BrownPaperBag, which was founded by Kanika Parab and Mansi Poddar three years ago as a weekly newsletter for interesting things to do in a city, curating and recommending restaurants, events, shopping, travel, and services, among other things, appears to have found an ideal mode of monetization via a loyalty card: called the Coup Card. "The coup card was our way of taking our curation power offline. We do a lot of discounts and deals exclusively for BPB subscribers, and collaborate with restaurants anyway", Parab told MediaNama. The Coup Card is available for six months (Rs 2100) or a year (Rs 3800), and allows those to purchase it to get a flat 15% off on food and alcohol on 20 of BPB's select restaurants in Delhi and Bombay. The one year card allows an additional cross-over between Delhi and Mumbai. Parab says that what differentiates the Coup Card from other loyalty cards are three key things: that the discount is ubiquitous, which means that it includes buffet's, happy hours and alcohol; that it is a flat 15% off, and doesn't vary depending on the restaurants; more importantly, it has restaurants which don't usually give discounts; for example, Delhi has Olive, Ploof, TLR, Elma's, Flavours, Shiro, Mamagoto, among others, while Mumbai has Indigo Deli, Ellipsis, Jamjar Diner, Mamagoto, Busaba, among others. The newsletter has 60,000 subscribers in Mumbai, and 25,000 in Delhi (launched a little over a year ago). On Restaurant Relationships So why are these restaurants partnering with BPB? Parab says that they've built…
