Mumbai, Maharashtra | January 15, 2026
Fateh Rural Limited, a leading rural marketing and advertising company, has entered into a strategic partnership with Karuyaki Solutions, Grattonz (Online Giftkarting Pvt. Ltd.) and Five10x (USA) to build an integrated loyalty ecosystem for rural distributors.
The collaboration seeks to help brands with large rural distribution networks — typically comprising over 500 distributors — design and execute loyalty programs that go beyond transactional rewards and focus on sustained engagement, motivation and measurable performance outcomes.
The partnership was formalised through the signing of a Memorandum of Understanding (MoU) in Mumbai recently by Mr. Sarabjit Singh Puri, Chairman, Fateh Rural Limited; Mr. Rajeev Ubhe, CEO, Karuyaki; Mr. Ashutosh Karnik, Director, Grattonz and Five10x; and Mr. Hemang Desai, Promoter, Five10x (USA).
While loyalty programs have gained traction in urban markets, rural distributor engagement remains largely under-served. According to industry estimates, India’s loyalty program market reached approximately USD 3.58 billion in 2025 and continues to grow at over 18 percent annually. However, penetration within rural distribution ecosystems continues to remain negligible, despite their critical role in driving sales across categories such as FMCG, agri-inputs, consumer durables and building materials.
The alliance aims to bridge this gap by combining technology, rewards expertise and on-ground rural marketing execution into a single, scalable model.
Under the partnership, Fateh Rural will anchor the on-ground execution, leveraging its experienced rural marketing teams, extensive field network and dedicated rural call centres to identify distributors, onboard them onto loyalty platforms and ensure continuous engagement. Karuyaki will provide the technology and software infrastructure powering the loyalty system, while Grattonz, with over a decade of experience in rewards and engagement solutions, along with Five10x (USA), will enable points- and miles-based loyalty frameworks designed to motivate distributor behaviour.
Speaking about the rationale behind the partnership, Mr. Sarabjit Singh Puri, Chairman, Fateh Rural Limited, said, “Today, nearly 80 percent of distributors remain inadequately motivated, with only about 20 percent actively driving performance for brands. This directly impacts sales outcomes. While loyalty programs exist, most are software-led, lack rural marketing understanding and depend heavily on Excel-driven tracking, where real performance often gets missed. This partnership brings together technology, schemes and reach in a highly synergised manner to deliver meaningful engagement. The opportunity is significant — the loyalty market itself is barely at one percent penetration, indicating enormous growth potential.”
Puri added that the platform is not restricted to distributors alone and can be customised to serve multiple stakeholder groups, including employees, sales personnel and professionals such as doctors, depending on brand requirements.
From a technology standpoint, Mr. Rajeev Ubhe, CEO, Karuyaki, said the collaboration enables brands to move from fragmented loyalty efforts to a unified, data-driven engagement model that is easy to deploy and track, even in complex rural environments.
Mr. Ashutosh Karnik, Director, Grattonz and Five10x, highlighted that the partnership brings proven loyalty mechanics into rural markets where aspiration, recognition and rewards can significantly influence distributor behaviour.
With Five10x being US-based, the alliance also has ambitions beyond India. Mr. Hemang Desai, Promoter, Five10x (USA), noted that the model developed through this partnership has the potential to scale into other emerging markets where distributor-led growth remains a key lever.
Fateh Rural expects to onboard 20–25 brand clients in 2026, with exponential growth anticipated in the years that follow, as more marketers recognise the impact of structured distributor engagement on rural sales performance.
