Air India has partnered with SBI Card and Visa to introduce a co-branded credit card for its Maharaja Club loyalty members. The product aims to boost engagement within the airline's ecosystem and expand SBI Card's reach in the travel sector. This collaboration targets over five million loyalty members by linking air travel rewards with daily spending across retail and hospitality partners.
Air India and SBI Card have officially launched a new co-branded credit card, supported by Visa’s processing infrastructure. This product is designed to integrate the airline's 'Maharaja Club' loyalty program directly into the everyday financial transactions of its customers. Since the loyalty program was redesigned in 2024, it has grown to include over five million members. By issuing this card, the airline aims to keep its travelers engaged within its own ecosystem, even when they are not flying.
For SBI Card, this is a strategic expansion into the travel-focused consumer segment. Issuing cards in partnership with airlines is a common method for lenders to acquire new, high-value customers without spending heavily on independent marketing. Because the partner provides a pre-existing base of engaged travelers, the cost of acquiring these customers is typically lower than it would be for a general-purpose credit card.
The card offers benefits beyond just flight bookings. It allows users to earn and redeem points on both Air India and Air India Express flights. Additionally, cardholders can use these points across the Star Alliance network, which includes 25 global partner airlines. The program also features tie-ups with over 100 brands in sectors like retail and hospitality. By linking these diverse spending categories to travel rewards, the company hopes to capture a larger share of the wallet from the growing Indian middle-class traveler base.
The credit card market in India is currently very competitive, with major private banks like HDFC, ICICI, and Axis Bank also offering strong travel-linked credit cards. The success of this new offering will depend on the actual usage of the card for day-to-day purchases rather than just occasional flight bookings. Investors and market observers may track how this partnership affects SBI Card's fee-based income and overall card spends in the upcoming quarterly results. The sustainability of this model relies on the ability to retain cardholders through consistent reward value and the continued expansion of the airline's broader network.