Complexity of modern business requires managers to strive for innovative strategies to acquire and retain customers in any product market field. As acquiring new customers is getting costlier day by day, business organizations have offered continuity/loyalty programmes to retain/reward existing customers and maintain relationships. The premise of CRM is that once a customer is locked in, it will be advantageous to both the organization as well as customer to maintain relationships and would be a win-win situation for both. Consumers find it beneficial to join such programmes to earn rewards for staying loyal. Through loyalty programmes, firms can potentially gain more repeat business, get opportunity to cross-sell and obtain rich customer data for future CRM efforts (Yuping Liu, 2007). This paper, exploratory in nature, attempts to provide a conceptual overview of Loyalty in organized retail sector, outlines practices of grocery retail outlets in Ahmedabad, the largest city in the state of Gujarat and the seventh-largest urban agglomeration in India, with a population of 56 lakhs (5.6 million). It also throws light on consumer expectations, perceptions and problems faced through indepth exploration. Based on literature review and environment in India, an emerging economy, it attempts to predict future of such programmes specifically in Indian organised retail sector and discusses managerial challenges of managing loyalty programmes and provides agenda for future research directions.