The BSE-listed technology company appoints Jay Shah to lead international business and strategy as it strengthens its presence across the Middle East.
Novus Loyalty Limited has opened a regional office in Dubai to accelerate its expansion across the GCC and wider MENA region, strengthening its engagement with banks, payment networks, fintech companies, merchants and enterprise customers.
Founded in 2011 and headquartered in Gurugram, India, Novus Loyalty provides enterprise loyalty and customer engagement technology across international markets. The Dubai office will serve as a regional hub for partnerships, customer relationships and business development.
As part of the expansion, the company has appointed Jay Shah as President, International Business and Strategy. A Chartered Accountant with more than 15 years of experience across loyalty, banking, fintech and international business development, Shah will lead regional strategy and strategic partnerships. He was recognised among the 30 Under 40 Rising Stars of Loyalty at the Loyalty Magazine Awards 2019.
“Our focus will be on building meaningful alliances and delivering solutions that create measurable business value across the region.”
— Jay Shah, President, International Business and Strategy, Novus Loyalty Limited
The move comes amid growing demand for digital engagement, personalised rewards and data-driven loyalty programmes across the GCC. The regional loyalty market is projected to grow from approximately US$3.4 billion in 2026 to US$5.6 billion by 2030, according to ResearchAndMarkets.com.
Novus offers enterprise loyalty platforms, merchant engagement solutions, card-linked offers, rewards marketplaces and employee and partner incentives. Its API-first technology integrates with existing business ecosystems, while its NoCXy AI initiative reflects its focus on AI-driven customer engagement.
CEO Deepak Tomar said the Dubai presence would bring the company’s technology capabilities closer to businesses in a key international market.
Novus serves more than 100 enterprise customers, processes over 400 million transactions monthly and supports more than 40 million consumers. Listed on the BSE SME platform in March 2026, the company is pursuing further international growth.
