Bob Cards Limited

What Bob Cards Limited does

Bob Cards Limited (BOBCARD) is a Mumbai-headquartered, India-exclusive credit card issuer operating as a wholly-owned subsidiary of Bank of Baroda, one of India's largest public sector banks. It designs, issues, and manages approximately 30 credit card products spanning retail, defense, professional, travel, fuel, e-commerce, rural, and micro-enterprise segments, with exclusive co-branded programs for the Indian Army, Navy, Coast Guard, Assam Rifles, the chartered-accountant institutes (ICAI, ICSI, ICMAI), IRCTC, HPCL, Etihad, Snapdeal, Scapia, and Uni. The business runs a standard four-pillar card P&L — merchant discount rate (interchange), interest on revolving balances, annual/joining fees, and co-branding/EMI revenue — with consumer-facing surface delivered through a proprietary mobile app on iOS and Android, a RuPay-on-UPI integration, and a metal flagship card (BOBCARD One) issued in partnership with OneCard. Distribution is structurally embedded in Bank of Baroda's 8,000+ branch network and ~76 million-customer base, supplemented by regional rural bank partners (Baroda UP Bank, Baroda Gujarat Gramin Bank, Baroda Rajasthan Kshetriya Gramin Bank, Nainital Bank) that extend reach into underbanked geographies. Operations are lean — staff headcount is reported at 11–50 — with most servicing, compliance, and balance-sheet functions absorbed by the parent. In May 2026, Saravanakumar A was appointed as Managing Director & CEO. There are no disclosed standalone financials, no external funding rounds (capital is sourced from the parent), and no public evidence of proprietary AI/ML, patents, or trademarks.

Name

Bob Cards Limited

Legal name

BOBCARD Limited

Website

https://bobcards.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

BOBCARD, a wholly-owned Bank of Baroda subsidiary, issues ~30 credit cards across retail, defense, professional, travel, and micro-enterprise segments in India, distributed primarily through the parent's 8,000+ branch network and co-branding partners.

Ownership category

akta.pro rank

Product category

Credit Card Services

NAICS

Credit Card Issuing (522210)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Credit Cards & Revolving Credit (FSABAAAC)

akta.pro secondary industries

Business / Corporate Credit Cards (FSAKABAF), Commercial & Corporate Card Schemes (FSAMAAAF)

Keywords

• Credit card issuance
• Co-branded credit cards
• Consumer credit products
• Corporate credit cards
• Digital payment solutions

Headquarters

HQ city

Noida, Uttar Pradesh

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Credit Card Transaction Fees: Revenue generated from merchant discount rates (MDR) on every transaction made using BOBCARD credit cards. This includes both domestic and international transactions with varying forex mark-up fees for foreign currency transactions.
2. Interest on Revolving Credit: Interest income from cardholders who carry forward balances beyond the grace period. The interest-free grace period ranges from 20 to 50 days depending on transaction dates.
3. Annual and Joining Fees: Revenue from annual fees and joining fees on premium credit cards. Many cards offer lifetime free (LTF) options while premium variants like Eterna, TIARA, and corporate cards charge fees.
4. Co-branding Partnerships: Revenue sharing arrangements with co-branding partners including airlines (Etihad), fuel companies (HPCL), travel platforms (Scapia, IRCTC), and professional bodies, where partners contribute to card costs in exchange for customer acquisition and transaction revenue.
5. EMI and Loan Products: Revenue from Smart EMI conversions and other loan products extended through credit card platform, including processing fees and interest on EMI facilities.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

BOBCARD (Bob Cards Limited) issues a diverse portfolio of credit cards across India, operating as the wholly owned credit card subsidiary of Bank of Baroda. It offers consumer cards spanning lifestyle, travel, fuel, rail, shopping, cashback, and women-focused segments, alongside business/corporate cards and specialized cards for defense personnel and professional bodies. Cards are supported by mobile apps, a digital card management portal, UPI-based RuPay card payments, and partner co-brand integrations.

