Targeting customers who hold Citibank's credit cards, the bank has launched new rewards platform.

Citi India business manager (cards), Sandeep Bhalla, said "This new platform transforms rewards from being an add-on product of card ownership to the center of customer experience."

Every time an individual spends on his Citibank credit card , he collects some reward points. Based on the Card type, he can earn greater Reward Points by spending at certain stores or by spending on weekends.

With the help of the new reforms, customers can redeem their reward points for over hundred gift vouchers from worlds leading brands. Customers can also place their catalogue orders with more ease by calling citiphone or on the Citi Rewards site.

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

Further the new reward platform 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, the leading global financial services company, has approximately 200 million customer accounts and does business in more than 140 countries. Citibank though struggling globally has done well in Indian branch registering 20 per cent rise in net profit at Rs 2,173 crore for the year ending March 31, 2009.