India, Sept. 4 -- The business of co-branded credit cards is getting serious. Since 2018, ICICI Amazon Pay credit card has reigned supreme in terms of pure cashback value. Then there is the Axis Bank and Airtel co-branded card which delivers genuine value for bill payments, particularly for Airtel customers. Many more cards, but none noteworthy. We're witnessing a concerted effort to draw collective value, in the past few weeks, with co-branded card launches in a deluge. Good news for customers? Perhaps, but avoid FOMO (or fear of missing out, as the cool kids call it) and ruining your financial planning. I wanted to chat about the scope with co-branded cards, and for sake of simplicity, focus on e-commerce focused ones (there are fuel, a...