Product overview

BOBCARD is a credit card portfolio brand operated by Bob Cards Limited, a wholly owned subsidiary of Bank of Baroda. The company offers a diverse suite of credit cards organized into consumer segments including lifestyle/travel (ETERNA, PREMIER, BOBCARD One metal card), co-branded travel (BOBCARD Etihad Guest Premium, BOBCARD Etihad Guest, BOBCARD Scapia), retail/shopping (BOBCARD Cashback, SELECT, SNAPDEAL BOBCARD, EASY), women-focused (TIARA), fuel (HPCL ENERGIE), rail (IRCTC Credit Card), rewards (BOBCARD Uni GoldX), business/corporate (CORPORATE, BOBCARD Micro Enterprise, EMPOWER), secured (PRIME), regional bank partnerships (BUPB/BGGB/BRKGB PRAGATI, NAINITAL BANK RENAISSANCE), and defense forces (Indian Army YODDHA, VIKRAM, Indian Navy VARUNAH, Indian Coast Guard RAKSHAMAH, Assam Rifles SENTINEL). The portfolio also includes professional associations (ICAI Exclusive, ICSI DIAMOND, CMA ONE). Key features include lifetime free offers on select cards, mobile app management, UPI integration on Rupay cards, and up to 50 days interest-free credit periods. The company positions itself as serving micro enterprises under GOI initiatives alongside retail consumers.

Differentiator

Problem solved

Functional benefit

Brands

• ETERNA: Premium credit card for high-performers offering lifestyle and travel privileges with rewards up to ₹81,000.
• TIARA
• BOBCARD Cashback
• PREMIER
• HPCL ENERGIE
• IRCTC Credit Card
• BOBCARD Etihad Guest Premium
• BOBCARD Etihad Guest
• BOBCARD Scapia Credit Card
• BOBCARD Uni GoldX
• BOBCARD One
• SELECT
• SNAPDEAL BOBCARD
• EASY
• PRIME
• BUPB/BGGB/BRKGB PRAGATI
• NAINITAL BANK RENAISSANCE
• ICAI Exclusive BOBCARD
• ICSI DIAMOND
• CMA ONE
• Indian Army YODDHA
• VIKRAM
• Indian Navy VARUNAH
• Indian Coast Guard RAKSHAMAH
• Assam Rifles The SENTINEL
• BOBCARD Micro Enterprise
• CORPORATE
• EMPOWER

