Benetton is now a 100 per cent subsidiary of Benetton Italy, Spa. It is a $ 2.1 billion corporation with brands like Sisley, Playlife and Killer Loop as a part of the group.

Benetton is the flagship brand with huge consumer salience and equity. Benetton has been in India through various JV's for the last 15 years. The brand has grown in stature and boasts a huge following among consumers in the Indian market.

Benetton India Private Limited director - sales and marketing Sanjeev Mohanty said, "The Benetton Consumer Loyalty Program would be one of the key drivers for growth and differentiation amidst cutthroat competition. This program also has the additional burden of setting new benchmarks in retail by delighting as well as pleasantly surprising our loyal consumers."