Regulatory Disclosure

Novus Loyalty Limited (Scrip Code: 544735, ISIN: INE1TFS01019) submitted an intimation under Regulation 30 of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015 regarding the commencement of operations of its wholly owned subsidiary, Novus Global Loyalty Card Services LLC.

Event Details

  • The subsidiary officially opened its new office and commenced business operations effective November 11, 2026
  • This follows the company's earlier intimation dated August 3, 2026 regarding the subsidiary's incorporation

Office Location and Operations

  • Address: Office 07 Level 19, Al Ameri Tower, Dubai, UAE
  • Nature of Operations: Regional Sales Office & MENA loyalty Operational office

Strategic Expansion Details

The Dubai office will serve as a regional base to build enterprise relationships, develop strategic partnerships, and expand the Company's solutions across the Gulf Cooperation Council (GCC) and the wider Middle East and North Africa (MENA) region.

Target Markets and Sectors

The Company will focus on opportunities across:

  • Banking and financial services
  • Fintech
  • Retail
  • Hospitality
  • Travel

Priority markets include: UAE, Saudi Arabia, Qatar, Kuwait, Bahrain, and Oman.

Market Opportunity

The Middle East loyalty market is projected to grow from approximately US$3.4 billion in 2026 to US$5.6 billion by 2030, representing an estimated CAGR of 12.8% (source: ResearchAndMarkets). Growth is supported by investments in digital ecosystems, data-led loyalty strategies, personalized customer engagement, and expanding banking, retail, hospitality, and travel sectors.

Management Appointment

Novus Loyalty has appointed Jay Shah as President, International Business and Strategy. He brings over 15 years of experience across loyalty, banking, fintech, strategic partnerships, and international business development. Shah is a qualified Chartered Accountant and was recognized among the 30 Under 40 Rising Stars of Loyalty at the 2019 Loyalty Magazine Awards in the UK.

Management Commentary

Jay Shah, President, International Business and Strategy: "The GCC offers significant opportunities as businesses increasingly look to create more connected and rewarding customer experiences. At Novus, we see strong potential to bring together our technology capabilities and regional expertise to help banks, payment networks, merchants and enterprises strengthen customer engagement, develop strategic partnerships and unlock new avenues for growth."

Mr. Deepak Tomar, Chief Executive Officer: "Establishing our presence in Dubai marks an important milestone in Novus Loyalty's international growth journey. Having built a strong foundation in enterprise loyalty technology, we see this expansion as an opportunity to bring our capabilities closer to businesses in a dynamic and fast-growing market."

Company Background

Novus Loyalty Limited (formerly Novus Loyalty Pvt. Ltd., CIN No: U72900HR2011PLC127344) is headquartered in Gurugram, India (727, Udyog Vihar, Phase 5, Gurugram, Haryana 122016). Founded in 2011, it is an enterprise loyalty, rewards and customer engagement technology company that enables enterprises to acquire, engage, reward and retain customers through:

  • Integrated loyalty platforms
  • Rewards and redemption marketplaces
  • Merchant promotions
  • Digital vouchers
  • AI-powered customer engagement solutions (NoCXy AI initiative)

Operational Scale

The company serves:

  • Over 100 enterprise customers
  • Supports more than 5 crore consumers on its platform
  • Processes approximately 150 crore transactions per month

Sectors served include banking and financial services, retail, e-commerce, fintech, healthcare, hospitality, and other sectors.

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