Products and services

• ETERNA Premium lifestyle and travel credit card offering lifestyle and travel privileges with rewards up to ₹81,000 in value, unlimited airport lounge access, reward points on spending, BOGO movie tickets, and annual fee waiver benefits, targeting high-performers and lifestyle seekers.
• BOBCARD Etihad Guest Premium Co-branded premium travel credit card with Etihad Airways offering 6 miles per ₹100 spent on Etihad, 0% forex markup, unlimited airport lounge access, and bonus miles on spending milestones, targeting frequent international travelers.
• TIARA Premium women's credit card offering accelerated rewards, health packages, unlimited airport lounge access, and complimentary memberships and perks worth up to ₹31,652, designed to empower and celebrate women cardholders.
• BOBCARD Cashback Cashback credit card offering 5% cashback on online spends and unlimited 1% cashback on all other spends, with seamless auto-credit of cashback every month, targeting value-conscious online shoppers.
• BOBCARD One Metal credit card built with full-stack technology featuring a metal-crafted card with a dedicated feature-loaded and intuitive OneCard app for controlling every aspect of the credit card, positioned as India's best metal credit card.
• PREMIER Premium travel credit card for enthusiastic explorers offering reward points, travel deals and benefits, and fee waivers, designed for frequent domestic and international travelers.
• HPCL ENERGIE Co-branded fuel-focused credit card with HPCL offering up to 60 liters of free fuel, 25% off on movie tickets, fuel surcharge waivers, and 500 joining rewards, targeting automobile and fuel spenders.
• BOBCARD Etihad Guest Co-branded travel credit card with Etihad Airways offering 3 miles per ₹100 spent on Etihad Airways, 1% forex markup, and bonus miles on spend milestones, for travelers seeking airline-linked rewards.
• IRCTC Credit Card Co-branded rail travel credit card with IRCTC offering up to 10% savings on train tickets, everyday shopping rewards, and 500 bonus rewards, targeting railway travelers.
• BOBCARD Scapia Credit Card Travel credit card offering 20% rewards on travel bookings made on the Scapia app in the form of Scapia coins redeemable for flights, stays, trains, buses, and travel visa, with unlimited lounge access and 0% forex markup for travelers.
• BOBCARD Uni GoldX Co-branded credit card with Uni offering 1% value back in Uni Coins on every transaction and 5% value back on Uni store purchases, with coins that grow and appreciate over time, lifetime free with no expiring rewards.
• SELECT Credit card enhancing lifestyle with accelerated reward points on regular online shopping spends and everyday purchases, targeting active online consumers.
• SNAPDEAL BOBCARD Co-branded shopping credit card with Snapdeal offering 5% unlimited cashback, shopping vouchers worth up to ₹500, and everyday shopping rewards, for online shopping enthusiasts.
• EASY Everyday shopping credit card offering accelerated rewards, cashback, and fuel surcharge waiver for value-for-money on daily spends, targeting mass-market shoppers seeking consistent savings.
• CORPORATE Business credit card made exclusively for corporates, partnership firms, and start-ups to facilitate credit for hassle-free and cashless business operations, with 500 bonus rewards, airport lounge access, and 24x7 support.
• EMPOWER Business credit card for proprietors and self-employed segments to manage all business expenses efficiently, offering cashless convenience, up to 50 days interest-free credit, spend-based rewards, and an annual fee waiver.
• PRIME Credit card against bank FD with almost zero documentation, offering lifetime free access, guaranteed issuance, and reward points on spend, targeting secured credit seekers and customers with limited credit history.
• BUPB/BGGB/BRKGB PRAGATI Special credit card for BUPB/BRKGB/BGGB regional rural bank customers in Uttar Pradesh, Rajasthan, and Gujarat, offering Smart EMI and everyday rewards to support the growth and development of regional rural bank customers.
• NAINITAL BANK RENAISSANCE Credit card exclusively for Nainital Bank customers offering 5X rewards on everyday purchases, fuel surcharge waiver, and Smart EMI options, for Nainital Bank's existing customer base.
• ICAI Exclusive BOBCARD Exclusive co-branded credit card for ICAI (Institute of Chartered Accountants of India) members offering 4,000 reward points, airport lounge access, and professional indemnity insurance, targeting chartered accountants.
• ICSI DIAMOND Exclusive co-branded credit card for ICSI (Institute of Company Secretaries of India) members featuring reward points, airport lounge access, and benefits for company secretary professionals.
• CMA ONE Exclusive co-branded credit card for ICMAI (Institute of Cost Accountants of India) professionals offering 4,000 reward points, complimentary insurance, and unmatched benefits targeting cost accountants.
• Indian Army YODDHA Exclusive lifetime free credit card for Indian Army Personnel offering lifetime free access, airport lounge access, complimentary memberships, and rewards exclusively for serving army personnel.
• VIKRAM Lifetime free credit card for Defence Personnel offering lifetime free access to rewards, benefits, complimentary services, everyday shopping rewards, and value-for-money perks for defense service members.
• Indian Navy VARUNAH Exclusive credit card for Indian Navy Personnel featuring attractive welcome gifts, unmatched privileges, rewards on every spend, and complimentary insurance cover for navy service members.
• Indian Coast Guard RAKSHAMAH Exclusive credit card for Indian Coast Guard Personnel complementing discerning lifestyle with sea-fold rewards, airport lounge access, and exclusive memberships for Coast Guard service members.
• Assam Rifles The SENTINEL First-ever credit card for Assam Rifles Personnel offering special privileges, savings, rewards, complimentary insurance, and exclusive memberships dedicated to Assam Rifles service members.
• Business Exclusive Commercial range of BOBCARD credit cards designed for entrepreneurs and business owners for efficiency and practicality, providing support to meet everyday business needs and reimagine growth.

Quantifiable outcome

• Benefits valued up to ₹81,000 on Eterna card
• +5 more outcomes

Segments9 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

16 partnerships are on record, tiered core and minor.

