Bengaluru, Feb. 17 -- E-retailers are widening the scope of their loyalty programmes to capture everyday spending on food, groceries, and daily essentials, giving reward points a life beyond air miles and luxury splurges.

The shift, according to industry executives, reflects a structural behavioural change rather than just a seasonal gimmick.

Amit Koshal, founder and chief executive of rewards platform TWID, noted that his platform saw food and groceries deliver the highest average savings for users in 2025, at about 8% of order value, exceeding savings from bill payments, e-commerce, and even travel. TWID works with merchants across categories, including food-delivery platform Swiggy, e-commerce platform JioMart, fashion e-retailer Myn...