add merchant partners in small and mid-segment. This will enable us to offer a larger portfolio of options, to earn and redeem, to our customers.
Which markets will you prioritize for new merchant onboarding?

- Initially, our focus will be on the top 10 cities in the country. In the subsequent phase, we will shift our attention to the next 20-25 cities. Our priority is to onboard the top 10% of the targetable small and mid-sized merchants in these areas, integrating them into our partner ecosystem.
Which categories experience the highest frequency of usage?
- Our highest frequency categories include retail, F&B, and healthcare. Travel is also a key category for us. We strive to offer a diverse range of categories for our customers to choose from.
BharatPe has a merchant network of 1 crore+ merchants. What is the number that you are targeting?
- We will aim to capture 10 per cent of the BharatPe network to begin with. This will give us a good head start. Our focus will be to prioritize onboarding merchants where we have a strong customer base. These will include cities like Bengaluru, Delhi NCR, Hyderabad and Mumbai.