Then came SBI CB which is again not a core card but hates loyalty !I doubt that's ever going to happen. No ecom will allow it's competitor card to be eligible for its promotion.
Cobranded cc are designed as a loyalty cards. Implementation in india was faulty. Icici apay was ltf, many got fk axis/tata neu as ltf. Logically they should have been priced cc to keep customers from switching.
E.g. The same product is sold at same price in amazon & fk. Then people with apay cc would choose amazon( & those who prefer amazon would opt for apay cc in return) . People with fk axis would choose fk( & those who prefer fk would opt for fk axis cc in return).