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Citibank has launched new reward platform for its credit card holders. Sandeep Bhalla, Citibank India Business Manager said, "This new platform transforms rewards from being an add-on product of card ownership to the center of customer experience."

Currently, customers of Citibank collect some reward points on every purchase through credit card. There is also an option to earn greater reward points by spending at certain stores or by spending on weekends. With the help of new platform, customers can exchange their reward points for over hundred gift vouchers from world's leading brands. Customers can also place their catalogue orders with more ease by calling citiphone or on the Citi rewards site.

The bank also offers customers an easy online redemption. Through alliances with e-commerce portals, Citibank enables its card holders to exchange their reward points for purchases with a choice of over four million products. Purchases can be paid through any combination of rupees and reward points. Customers can also donate their reward points to NGOs (non-government organizations) like CRY and CPAA (Cancer Patients Aid Association), and make a contribution towards child welfare and cancer patients respectively.

The new reward platform also gives its customers the benefit of instant point-of-sale redemption. It enables the customers to redeem their reward points at payment check-out counters of around 190 merchants including Shopper's Stop and Westside.

Citigroup, a global financial services company, is expanded in more than 140 countries. In the last fiscal ended on March 31, 2009, the bank has registered a 20 percent net profit at Rs.2,173 crore.