India Acquisition Marks Latest Global Expansion for Canada’s LoyaltyOne

Owner of Canada’s AIR MILES Reward Program Exporting Loyalty Marketing Expertise in Growing Consumer Markets

Online PR News – 29-July-2011 – – TORONTO — July 19, 2011 — Toronto-based LoyaltyOne, an Alliance Data business and owner of one of Canada’s most admired brands - the AIR MILES Reward Program, has acquired a 26 percent stake in India-based Direxions Marketing Solutions Pvt. Ltd. Direxions is behind some of India’s largest loyalty programs in the airline, hospitality and retail sectors and counts among its clients leading companies such as ICICI Bank, Levis, Colgate, Tata Photon, LG and Dominos, among others.

“This venture into India aligns with our global expansion strategy of identifying geographies with significant market opportunities for loyalty initiatives,” said Bryan Pearson, president of LoyaltyOne. “We look forward to working with Direxions to take loyalty marketing to new levels of success in India, one of the world’s fastest growing consumer markets.”

Direxions comprises three businesses: Direxions Marketing Solutions, a full-service agency and India’s market leader offering loyalty and relationship marketing solutions; Cartesion Consulting, a precision marketing consultancy, which provides analytic solutions including customer, loyalty, retail, campaign and channel analytics; and Red Box Rewards, which provides full-service rewards, point-based loyalty programs and incentive programs for businesses throughout India.

“By combining Direxions’ experience, knowledge and talent pool in Indo-Asia with LoyaltyOne’s deep expertise in coalition loyalty programs, analytics and customer relationship marketing, we will be unparalleled leaders in this space,” said Brian Almeida, Managing Director, Direxions.

With an estimated total population of 1.3 billion people, India is the second-most populous country globally and the world's 12th largest economy. It has a rapidly growing middle class of more than 50 million people. Global estimates suggest that the middle class is expected to grow ten-fold by 2025.

Similar to LoyaltyOne’s approach in Brazil with the October 2010 equity stake in CBSM – Companhia Brasileira De Servicos De Marketing (Dotz) — the company will work closely with Direxions to explore a coalition concept model similar to LoyaltyOne’s established and globally-recognized Canadian AIR MILES Reward Program and the quickly expanding and successful dotz program in Brazil. The partnership will also continue to offer leading edge one-to-one multi-channel marketing services for India’s consumer-focused companies (retail, financial services, travel and consumer packaged goods) leveraging the combined efforts, knowledge and experience of Direxions and LoyaltyOne.

Leena Basrur, currently non-Executive Chairman of Direxions, is LoyaltyOne’s President, India. She is leading the company’s business development, client services and day-to-day-operations. As one of the earliest and most experienced loyalty practitioners in India, Basrur has expertise in customer management, analytics and loyalty marketing, having created successful customer strategies for many of India’s leading brands.

About LoyaltyOne
LoyaltyOne is a global provider of loyalty strategy and programs, customer analytics and relationship marketing services. Its roster of clients includes leading businesses and brands in multiple sectors such as retail, banking, manufacturing, government, natural resources and utilities. LoyaltyOne businesses include Canada's AIR MILES Reward Program - North America's premier coalition loyalty program, COLLOQUY, Precima, LoyaltyOne Consulting and Direct Antidote. LoyaltyOne's industry-leading associates, practical experience and proven capabilities set the benchmark of thought leadership in the loyalty marketplace. Toronto-based LoyaltyOne is an Alliance Data company. For more information, visit

About Direxions Marketing Solutions Pvt. Ltd.
Direxions Marketing Solutions Pvt. Ltd. along with its businesses Cartesian and Red Box offer cutting-edge direct and integrated marketing solutions to companies desiring to acquire, retain and build relationships with customers, distribution and sales channels or employees. Designing, launching and implementing some of the biggest loyalty programs in the airline, hospitality and retail space, today Direxions continues to work with some of India's leading brands in retail, telecom, banking, consumer packaged goods and healthcare. With a pan-India presence, Direxions has built a strong practice in the Direct Marketing, relationship and loyalty industry in the country. For more information: visit

For more information:

Emanuela Myers Amy Greenshields
LoyaltyOne Environics Communications
416-552- 2352 416-969-2830