NowYouKnow Launches Rewards Feature to Encourage Trusted Travel and Food Recommendations

NowYouKnow (NYK), India’s social-led travel and food recommendation platform endorsed by Anushka Sen, has introduced Rewards, a new in-app feature designed to recognise users for sharing genuine, verified recommendations. The feature reinforces NYK’s focus on discovery driven by trust rather than algorithms, by valuing real-world experiences and thoughtful sharing.

Rewards is structured to acknowledge effort rather than volume. The feature encourages users to visit places, experience them firsthand, and share honest recommendations with their personal network. Users earn 150 NYK Coins for each verified recommendation, confirmed when a post is created from the location or includes photos taken there. Weekly challenges allow users to earn 500 coins by completing specific activities, such as visiting a particular cuisine category. Referrals earn 300 coins once invited friends share their first verified recommendation. To maintain quality, only the first five verified recommendations per week receive full value, with a total weekly cap of 1,000 coins. Earned coins can be redeemed for gift cards.

Founded by siblings Krishna and Pia Shivdasani, NowYouKnow was created to reflect how people discover places in everyday life—through friends, personal networks, and a small circle of creators whose taste they trust. The Rewards feature supports this approach by prioritising meaningful recommendations over frequent or trend-driven posting.

Speaking about the launch, Krishna Shivdasani, Co-Founder and CEO of NowYouKnow, said, “Discovery today is noisy. Everyone is recommending everything, all the time. NYK Coins is not about gamifying content, it is about recognising intention. When someone takes the time to visit a place, experience it fully, and recommend it honestly, that effort deserves to be valued”

The introduction of Rewards comes at a time when discovery is spread across multiple platforms, including private messages, saved content, and online reviews. By encouraging users to store trusted recommendations in one private space, NowYouKnow aims to simplify how people plan, save, and revisit places. The feature is built around the idea that recommendations carry more meaning when they come from people whose taste is known and trusted.