India’s Credit Card Rewards Remain Largely Underutilised
India has over 11 crore active credit cards, yet a majority of users either forget their reward points or redeem them inefficiently. While banks promote rewards aggressively, the lack of structured guidance means most consumers fail to extract real value, especially for high-impact categories like travel, hotels, and premium purchases. This gap has created space for platforms focused on reward optimisation rather than card issuance.
Deal Snapshot from Shark Tank
Personal finance startup Save Sage secured ₹4 crore in funding on Shark Tank India Season 5 after a detailed pitch on optimising credit card rewards.
Founder Ashish Lath initially sought ₹1 crore for 1 percent equity, valuing the company at ₹100 crore. Following negotiations, the final deal closed at ₹4 crore for 9 percent equity, valuing Save Sage at approximately ₹44.4 crore. The investment came from Anupam Mittal, Kunal Bahl, Mohit Yadav, and Namita Thapar.
What Save Sage Is Building
Founded by Ashish Lath, Save Sage helps users select the right credit cards, track reward points, and redeem them efficiently before expiry. The platform focuses on maximising real-world value from everyday spending, particularly for travel and shopping. During the pitch, Lath highlighted personal outcomes achieved through structured reward planning, including hundreds of flights, hotel stays, and high-value purchases, claiming returns of up to 23 percent on spends.
Why This Funding Matters
Save Sage’s deal reflects rising investor interest in consumer fintech platforms that simplify complex financial behaviour rather than selling new financial products. As India’s credit card base continues to grow, tools that help users extract more value from existing spending could become an important layer in the personal finance ecosystem, especially if they build trust, clarity, and habit-driven usage at scale.
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