- Design industry shaping loyalty programs
- Integrate easily and go live quicker
- Deliver hyper-personalized consumer experiences
Blue Rewards from Al Futtaim Group Shares Loyalty Success Stories and Evolution. Watch Podcast >
Capillary Triumphs with 4 Prestigious Wins at the 2025 International Loyalty Awards! Read more >
With a legacy of trust since 1930, Himalaya Wellness has always placed customers at the heart of its mission. But loyalty today demands more than a one-size-fits-all rewards program. The shift in consumer expectations—from transactional interactions to meaningful relationships—called for a reimagined approach.
That’s exactly what Himalaya set out to do with the Smiles Loyalty Program—and Capillary was proud to help bring that vision to life.
Together, we transitioned Smiles into a truly modern loyalty ecosystem: tiered, data-driven, emotionally resonant, and seamlessly integrated across every customer touchpoint—from stores to screens.
The reimagined Himalaya Smiles program reflects the very best of modern loyalty design—rooted in intelligence, empathy, and real-time responsiveness. With Capillary as its technology partner, the program delivers on every front:
What truly sets this program apart is its focus on emotional loyalty. From personalized Ayurvedic wellness journeys and one-on-one health consultations to geo-targeted offers and celebrations of meaningful milestones like birthdays and anniversaries—Himalaya is moving beyond transactions to build lasting, trust-based relationships with its customers.
“For us, loyalty isn’t an add-on—it’s integral to how we serve our customers,” said Sarfaraz Rumane, GM – Retail & Customer Care, Himalaya Wellness. “With over 700 stores, building consistency and personalization at scale was critical. Capillary gave us the flexibility, tools, and real-time agility to make every interaction count.”
“Smiles was always about more than discounts,” added Renu Reddy, Senior Manager – Customer Experience & Engagement, Himalaya Wellness. “We wanted it to reflect how deeply we care about every customer’s wellness journey. From wellness tips to birthday surprises, Capillary helped us stitch these moments into a meaningful narrative of trust and connection.”
The ET Retail Award is recognition not just of the program’s innovation, but of the partnership behind it. It reflects a shared belief that loyalty—when done right—can become a core business strategy, not just a marketing lever.
“This award reflects Himalaya’s vision and the trust they placed in us to help deliver it,” said Siddhant Jain, Chief Customer Officer at Capillary Technologies. “Smiles is proof that when you combine purpose with the right technology, loyalty becomes something far more powerful than points—it becomes personal.”
As brands continue to rethink customer connection in a digital-first world, Himalaya’s success sets a compelling example of what’s possible when loyalty is treated not as a function, but as a brand philosophy.
We’re proud to be part of this milestone—and excited for what’s ahead.
