Fundle.ai: Loyalty Program Management Software India: Rangriti’s Success with Fundle

Background: Rangriti’s Retail Chain Loyalty Challenges

Rangriti, a mid-sized player in the Indian apparel segment, had established themselves with physical stores predominantly in malls like Phoenix Marketcity Mumbai, Select CITYWALK Delhi, and others across the country. Despite a steady footfall, leadership recognized a gap in converting casual shoppers into loyal repeat buyers. Their legacy loyalty program was coupon-based, manually tracked, and lacked integration with point-of-sale (POS) systems, resulting in diluted customer insights.

Customer engagement was inconsistent as there was no centralized customer database. Insights from store visits, promotional response, and demographics were trapped in silos, limiting the ability to run targeted campaigns. For CMOs, this was a challenge: how to compete with bigger brands like Lifestyle or Pantaloons who had stronger loyalty programs supported by superior technology?

Rangriti’s CIO was also concerned about the scalability of their existing loyalty tools. The maintenance overhead was high, and integration with marketing automation platforms was minimal. They needed a solution purpose-built for India’s multi-store retail environment — one that could unify customer journeys and maximize lifetime value efficiently. This discovery phase led them to shortlist Fundle.ai based on its AI capabilities and adaptability.

Deployment of Fundle’s AI-Native Platform

Rangriti’s migration to Fundle Loyalty marked a strategic inflection point. The deployment involved configuring Fundle AI Platform to handle unique requirements such as multilocation stock information, store-level promotions, and regional customer preferences. The platform’s agentic AI capabilities automated segmentation, customer lifetime value scoring, and campaign orchestration with minimal manual intervention.

Fundle’s modular architecture allowed Rangriti to begin with core loyalty features and progressively enable AI Workflow automation and AI Agents to handle real-time personalization. This phased approach minimized disruption while delivering incremental benefits, a critical aspect given the multiple retail locations involved.

The AI-native design also provided data unification across Rangriti’s retail outlets by ingesting POS transaction data, mobile app behavior, and digital campaigns. Unlike other loyalty program management tools for retail chains, Fundle enabled continuous learning from customer interactions, improving the quality of offers and personalization over time. For Rangriti, this translated into actionable insights previously unavailable, setting them up for sustained loyalty growth.

Integration with POS and Marketing Channels

A major component of Rangriti’s loyalty transformation was deep integration between Fundle and their POS systems used across stores, such as GoFrugal and POSist. This ensured real-time syncing of transactional data, loyalty point accruals, and redemptions, eliminating discrepancies and manual reconciliations.

Further, Fundle extended integrations to Rangriti’s digital marketing stack which included MoEngage for push notifications and WebEngage for email campaigns. This allowed Fundle AI Agents to orchestrate hyper-targeted omni-channel journeys — for example, personalized birthday offers triggered by purchase history.

The integrated platform became the single source of truth for customer loyalty data, enabling marketing teams to run data-driven campaigns with agility. By combining in-store actions and online behaviors, Rangriti could identify high-value customer segments and incentivize repeat buying effectively, translating into measurable ROI across geographies and store formats.

Quantifiable Results and Revenue Impact

Within 12 months post-deployment, Rangriti achieved remarkable gains in loyalty metrics. Total loyalty enrollments surged by over 57%, while the share of active, engaged members grew nearly 150%. Most notably, repeat store visits increased from a modest 15% baseline to 40%, a key KPI for retail chains in India where competition is intense.

Rangriti achieved multi-store loyalty engagement impacting ₹X Cr revenue tracked by Fundle. Such transparent attribution gave executive leadership confidence in the program’s value.

Additionally, campaign conversion rates tripled from 8% to 22%, signifying that personalized communications powered by Fundle AI Agents resonated well with customers. This uplift was consistent across flagship outlets in malls like Phoenix Marketcity and Select CITYWALK, reflecting the scalability and robustness of Fundle AI Workflow.

Financially, the program contributed directly to a 12% same-store sales increase, outperforming category benchmarks. Operational efficiencies generated from automated workflows freed the marketing team to focus on strategic innovation rather than manual tasks.

Key Learnings for Other Indian Retail Chains

Rangriti’s journey underscores the pressing need for Indian retail chains to adopt advanced loyalty program management software India capable of handling complex multi-store challenges. Fragmented data and manual processes significantly restrain growth. An AI-first approach like Fundle’s accelerates unification of customer insights and automates personalized engagements at scale.

Retail CIOs should prioritize software platforms that natively integrate with popular POS solutions such as GoFrugal and POSist given their widespread adoption in Indian malls. Mall CMOs must demand real-time analytics and flexible campaign workflows to quickly address customer preferences, which vary by region and store format.

Importantly, Fundle’s agentic AI eliminates the bottlenecks typical in program management, enabling marketing teams to focus on creativity rather than data wrangling. Building measurable KPIs around enrollment rates, active members, repeat visits, and incremental revenue will guide continuous improvement.

Ultimately, loyalty programs in India must evolve beyond simple points or coupon systems, embracing AI-enabled platforms tailored to India’s retail complexities. Rangriti’s success offers a replicable roadmap for peers aiming to compete with leading brands like Reliance Trends and Lifestyle by deepening customer relationship and driving sustainable growth.

How Fundle solves this

Fundle.ai provides a uniquely Indian perspective by offering an AI-native loyalty program management software India that is designed around the country’s diverse retail ecosystem. The Fundle AI Platform ingests data from multiple offline and online sources, harmonizes it, and enables agentic AI that drives cross-channel campaigns autonomously. This approach addresses the complexity of managing over 30 stores like Rangriti’s in heterogeneous mall and standalone formats.

Fundle Loyalty focuses on delivering real-time insights through its sophisticated dashboards while enabling mall CMOs and retail CIOs to deploy targeted programs with minimal operational overhead. The Fundle Mall Loyalty and Brand Loyalty modules specifically cater to mall-based retailers and brand chains, supporting integrations with leading POS systems such as GoFrugal and POSist as well as marketing automation tools like MoEngage and WebEngage.

With Fundle AI Agents and the Fundle Agentic AI engine, repetitive marketing workflows become self-managing, continuously learning from customer responses and optimizing engagement automatically. The Fundle AI Workflow component empowers teams to design, measure, and adapt loyalty journeys faster than traditional manual systems allow.

Vineet Narang’s vision was to create a platform not only capable of scaling rapidly across India’s fragmented retail landscape but also putting user control and transparency front and center. The Rangriti case study encapsulates how Fundle transforms loyalty from a cost center into a revenue-driving, customer-centric asset.