Devaluation ICICI Bank Reduces iShop Limits, Majorly Impacting Emeralde Private Metal & Times Black Cards

[SubhankarSubhankar is verified member.]

We all know that when something seems "too good to be true," it usually doesn’t last long. We’ve seen this happen multiple times with other credit card-issuing banks, and now ICICI Bank has joined the list.


ICICI initially thrilled credit card enthusiasts by launching the iShop portal, offering accelerated reward points - similar to GiftEdge, TravelEdge, SmartBuy, and Rewards Multiplier from its competitors.


The key attractions?
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• 6X reward points on flight bookings​
• 12X reward points on hotel bookings​
• 6X reward points on gift vouchers—including the highly sought-after Amazon Pay vouchers​

With a ₹1,00,000 monthly purchase limit and an impressive 15-18% return, this was a no-brainer for many. Other banks had already imposed strict limits and convenience fees on such benefits, making ICICI’s offer a dream come true for users.


This was particularly rewarding for cards like Emeralde Private Metal and Times Black. While the Emeralde Private Metal is an exclusive offering, the Times Black card was widely issued, making it accessible to many.

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The Silent Devaluation​

However, in under two months, ICICI silently devalued the benefit, slashing the maximum purchase limit for Amazon Pay and Flipkart vouchers to just ₹12,000. This is a major letdown, especially for those who recently got the Times Black card, which comes with a hefty ₹20,000 joining and renewal fee.


While it’s understandable that the bank wanted to prevent potential catastrophic losses - something we’ve seen happen to its peers - this abrupt change has shaken customer trust in ICICI.

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Planned Strategy or Poor Judgment?​

This move raises two possibilities:

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1. A strategic bait-and-switch: ICICI may have planned this from the start, waiting to hit its internal targets (especially considering the poor initial response to the Times Black card). If so, it was a well-played marketing move.​
2. A miscalculated risk: If ICICI failed to anticipate the cost-to-opportunity ratio, it reflects poorly on the management’s competency—something we have questioned before with other banks.​

What do you think? Was this an intentional strategy or a miscalculation? Let us know in the comments.​

 

[Credit_Cards]

How will you recover 23600 joining fee and renewal fee every year?

Not every card should be boiled down to receiving recovering fee but Times will not have great renewal cycle for iShop focused users.

 

[drsel]

Not every card should be boiled down to receiving recovering fee but Times will not have great renewal cycle for iShop focused users.

There are no renewal benefits at all, so why would anyone renew the card by paying a renewal fee of 23600?

Even with the joining benefits, recovering the joining fee of 23600 is almost impossible.

 

[Credit_Cards]

There are no renewal benefits at all, so why would anyone renew the card by paying a renewal fee of 23600?

Even with the joining benefits, recovering the joining fee of 23600 is almost impossible.

that is your view point, its not fact

 

[drsel]

that is your view point, its not fact

Alright how will you recover 23600 renewal fee?
So far no one has been able to answer that

 

[avijith7]

The ICICI Bank Times Black Credit Card may have good milestone benefits, but I agree with @drsel that since the fees of the card itself are so high, it becomes almost impossible to recover the fees if there is no renewal benefit. The only way one can try to recover the annual fees is through reaching the spending milestones, but to do that, one may be forced to manufacture artificial spends. Much better would be to just provide a renewal benefit to recover the fees, which is not there in this card.

 

[P3T3R_GOA]

In India, no bank operates ethically, and ICICI Bank is a prime example.

Totally agree with you. Two of the most unethical companies in India are ICICI and Reliance (thankfully they are not into banking).
In fact I always say the full form of ICICI is "I Cheat Indian Customers Indefinitely".
HDFC is "Highly Disfunctional Funny Clowns" (those of you who feel that Funny and Clowns are not the right words, are free to replace them with something better 😉 ).

usually, if the add-on card# and mobile# are different than that of primary then it's 10k each in case of Infinia. Not sure how EPM works.

I have an Infinia with an Ad on with the same number. In my case is the limit 10K total? Last month I purchased 2 Amazon Pay Vouchers of 5K each. Now I'm not getting the vouchers on GYFTR. Only Amazon Shopping Vouchers are showing up.