Mydala is one of India’s earliest and most successful local deals and coupon marketing platforms. What makes it stand out is not just its consumer-facing reach, but the robust affiliate-driven model powering it behind the scenes.
For affiliates, brands, or entrepreneurs looking to create their own cashback, coupon, or local deal network — Mydala offers a blueprint for scale. It runs on partnerships, performance marketing, and a data-first approach that keeps both merchants and advertisers invested.
Let’s unpack how Mydala business model works — from its revenue architecture to how it built a multi-million-user network powered by affiliates and merchants.
What is Mydala? #
Founded in 2009, Mydala began as a daily deals platform in India, connecting consumers with discounts across categories like food, wellness, entertainment, and e-commerce.
However, what truly set Mydala apart wasn’t its deals — it was its ecosystem design. Instead of just running promotions directly, Mydala created a partnership-based affiliate network that powered campaigns for brands, telecom operators, and banks.
By integrating with major players such as Airtel, Vodafone, and Paytm, Mydala embedded itself inside India’s growing digital economy — making it one of the largest performance marketing networks in the region.
At its core, Mydala functions as a B2B2C (business-to-business-to-consumer) platform, where it partners with other businesses to reach consumers at scale.
Key Metrics (Business Scale & Growth) #
Over the years, Mydala achieved numbers that demonstrated the strength of its affiliate-powered business model:
| Metric | Approx. Value / Detail |
| Founded | 2009 |
| Network Reach | Over 400 million consumers via telecom and financial partnerships |
| Merchants Onboarded | 250,000+ local and national businesses |
| Categories Covered | Food, travel, beauty, wellness, entertainment, retail |
| Market Share | One of the top 3 deal distribution platforms in India |
| Active Partner Integrations | Airtel, Vodafone, Paytm, BookMyShow, and major wallet apps |
| Primary Revenue Model | Affiliate marketing and merchant advertising fees |
These metrics highlight that Mydala’s growth wasn’t dependent on direct users alone. It scaled by becoming the engine behind thousands of brand campaigns and affiliate offers.
At EnactSoft, we help affiliates and entrepreneurs build high-performance cashback, coupon, and deals platforms like Mydala — designed for scalability, automation, and real revenue.
We’ve helped 350+ affiliates launch 500+ platforms across 65+ countries, powering millions of transactions worldwide.
👉 Start building your next affiliate success story with EnactSoft
How Mydala Operates (for Affiliates and Partners) #
To understand Mydala business model from a builder’s perspective, think of it as a multi-layer affiliate platform. Each layer feeds into another to maximize monetization and retention.
1. Merchant Aggregation Layer #
Mydala partners with local businesses, national brands, and e-commerce stores. Instead of onboarding them one by one for deals, it aggregates offers at scale.
Merchants pay listing or performance fees depending on campaign type — for example:
- Pay-per-sale (PPS) for successful redemptions
- Pay-per-lead (PPL) for signups or inquiries
- Pay-per-click (PPC) for visibility-based campaigns
This structure ensures that every brand’s campaign can run with flexible ROI metrics.
2. Affiliate and Partnership Layer #
Here’s where the real network effect kicks in. Mydala built deep integrations with telecom companies, digital wallets, and apps.
Each partner acts as an affiliate distributor — showing Mydala’s deals to its own user base. For instance, when you open Airtel Thanks or Paytm, the offers you see are often powered by Mydala’s backend.
These integrations are managed through APIs and white-label modules, allowing affiliates to plug in Mydala’s deal inventory without building their own infrastructure.
3. Campaign Management Layer #
Mydala’s internal tools allow brands to create, manage, and track deal campaigns. From coupon distribution to redemption analytics, everything is measurable.
Affiliates who build a similar platform can replicate this through modules like:
- Offer feed APIs
- Real-time redemption tracking
- Merchant performance dashboards
- Dynamic payout systems
This framework transforms Mydala from a simple aggregator into a campaign intelligence platform, enabling better performance for every stakeholder.
4. Data and Targeting Layer #
One of Mydala’s most powerful assets is its data analytics system. By collaborating with telecom and payment partners, it gathers valuable demographic and behavioral data to refine campaign targeting.
For affiliates, this layer demonstrates how valuable data monetization becomes once you have access to high-volume user touchpoints through B2B partners.
