BharatPe Marketing Strategies and Partnerships

BharatPe has successfully implemented a range of marketing strategies to promote its services. The company partnered with popular food delivery platforms like Zomato and Uber Eats to offer its merchants an additional revenue stream.

By leveraging these partnerships, BharatPe aimed to increase its user base and drive growth. In 2020, it announced a partnership with Zomato to enable merchants to accept digital payments through BharatPe's QR code.

BharatPe's partnerships have also focused on expanding its presence in rural India. The company partnered with the National Payments Corporation of India (NPCI) to launch a pilot project for its QR code-based payment system in rural areas.

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BharatPe operates on a B2B2C model, helping both customers and merchants or shop owners. This model allows the company to offer a single interoperable QR sticker that can be scanned and payments accepted from various mobile apps such as PayTm, WhatsApp, Mobikwik, and more.

The company's app accepts payments from over 100 mobile apps downloaded on Indian mobiles using the UPI system. Retailers get immediate credits for transactions made in their bank accounts on the same day.

BharatPe's QR code can be scanned and payments accepted from all renowned mobile apps, making it a convenient option for both customers and merchants.

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BharatPe operates on a B2B2C model, meaning it helps both customers and merchants or shop owners. This unique approach sets it apart from other businesses.

The company's app accepts payments from over 100 mobile apps, including PayTm, WhatsApp, and Google Pay. This interoperability makes it easier for customers to make payments.

Retailers get immediate credits for transactions made in their bank accounts on the same day. This fast credit system helps merchants manage their finances more efficiently.

BharatPe provides a digital payments platform for its consumers and a separate app for its merchant friends. This dual approach allows the company to cater to both sides of the business.

The company counts on the interdependent cyclical connection of credit and application usage to boost revenue on its platform. This innovative approach has contributed to BharatPe's growth and success.

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BharatPe launched the country's first BNPL (Buy Now Pay Later) product in October 2021 through PostPe.

This move marked a significant shift in BharatPe's business model, expanding its services beyond traditional payment solutions.

PostPe allows customers to buy products and services and pay for them later, making it a convenient option for those who want to manage their finances more effectively.

In October 2021, BharatPe made a bold move by launching PostPe, the country's first BNPL product, which has been well-received by customers and businesses alike.

By offering this service, BharatPe is able to tap into the growing demand for flexible payment options, making it a key player in the Indian fintech market.

BharatPe's operating revenue has seen a significant increase, rising from Rs 119 crore in FY21 to Rs 456.8 crore in FY22.

The company's losses have also grown, from Rs 277 crore in FY21 to Rs 828.8 crore in FY22. This indicates that while BharatPe is expanding its revenue, it's still struggling to turn a profit.

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In FY20, BharatPe's operating revenue was a mere Rs 5.96 crore, but it has since grown to Rs 456.8 crore in FY22. That's a remarkable increase of over 7,500%.

Here's a breakdown of BharatPe's financial performance over the years:

BharatPe has been working to turn its financial performance around, and in October 2023, it achieved positive EBITDA. This is a significant milestone for the company, indicating that it's making progress in controlling its expenses and increasing revenue.

BharatPe's EBITDA margin has also improved, with a reduction of 75% in FY24 compared to the previous fiscal year. However, its EBITDA margin is still negative, indicating that the company has a long way to go in terms of profitability.

BharatPe offers gold loans for merchant partners, allowing them to borrow up to Rs 20 lacs at a competitive rate of 0.39%.

The loan application process is completely digital, allowing merchants to view and apply for loans through the BharatPe app. This process can be completed within 30 minutes.

Merchants can opt for loans with repayment periods of 6, 9, or 12 months, and can repay them via Easy Daily Instalments (EDI).

BharatSwipe is a zero rental Swipe machine that India has never seen before, and it received an overwhelming response from its inception.

It's a game-changer for businesses, as it's a cost-effective solution for accepting card payments. BharatSwipe has grown the network of the POS business by 25X in just 12 months.

The machine has been made available in over 250 cities, which is a remarkable feat in such a short span. BharatPe has successfully deployed 1.25 lakh+ BharatSwipe machines across offline shops in just 1.5 years.

This scale-up of the POS business is truly laudable, and it's a testament to the company's innovative spirit and hard work.

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BharatPe offers gold loans for its merchant partners, which can be up to Rs 20 lacs. This is a secured loan option that partners can take advantage of.

The gold loans by BharatPe are competitive, with rates starting at 0.39%. This is a great option for merchants looking for a secure and affordable loan.

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To apply for a gold loan, merchants can use the BharatPe app, which makes the process completely digital. This is convenient and saves time for merchants.

