When it comes to scaling your gift card program, distribution is everything.
You can design the most compelling gift cards out there, but if they’re not in the right channels, reaching the right audiences, they’ll never unlock their full potential.
At Razorpay, we’ve worked with India’s top brands to reimagine distribution and the results speak for themselves. Here’s how forward-thinking businesses are setting themselves up for 2x–3x growth in gift card sales.
Traditional Isn’t Dead. But It’s Not Enough
For a long time, gift card distribution meant in-store stands and a “Gift Cards” tab on your website. These channels still work but they mostly reach people already shopping with you.
To unlock real scale, brands today are combining these traditional channels with emerging digital distribution models.
Our data shows that brands tapping into three or more distribution channels see 2.4x higher gift card sales than those sticking to traditional channels alone.
Tapping into the B2B Opportunity
The corporate gifting market in India is massive: Rs.12,000 Cr and growing. And gift cards are quickly becoming the go-to choice for HR, marketing, and procurement teams alike.
Here’s how smart brands are winning in B2B:
- Employee recognition via HR platforms
- Client gifting with corporate bulk orders and volume-based discounts
Event-based rewards for webinars, surveys, or partner engagement
We’ve seen brands create dedicated B2B portals with Razorpay Engage to simplify bulk purchases—and increase enterprise gift card revenue by multifold within months.
Get into the Catalogs Customers Already Use
From banks to credit card reward programs, catalog partnerships give you exposure to millions of customers actively looking to redeem points.
The secret to success here?
- Offer competitive margins to catalog operators
- Keep redemption flows simple and fast
- Run co-branded campaigns to stay top of mind
This isn’t just about access, it’s about making your gift cards the most attractive option on the list.
Scaling Through Reseller Platforms
Multi-brand resellers are one of the fastest-growing gift card sales channels in India.
These platforms let customers buy gift cards from multiple brands in one go—often with slight discounts that drive high conversion.
Yes, this model usually involves a wholesale rate. But the volume uplift is worth it.
Measuring What Matters
Not all channels will work equally well for your brand. The only way to find your winners? Track the right data.
Here are a few metrics we recommend monitoring by channel:
- Total volume sold
- Average card value
- Redemption rate & speed
- Uplift beyond face value
- Share of new vs. existing customers
- Cost of distribution vs. return
With Razorpay Engage Gift Cards, you get full visibility into each of these metrics, so you can double down on what’s working and phase out what’s not.
The Bottom Line
Distribution is no longer just about visibility, it’s about reach, relevance, and return.
By expanding beyond traditional channels and leveraging B2B, loyalty catalogs, and reseller platforms, brands are seeing tangible, scalable growth in their gift card programs.
Ready to unlock the full potential of your gift card strategy?
