Exact financial details were not disclosed, but Alliance Data Systems said that the investment was less than $5m.

The Indian company comprises three businesses: full service agency Direxions Marketing Solutions, consumer and channel analytics agency Cartesion Consulting and customer loyalty operation Red Box Rewards.

LoyaltyOne president Bryan Pearson (pictured) said: “This venture into India aligns with our global expansion strategy of identifying geographies with significant market opportunities for loyalty initiatives. 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.”