The loan application process is fast, with disbursement happening within 30 minutes after the assessment process is completed. This is a significant improvement from traditional loan processes that can take days or even weeks.

Merchants can opt for loans for a duration of 6, 9, or 12 months and can repay them via Easy Daily Instalments (EDI). This makes it easier for merchants to manage their loan repayments.

BharatPe's marketing team uses data to identify challenges and make timely decisions, refining its acquisition strategy by analyzing campaign data to attract new customers. They answer questions like "Which cities drive the maximum number of downloads?" and "What channels do customers use to find the app?".

The company receives millions of data points per second from its digital marketing partners, and integrates the marketing data into Pub/Sub that's capable of sending more than 500 million messages per second. BigQuery is their Single Source of Truth that gathers data from different sources.

By recognizing signals, BharatPe automatically triggers the appropriate action to address customer pain points throughout their journey, such as sending a push notification to an inactive customer to find out why they're not using the app.

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A well-planned marketing campaign can make all the difference in reaching your target audience. According to our previous discussion, a successful marketing campaign requires a clear understanding of your target audience, which is 62% of the total market.

To create an effective marketing campaign, you need to identify the right channels to reach your audience. Social media platforms such as Facebook and Instagram are great places to start, as they have a massive user base of 2.7 billion people.

A well-crafted message is also essential in grabbing the attention of your target audience. This message should be concise and clear, making it easy for your audience to understand what you're offering. For example, a clear and concise message can increase conversion rates by 20%.

Segmenting your audience is also crucial in creating a targeted marketing campaign. By understanding the demographics and interests of your audience, you can tailor your message to resonate with them. This can lead to a 30% increase in engagement rates.

Email marketing is another effective way to reach your target audience. With a well-crafted subject line and a clear call-to-action, you can encourage your audience to take action. For instance, a well-crafted subject line can increase open rates by 50%.

Measuring the success of your marketing campaign is also essential. By tracking key performance indicators such as conversion rates and engagement rates, you can understand what's working and what's not. This can help you adjust your campaign to better meet the needs of your audience.

BharatPe's innovative campaign "BharatPe Lagao, World Cup Jao" is a great example of how to engage with customers and create a sense of community. The campaign offers BharatPe QR merchants a chance to travel to Dubai for two days as part of the ICC Men's T20 World Cup 2021 support.

This campaign shows that BharatPe is willing to go the extra mile to support its merchant partners. By offering a unique experience, BharatPe is building loyalty and encouraging its merchants to promote the brand.

BharatPe's goal of becoming a full stack finserv player is ambitious, but it's clear that the company is committed to expanding its services. The launch of mutual funds and insurance as the next two major product lines is a significant step in this direction.

To support this growth, BharatPe is streamlining its loan application process, making it completely digital. Merchants can view the best offers and apply for gold loans via the BharatPe app, with loans disbursed within 30 minutes.

BharatPe's partnership with NBFC partners offers merchants a range of convenient options, including branch collection and doorstep service. This level of convenience is sure to appeal to merchants who value ease and flexibility.

BharatPe has grown rapidly and is now the 4th largest player in the UPI portion, after Google Pay, PhonePe, and PayTm as of December 2021.

The company achieved this growth with minimal spending and now holds the 3rd spot in the private POS category as of January 2022.

BharatPe has installed over 1 lac BharatSwipe machines across 16 cities, supporting transactions of over Rs 1,400 crore every month as of July 2021.

This has led to a significant contribution to the company's overall payments Transaction Processed Value (TPV), with around 20% coming from BharatPe.

The lending vertical of BharatPe has also seen exponential growth, with the company disbursing over $300 million in unsecured loans to 2 lac+ merchant partners as of August 2021.

BharatPe has successfully onboarded around 24 lac+ merchant members on its platform by the end of FY20, coming at a cost, however.

The company's growth and revenue model relies on providing a digital payments platform to consumers and crediting merchants for their transactions digitally.

BharatPe's revenue model also depends on the interdependent cyclical connection of credit and application usage to boost revenue on its platform.

The company's focus on the merchant side of its business has been crucial for its growth, with a separate app for merchants and credits with cheaper interests.

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BharatPe and Women Entrepreneurship Platform teamed up in March 2023 to help women across India achieve economic growth and independence.

Their partnership is a significant step towards empowering women and providing them with the resources they need to succeed as entrepreneurs.

This collaboration has the potential to make a real difference in the lives of many women, and it's exciting to see companies like BharatPe taking the lead in promoting women's economic empowerment.

BharatPe's CEO, Nalin Negi, aims to turn the firm into a full stack finserv player, a move that's part of a broader effort to expand its product lines.

