Brian Almeida is the founder of Points for Good, an award-winning philanthropic platform that enables individuals and organisations to convert loyalty and reward points into meaningful contributions for social causes. By making ‘giving’ an everyday habit, the platform is transforming how people engage with charity – making generosity simple, sustainable and impactful. It represents Mr Almeida’s deep conviction that purposeful business models can inspire a culture of shared value and bring lasting change to society.

An entrepreneur and author, Mr Almeida brings to the table over three decades of leadership across customer loyalty, marketing services, philanthropy and social impact. He has co-founded and scaled Direxions, a marketing services firm, from a five-member startup to a 400-member organisation. A pioneer in India’s customer relationship management (CRM) and loyalty ecosystem, he has helped launch and manage some of the country’s most iconic programmes, including Jet Privilege, British Airways Executive Club, Taj InnerCircle, Shopper Stop First Citizen Club, BPCL PetroBonus and SmartFleet, collectively reaching millions of customers and generating over $2 billion in programme revenues. Recognised globally for his expertise, Mr Almeida has served as a judge for the international loyalty awards for the last decade and is a faculty member of the Loyalty Academy, shaping knowledge and best practices for professionals worldwide.

Beyond business, his contributions span education, culture and community development. He has been a key contributor to the revival and re-launch of a leading management institute near Mumbai, later acquired by XLRI, and launched a religious museum and exhibition centre in Bandra, Mumbai. He has served on the boards of NGOs such as C3 (Centre for Catalyzing Change), Shanti Avedna Sadan, and St Joseph’s Educational and Technical Training Trust, while spearheading corporate social responsibility (CSR) programmes that have improved farmers’ incomes in Gujarat.

Mr Almeida has completed Advanced Management Programme (AMP) at Harvard Business School, Boston, enriching his global perspective on leadership and strategy. Today, he continues to channel his experience, values and love of sport and culture into mentoring, board service and ventures that aim to leave the world better for the next generation.

In an insightful conversation with Sharmila Chand, Mr Almeida speaks about management principles and practices.

Your five management mantras

·         People build organisations and are the greatest asset.

·         Success is dependent on the teams you build.

·         Credit the team always, and take the hit yourself.

·         If you are in your comfort zone, you will not learn.

·         Communication is the key.

Any game that helps you in your work
Currently, I play Tennis. It is the time the mind relaxes but improves concentration. Perfection is a journey, practice makes you perfect, but you can never anticipate everything. A great return can surprise you.

The turning point in your career life
Meeting my business partner Vivek Basrur – he was a client of mine, and we then worked together. Sadly, he passed away to cancer.

Your philosophy of work
I have always believed that if you add value, you will always be valued. Whether it is in your work, relationships or community, when you bring something meaningful to the table, people recognise it. It is a simple philosophy, but one that has guided me through every chapter of my professional journey.

A person you admire
There have been many, but one person who truly left a mark on me is Vivek Basrur. His depth of knowledge, strong ethics and genuine curiosity were remarkable. Vivek could discuss music, business or global issues with equal passion, and he always listened and valued every perspective. That humility, despite his brilliance, continues to inspire me.

Secret of your success
Hard work and taking nothing for granted

Best advice you ever received
“Never be surprised.” It is a short sentence, but it carries immense wisdom. It reminds me to stay aware, anticipate change and always be prepared, both in business and in life.

Your journey so far
I believe in continuous learning. The journey is always with ups and downs. Take the lows in your stride, and enjoy the highs. I have always focused on projects that make an impact. If it is not challenging, it is not worth it.

Your favourite books
I am currently enjoying Thinking, Fast and Slow by Daniel Kahneman, which offers deep insights into how we make decisions; Nexus by Yuval Noah Harari for its thought-provoking view of human connections; and Deep Purpose by Ranjay Gulati, which resonates with my belief that purpose-driven leadership creates lasting impact. Each of these books challenges me to think differently and grow continuously.

Maintaining calm and peace in stressful situations
I have learnt never to be surprised. Quick reactions are not always the best. Like in sport, if you pause your reaction, many more options open up. Expect the worse, and everything else then is a bonus.

Your fitness regime
For me, fitness is as much about mental balance as physical well-being. I start my mornings with a couple of games of tennis. It keeps me sharp and energised. In the evenings, I like to unwind with a long walk. Those quiet moments help me reflect and recharge for the next day.

Your business mantras

·         Have belief and passion: If you do not have these qualities, you will struggle to motivate yourself in times of lows. When things are not going according to plan, you need your belief to take you forward.

·         No substitute for hard work: Not all of us are geniuses. Hard work can make up a lot for that. Attitude always wins.

·         Have a variety of interests outside of work, family, sports, music, theatre and whatever it is: You need the mind to relax to think better.

·         Sleep is a strange one, but I feel sleeping well is important: I have been blessed with an ability to sleep even when whatever is going on around me. But it is amazing how differently you think, when you are rested.

Your message on management to youngsters
Always be on the path of learning. Do not have an ego about the work you do. Every task teaches you something.

Lastly, how would you like to define yourself?
Just a simple ordinary person who works hard and sincerely