After graduating in Commerce from St Xaviers, Kolkata, Akhil Saraf joined his father’s tax consultancy firm. But he was itching to start his own business. “Much like my father, who didn’t join my grandfather’s business, I too wanted to go solo,” says Saraf. After three years working as a tax consultant, the 24-year-old saw a business opportunity in the customer loyalty and rewards market. In June 2015, he founded Loyalie , a customer loyalty programme management company. It has since transformed into a company which offers marketing solutions to brick-and-mortar businesses. The statup’s platform AER— acquire-engage-retain—keeps track of all customer referrals—who makes them, to which person and for which product—largely automating the customer acquisition , engagement and retention exercise for its clients.The startup assists in keeping loyal customers as the core focus for its clients’ business and helps them come up with offers and services around these customers. It helps in customer acquisition—primarily focused on friends and families of existing loyal customers.The startup’s engagement services are aimed at their clients’ loyal customer base. Retention via loyalty program focuses on the target/loyal so audience keep coming back for business. “Loyalie is a one-stop solution for all the pain points a brand faces: From marketing and operations to database management and generating sales leads,” says Saraf. The Kolkata-based startup follows a SaaS (Software As A Service) model and charges a subscription fee from its clients, based on their specific service needs.Saraf, who was interning with his father when he was a college student, has been an equity investor for the past six years. He invested Rs 20 lakh from his savings to start Loyalie. The beginning, he says, was tough. Since the company started out with a focus on small businesses, it had to spend considerable time and energy explaining the importance of loyalty programmes and how they could boost sales. The founder soon realised that the company would do better if it focused on larger clients, who could better understand building customer traction through the aid of technology.“This change in focus to larger corporates helped us take-off and has resulted in building a healthy client list,” says Saraf. Loyalie now has 45 clients, prominent one’s being Lexus Motors, Ornate Group, Skipper Furnishings and Goodwyn tea.Having started the business in Kolkata, the other big challenge, says the founder, was to attract talent. “The startup culture was not really rooted in the city, people preferred working for established companies instead,” says Saraf. Gradually, as the business started finding its footing, it started drawing job seekers’ interest. “Tired of run-of-the-mill corporate jobs, we attracted several go-getters. They have been instrumental in shaping the business and will help take the company forward,” says Saraf.Loyalie, which has expanded operations to Bengaluru and Kochi generated a modest Rs 60 lakh in revenue in 2016-17. “In 2015-16 we were in beta mode. In 2016-17, half our revenue came in March alone. We are now set for a quick growth,” says Saraf. But convincing corporates on the value Loyalie brings to the table is still a challenge. “We are a new company and there are established firms offering similar services. But our improved product and satisfied list of clients is helping us win customers,” says Saraf. The startup has partnered with a Singapore and an Australia-based company which, says Saraf, will help it expand operations to more than 10 countries by end-2017.