One97 Communications Limited, the parent company of Paytm, has unveiled two major updates aimed at strengthening its non-payments ecosystem — a new loyalty program that converts reward points into digital gold, and an AI-powered travel assistant that enables conversational bookings. These launches mark a key step in Paytm’s ongoing push to diversify revenue streams and reinforce user engagement amid rising competition.
“One97 Communications Limited, Paytm’s parent company, launched a loyalty program converting reward points into digital gold and upgraded its travel platform with an AI assistant for conversational bookings on Thursday.”
The new AI travel platform allows users to discover destinations, generate customized itineraries, and book flights, trains, buses, and metro rides through natural, chat-based interactions. This intuitive experience aims to simplify travel planning while expanding Paytm’s footprint in India’s growing travel tech sector. The company noted that its travel vertical has been one of the fastest-growing segments in FY25, significantly contributing to its non-payments revenue.
In parallel, Paytm introduced a gold-backed loyalty program to drive greater user retention and engagement. Under this scheme, users earn gold coins on UPI payments and P2P transfers, which can be converted to digital gold once they reach a ₹15 threshold. As Vijay Shekhar Sharma, founder and CEO of Paytm, explained, “Users get one gold point per ₹100 spent, double for RuPay cards, with 100 coins equaling ₹1 in digital gold.” The initiative builds on Paytm’s earlier digital gold feature launched in 2017, bringing renewed focus to wealth-linked loyalty as a differentiator in India’s crowded fintech space.
The twin launches are also part of Paytm’s broader diversification strategy following regulatory restrictions imposed by the Reserve Bank of India on its payments bank operations earlier this year. The company is now doubling down on high-growth areas like travel, ticketing, and wealth management, seeking to rebuild momentum and restore investor confidence after a turbulent 2024.
By merging AI-driven personalization with tangible rewards in digital assets, Paytm is positioning itself to offer more than just payments — it’s building a holistic consumer ecosystem that blends convenience, value, and trust.
