Novus Loyalty opens Dubai office to speed GCC expansion

Novus Loyalty has established a UAE entity and opened a Dubai office to deepen ties with banks, fintechs and payment networks across the GCC and wider MENA region. The move supports the company’s international growth plans and comes with a new senior hire to lead business development abroad.

Why it matters: - Novus Loyalty is positioning Dubai as a regional base to expand its AI-powered loyalty and customer engagement business across the GCC and MENA. - The move gives the company closer access to banks, fintechs, payment networks and enterprise clients in fast-growing markets. - The expansion is meant to support new partnerships, broader international operations and long-term growth.

What happened: - Novus Loyalty Limited established its UAE entity and opened an office in Dubai. - The company appointed Jay Shah as President, International Business and Strategy. - Novus said the Dubai presence is a key step in its international expansion strategy.

The details: - Novus Loyalty is a BSE-listed enterprise loyalty and customer engagement technology company. - The company focuses on enterprise loyalty platforms, merchant loyalty solutions, rewards and redemption marketplaces, card-linked offers and employee and partner rewards programmes. - Its platform uses an AI-enabled, API-first architecture to connect enterprises, merchants and rewards ecosystems. - The company says it serves more than 100 enterprise customers, processes more than 400 million transactions each month and supports more than 40 million consumers. - Novus serves clients in banking and financial services, fintech, retail, e-commerce, healthcare, hospitality, travel and automotive. - Jay Shah has more than 15 years of experience in loyalty and rewards, banking, fintech, strategic partnerships and international business development. - Shah will lead international business strategy, with a focus on enterprise relationships, strategic partnerships and growth in international markets. - Deepak Tomar, CEO of Novus Loyalty, said Dubai gives the company a strategic base to work more closely with regional customers and partners. - Vibhore Rastogi, CFO of Novus Loyalty, said the UAE expansion is a strategic step toward strengthening international business while maintaining financial discipline. - Novus Loyalty was founded in 2011 and is headquartered in Gurugram. - The company also offers loyalty technology, rewards redemption, merchant promotions and digital vouchers through client infrastructure or cloud-based subscriptions. - The company’s social links include LinkedIn, Instagram, Facebook, YouTube and X.

Between the lines: - Dubai gives Novus Loyalty a base inside a region where digital banking, enterprise software and customer engagement tools are gaining importance. - The appointment of a regional business lead signals a push to turn the UAE office into a sales and partnership hub, not just a representative presence. - Novus is framing loyalty as a broader customer relationship function, not a points-only program, which aligns with demand for more integrated engagement tools.

What's next: - Novus Loyalty plans to use its UAE base to pursue opportunities across the GCC, wider MENA region and other international markets. - The company will focus on building partnerships, expanding enterprise relationships and identifying sustainable growth opportunities. - Novus said it will keep investing in technology and business capabilities while maintaining financial discipline.

The bottom line: - Novus Loyalty is using Dubai to accelerate its international push and bring its loyalty platform closer to customers in the Gulf and beyond.