Mydala Business Model: How it makes money #
The Mydala business model is a hybrid of affiliate marketing, SaaS, and B2B advertising.
It earns revenue from multiple interconnected streams:
1. Affiliate Commissions #
Every time a user redeems an offer, buys through a coupon, or completes a transaction from Mydala’s network, the platform earns a commission from the merchant.
Mydala’s revenue share varies between 5% to 20%, depending on campaign type and industry.
2. Performance Marketing Services for Brands #
Large brands use Mydala as a performance marketing partner. Instead of only listing deals, Mydala creates full-funnel campaigns — including lead generation, coupon distribution, and engagement tracking.
This B2B service model contributes a significant share of total revenue.
3. White-Label and API Integrations #
Mydala’s biggest leap in scalability came through white-label solutions. Telecom and fintech companies use Mydala’s backend infrastructure under their own branding, paying integration or licensing fees.
This approach allows other affiliates and businesses to leverage Mydala’s technology while Mydala earns recurring income through API usage and maintenance.
4. Merchant Subscription and Visibility Fees #
Local businesses pay subscription fees to feature their offers in high-traffic areas or partner apps.
This ensures steady recurring revenue beyond performance commissions.
5. Data Licensing and Insights #
With millions of campaign interactions, Mydala monetizes anonymized data insights to help brands understand audience preferences, redemption patterns, and regional demand trends.
For affiliate entrepreneurs, this part of the model is particularly powerful — once your platform has enough transaction volume, insights become a product in themselves.
Why Mydala Business Model Works for Affiliates #
Mydala’s success lies in distribution through partnerships rather than direct user acquisition.
Here’s why this model is ideal for affiliates and entrepreneurs:
- Lower CAC: Instead of spending heavily on consumer acquisition, Mydala leverages the existing audiences of telecoms, wallets, and apps.
- Scalable B2B Relationships: The same backend can serve multiple front-end partners via API integrations.
- Recurring Revenue: Commission, subscription, and licensing fees ensure stable monthly income.
- Data-Driven Expansion: The more partners you onboard, the better the targeting and analytics — improving ROI for every merchant.
If you’re building a platform like Mydala, your focus shouldn’t just be on user-facing deals but on creating a partner ecosystem that sustains itself.
Conclusion #
Mydala business model proves that affiliate marketing can scale far beyond simple coupon websites. By combining merchant aggregation, affiliate distribution, performance marketing, and white-label integrations, it became an infrastructure provider for India’s digital deals ecosystem.
For affiliates and founders, the takeaway is clear: the future of deal platforms lies in network depth, not just traffic volume.
Building strong B2B integrations, automated payout systems, and merchant analytics dashboards can transform your coupon or cashback idea into a full-scale performance marketing network.
And if you’re ready to create a platform like Mydala at scale — EnactSoft can help you build it from the ground up.
FAQs #
1. What kind of technology stack is required to build a platform like Mydala? #
A scalable Mydala-style platform typically includes a merchant management system, offer/coupon engine, affiliate tracking module, API distribution layer, and real-time analytics dashboard. EnactSoft provides all these components as part of its white-label affiliate technology suite.
2. How does Mydala manage partnerships with telecoms and fintech companies? #
Mydala integrates through white-label APIs that allow large partners like telecom or payment apps to embed its offers directly into their own platforms. This helps scale reach without acquiring individual users — a model you can replicate through EnactSoft’s modular API architecture.
3. What are the main revenue sources in a Mydala-like business? #
Revenue streams include affiliate commissions, brand campaign management, merchant subscriptions, API licensing fees, and data insights. The key is to build multiple income channels so your platform isn’t dependent on a single source of revenue.
4. Can I run both local and national campaigns on the same platform? #
Yes. Mydala’s model combines localized offers (restaurants, salons, retail stores) with national campaigns from large brands. A multi-tier merchant system allows affiliates to manage both, and EnactSoft’s framework supports regional targeting with campaign-level tracking.
5. How can EnactSoft help me build a business like Mydala? #
EnactSoft specializes in affiliate and cashback technology. With experience helping 350+ affiliates launch 500+ platforms across 65+ countries, we can help you develop a custom Mydala-style ecosystem — complete with coupon automation, partner APIs, payout systems, and merchant dashboards.