• Etihad AirwayscoreGTM or Marketing PartnerCo-branded credit card partnership offering BOBCARD Etihad Guest and BOBCARD Etihad Guest Premium credit cards. Earn 3-6 miles per ₹100 on Etihad Airways spending, bonus miles on milestones, lounge access, and 0-1% forex markup waiver.
• HPCL (Hindustan Petroleum Corporation Limited)coreGTM or Marketing PartnerCo-branded HPCL ENERGIE credit card offering up to 60 liters of free fuel, 25% off on movie tickets, and 500 joining rewards for fuel users and automobile enthusiasts.
• IRCTCminorGTM or Marketing PartnerCo-branded IRCTC BOBCARD credit card offering up to 10% savings on train tickets, everyday shopping rewards, and 500 bonus rewards for railway travelers.
• SnapdealminorGTM or Marketing PartnerSnapdeal BOBCARD co-branded card offering 5% unlimited cashback, shopping vouchers worth up to ₹500, and everyday shopping rewards.
• ScapiaminorGTM or Marketing PartnerBOBCARD Scapia credit card offering 20% rewards on travel bookings (in Scapia coins), unlimited lounge access, and 0% forex markup for travelers.
• Uni (Uni Club)minorGTM or Marketing PartnerBOBCARD Uni GoldX credit card offering 1% value back in Uni Coins on every transaction, 5% value back on Uni store purchases, and lifetime free with no expiring rewards.
• TripstaccminorGTM or Marketing PartnerTravel deals partnership offering exclusive travel discounts and offers for BOBCARD holders through tripstacc platform.
• ICAI (Institute of Chartered Accountants of India)minorGTM or Marketing PartnerICAI Exclusive BOBCARD credit card with 4000 reward points, airport lounge access, and professional indemnity insurance exclusively for ICAI members.
• ICSI (Institute of Company Secretaries of India)minorGTM or Marketing PartnerICSI Diamond BOBCARD credit card with 3999 reward points, airport lounge access, and reward points for ICSI professional members.
• ICMAI (Institute of Cost Accountants of India)minorGTM or Marketing PartnerCMA ONE BOBCARD credit card with reward points, complimentary insurance, and 4000 reward points for ICMAI members.
• Indian ArmycoreGTM or Marketing PartnerExclusive lifetime free credit cards YODDHA (Indian Army) and VIKRAM (Defense Personnel) with airport lounge access, complimentary memberships, and insurance for army personnel.
• Indian NavycoreGTM or Marketing PartnerIndian Navy VARUNAH credit card exclusively for Navy personnel with attractive welcome gifts, rewards on every spend, and complimentary insurance cover.
• Indian Coast GuardcoreGTM or Marketing PartnerIndian Coast Guard RAKSHAMAH credit card with sea-fold rewards, airport lounge access, and exclusive memberships for Coast Guard personnel.
• Assam RiflescoreGTM or Marketing PartnerAssam Rifles The SENTINEL credit card, first ever designed for Assam Rifles personnel with special privileges, savings, rewards, and complimentary insurance.
• Nainital BankminorChannel Partner/ Reseller/ DistributorNainital Bank Renaissance BOBCARD credit card with 5X rewards, fuel surcharge waiver, and Smart EMI option for Nainital Bank customers.
• BUPB/BGGB/BRKGB (Regional Rural Banks)minorChannel Partner/ Reseller/ DistributorBUPB/BGGB/BRKGB PRAGATI credit card for customers of Uttar Pradesh, Bihar, Rajasthan, and Gujarat regional rural banks with Smart EMI and everyday rewards.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• OneCard: India's first metal credit card fintech (FPL Technologies). Notably the technology partner powering BOBCARD One, sharing the same OneCard app stack — directly comparable in metal-card mobile-first positioning.

Direct peers

• ICICI Bank Credit Cards: Major private-sector issuer with strong co-brand presence (Amazon Pay, Emirates, HPCL). Competes with BOBCARD for travel, retail, and corporate card customers.
• Kotak Mahindra Bank Credit Cards: Private-sector issuer scaling its credit card book and 811-style digital acquisition. Comparable to BOBCARD in targeting premium and salaried segments.
• SBI Card: One of India's largest credit card issuers, listed entity spun off from State Bank of India. Directly comparable to BOBCARD as a bank-affiliated credit card issuer with broad consumer and partnership-led portfolio.
• Axis Bank Credit Cards: Aggressive rewards-led issuer with strong travel and fintech co-brands. Direct competitor to BOBCARD for premium lifestyle and travel card positioning.
• HDFC Bank Credit Cards: India's largest credit card issuer by cards-in-force across consumer, premium, and co-branded categories. Direct rival for retail and rewards card share against BOBCARD.
• AU Small Finance Bank Credit Cards: Mid-sized Indian bank growing its credit card portfolio with a digital-led, partnership-driven approach. Comparable to BOBCARD as a non-top-tier scaling issuer.
• Standard Chartered Bank India Credit Cards: Foreign bank with a strong premium and super-premium travel-card presence in India. Directly comparable to BOBCARD's Eterna and Etihad-branded premium cards.
• IndusInd Bank Credit Cards: Private-sector bank with a meaningful credit card franchise across premium and co-branded categories. Direct competitor for travel and lifestyle card share in India.
• American Express India: Closed-loop premium issuer with strong rewards and travel cards. Competes with BOBCARD for high-spend consumers and corporate card customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/bobcard
• LinkedInlinkedin.com/company/bob-cards-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bob Cards Limited