Novus Loyalty Ltd (544735) Share Analysis – Quality, Valuation Zone, Price Trend & DeciZen Rating

Novus Loyalty was incorporated under the name ‘Clavax Technologies Private Limited’ as a private limited company on June 24, 2011. Further, the name of the company was changed to ‘M/s Novus Loyalty Private Limited’ on September 06, 2024. Subsequently, the company was converted into Public Limited Company vide special resolution passed by the shareholders at the Extra Ordinary General Meeting held on June 16, 2025 and the name of the company was changed to Novus Loyalty on August 08, 2025.

The company is a technology-driven company offering loyalty and rewards solutions tailored for industries such as Fintech, E-commerce, Software, Finance, Banking, FMCG and Real Estate. Focused on enhancing customer engagement, retention, and acquisition, the company has developed a modern, scalable loyalty platform using the latest technology stack. This platform delivers comprehensive, data-driven solutions that help enterprises build meaningful relationships with their customers. The company provides both customizable and ready-to-use program models, including point-based rewards, event-triggered campaigns, cashback systems, purchase-linked promotions, and digital vouchers. The platform is built to be flexible and efficient, making it easy to connect with a company’s existing systems. It ensures customers have a smooth and consistent experience whether they interact through a website, mobile app, or in a physical store.

The company offers both On-premises with infrastructure and SaaS (software as a service) models along with AI powered analytics to its clients. With the On-Premises model, the platform is installed on the client’s own servers or private cloud. This gives full control over data, allows for custom setups, and is ideal for large businesses with strict security or compliance needs. The SaaS model is cloud-based, meaning clients can use the platform through a subscription without worrying about servers or maintenance. The company operates in both Domestic Market as well as International Market. Besides, it holds several quality certifications including ISO/IEC 27001:2013 for Providing Professional IT Service Software Development, Website Development, Mobile Application Development. The company is also CMMI Maturity level - 3 certified for providing IT and Marketing Services and PCI DSS compliance certified following the successful completion of an information security assessment, ensuring the secure handling of payment and customer data. Further, it follows OWASP security guidelines to ensure its applications are protected against common online threats and vulnerabilities.

Business area of the company 

The company operates as a provider of comprehensive loyalty solutions, specializing in customer engagement through reward programs, vouchers, gift cards and loyalty point management. The company designs, manages, and executes tailored loyalty strategies aimed at enhancing customer retention, driving consumer engagement, and stimulating repeat purchases across diverse industry segments including retail, hospitality, e-commerce and financial services.

Business verticals of the company 

• TECHNOLOGY: It includes easy integration with existing systems like websites, apps, and POS machines using APIs. The platform runs on a flexible subscription model, so businesses pay based on the features they need.
• REDEMPTION: Redemption refers to the process where customers exchange their accumulated points, rewards, or credits for tangible benefits, such as discounts, free products, or exclusive offers. This revenue is earned when customers of partner banks use their reward points to make purchases with merchants.
• MERCHANT PROMOTIONS: Merchant Promotions refer to special offers, discounts, or incentives provided by businesses (merchants) to attract new customers, encourage repeat purchases, or drive sales during a specific period. The company helps merchants promote their products by leveraging its large platform.
• DIGITAL VOUCHERS: Digital vouchers are electronic forms of coupons, gift cards, or promotional codes that customers can receive, redeem, and use through digital platforms such as websites, mobile apps, or email. Unlike traditional paper-based vouchers, digital vouchers are stored electronically and can be delivered and redeemed online or in-store.

Awards, accreditations and recognition 

• 2023: Awarded best use AI in Marketing Technology.
• 2023: Honored for Best use of innovation in loyalty marketing.

History and milestones

• 2011: Incorporation of the company as private limited company.
• 2024: Earned excellence in Finance Award for Loyalty Solutions for banking, E-commerce and retail award at FiNext Conference.
• 2025: Received fresh certificate of incorporation dated January 06, 2025, pursuant to change in place of Registered Office by changing its state from Delhi to Haryana.
• 2025: Name of the company was changed from Clavax Technologies Private Limited to Novus Loyalty Private Limited.
• 2025: Conversion from a private limited company to a public limited company.