How India’s Largest Digital Gifting Platform Scaled Merchant Management with M2P’s MMS

Digital gifting in India has evolved from occasional, promotional physical vouchers to instant gift cards, prepaid vouchers, e-coupons, and digital experiences delivered via online platforms, apps, and social channels. The market is witnessing strong momentum driven by rising internet penetration, growing ecommerce adoption, and a clear preference for hassle-free gift ordering. Today, leading platforms issue hundreds of thousands of gift vouchers every day across thousands of brands and multiple channels, including bank portals and brand apps. 

But this growth comes with operational complexity. Platforms must manage thousands of merchant relationships, comply with RBI’s PPI norms, and still offer real-time visibility into transactions, commissions, and settlements. Manual workflows and fragmented systems quickly lead to delayed payouts, poor merchant experience, and limited control over fund flows. 

In this scenario, India’s largest digital gifting and rewards platform decided to rethink how it manages merchants and settlements at scale. Partnering with M2P, the company implemented a Merchant Management System (MMS) and prepaid stack to automate merchant lifecycle management, streamline settlements, and support omnichannel voucher journeys, without compromising on compliance. 

About the Client

India’s top digital gifting and rewards platform powers instant, brand-specific e-gift vouchers for consumers, corporates, and loyalty programs. They specialize in consumer gifting, bulk corporate incentives, and seamless reward redemptions via bank and third-party integrations for some of India’s most loved brands. Its operating scale includes, 

• 1000+ brand partnerships across retail, travel, dining, and more 

• 500k+ gift vouchers issued per day 

• Multi-channel distribution via bank portals, brand websites, third-party platforms, and its own properties

Challenges of Largest Digital Gifting and Rewards Platform

As volumes grew, the legacy setup started buckling under the weight. Merchant onboarding, settlement calculations, and reconciliation processes remained heavily manual, creating mounting pressure across four key areas:

• Merchant overload: Juggling exploding partnerships and endless gift voucher variations across 1000+ brands 

• Frictionless delivery: Ensuring instant digital vouchers (no physical cards) worked reliably across every redemption channel 

• Compliance pressure: Meeting RBI PPI requirements through a licensed, audit-ready prepaid platform 

• Zero visibility: No real-time tracking of transactions, redemptions, or customer patterns

How M2P’s MMS Delivered Operational Excellence

To address these scaling challenges, the platform integrated M2P's Merchant Management System (MMS) with our licensed prepaid payment infrastructure. This enterprise-grade solution transformed their operations across four key dimensions:

Unified Merchant Lifecycle Management 

MMS provides a centralized platform for managing complex merchant ecosystems through multi-tier hierarchies and role-based access controls (RBAC). 

• Accelerated merchant onboarding and gift voucher program configuration

• Maker-checker approval workflows ensure governance over high-risk changes, including billing modifications, onboarding, and bank account updates

Automated Settlement and Reconciliation

Legacy manual processes were replaced with fully automated settlement cycles and intelligent invoicing. 

• Guaranteed timely merchant payouts with configurable thresholds and minimal manual oversight

• Support for ad-hoc settlements alongside flexible fee structures (MDR, transaction, refund, settlement, and dispute fees) tailored to merchant agreements

Multi-Channel Redemption Orchestration 

MMS enables seamless gift voucher issuance and redemption across diverse ecosystems: 

• Bank reward platforms and loyalty programs

• Third-party aggregators (e.g., Amex)

• Proprietary platforms and brand-owned channels

• Offline merchant locations

• Enterprise-scale bulk e-gift voucher (EGV) distribution

  Custom redemption workflows deliver consistent end-customer experiences across online and offline touchpoints.

Regulatory Compliance and Audit Readiness

Built for India's PPI regulatory framework: 

• Granular purchaser and transaction-level reporting with data localization compliance

• MMS and prepaid systems certified by RBI-empaneled auditors, ensuring full adherence to Master Directions on Prepaid Payment Instruments

Conclusion

If your gifting or rewards business is grappling with manual merchant operations, delayed settlements, or fragmented voucher journeys, it may be time to rethink your merchant management stack. 

Book a demo to explore how a dedicated Merchant Management System can give you real-time visibility, automated settlements, and compliant prepaid-like flows, without rebuilding everything from scratch.

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