Mumbai, Jan. 11 -- As most credit card issuers chase premium experiences and luxury rewards to drive higher spending, BoB Card is betting on healthcare, wellness and insurance-led benefits to carve a niche for itself.

With rising medical costs and changing customer preferences reshaping how credit cards are used, the Bank of Baroda subsidiary is moving away from one-size-fits-all offerings towards cohort-specific products.

Gen Z users, women, professionals and uniformed personnel are among the key segments it is targeting through specialised cards offering healthcare, insurance and customised benefits.

The latest example of this strategy is the recently launched women-centric Tiara credit card. The card offers a free annual pap smear t...