The company plans to launch mutual funds and insurance as its next major product lines, according to Nalin Negi.

BharatPe's operating revenue rose 39% in FY24, a significant improvement from the previous fiscal year.

Loss before taxes narrowed 50% in FY24, a positive trend for the company.

BharatPe is working to improve credit access for small merchants by using machine learning to speed up loan approval decisions. This is especially helpful for kiranas and small offline merchants who often struggle to get loans due to a lack of credit history.

The company uses a digital platform to match merchants with loan offers, allowing them to view the best options and apply for loans through the BharatPe app. Loans are then disbursed within 30 minutes after the assessment process is completed.

BharatPe's machine learning algorithm analyzes variables such as transaction volume and frequency to determine a merchant's borrowing capacity. The more BharatPe QR code-based payments a merchant accepts, the bigger the loan amount.

By automating the loan application process, BharatPe has reduced the turnaround time from two days to just five seconds. This is achieved through the use of VisionAI, which detects and extracts store information from photos and compares it with the merchant's loan application.

The company's data platform on Google Cloud helps capture and analyze data in real-time, enabling informed decision-making across the business. This is a major advantage for BharatPe, allowing them to improve credit access for small merchants.

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BigQuery is a powerful tool for uncovering marketing insights. The marketing team at BharatPe uses it to identify challenges and make timely decisions.

By analyzing campaign data, they can refine their acquisition strategy and answer questions like "Which cities drive the maximum number of downloads?" and "What channels do customers use to find the app?"

BharatPe receives millions of data points per second from its digital marketing partners. It integrates the marketing data into Pub/Sub, capable of sending more than 500 million messages per second.

BigQuery gathers data from different sources and computes more than 200 attributes about merchants' transactional, behavioral, and demographics profiles. This data increases the efficiency of digital marketing campaigns.

By recognizing signals, BharatPe can automatically trigger the appropriate action to address customer pain points. For example, sending a push notification to an inactive customer may help retain them.

BigQuery helps BharatPe achieve positive outcomes, such as credit risks and real-time fraud identification. The company plans to use Google Cloud for model lifecycle management to accelerate the use of AI for innovative financial services.

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BharatPe has been on the radar of the Directorate General of Goods and Services Tax Intelligence (DGGI) for several months.

The company was fined again for an amount close to Rs 1.5 crore due to reports that state BharatPe generated invoices for non-existent vendors.

BharatPe has to deposit a total of Rs 12.5 crore, on top of the Rs 11.5 crore it deposited earlier as a penalty.

BharatPe has been fined again for generating invoices for non-existent vendors, adding to their earlier fine of Rs 11.5 crore.

The company has had to deposit a total of Rs 12.5 crore as a penalty, highlighting their financial issues.

BharatPe is yet to pay a number of its employees, with some even being terminated without reason or payment.

The issue has been taken to Twitter, with several employees and former employees sharing their concerns and frustrations.

Ashneer Grover, the Ex-Founder and MD of BharatPe, was involved in a keyboard battle with the CEO, Suhail Sameer, over the matter.

Suhail Sameer claimed that employees' salaries have already begun to be paid out in full and final, but it's unclear if this is true.

The controversy has highlighted the internal struggles of the company and the impact on its employees.

The Economic Offences Wing (EOW) of Delhi Police has been actively investigating the alleged Rs 81-crore fraud case involving BharatPe.

Ashneer Grover's brother-in-law, Deepak Gupta, was arrested in connection with the case.

The FIR names Grover, his wife Madhuri Jain, and other family members for misappropriating funds through various illegitimate means.

The EOW's action follows the earlier detention of Amit Kumar Bansal, indicating a thorough investigation into the matter.

A settlement agreement was reached between Grover and BharatPe on September 30, but it seems the controversy surrounding the company continues.

The case has sparked a debate about the quality of work and work-life balance, with some public figures voicing concerns about extreme work hours.

Ashneer Grover withdrew a plea from the National Company Law Appellate Tribunal (NCLAT) on October 17, where he had sought an early hearing of the case in NCLT.

This move came after he reached a settlement with BharatPe on September 30, 2024, which led to the quashing of the FIR lodged against him and his family.

Grover had initially sought an early hearing of the case in NCLT, but after the settlement, he decided to withdraw the plea.

The settlement agreement marked a significant development in the ongoing controversy surrounding BharatPe.

BharatPe has been actively expanding its reach through strategic partnerships and acquisitions.

The company's most recent acquisition was TrillianLoans, a deal worth $36.05 million, which was finalized on March 21, 2023.

BharatPe has also acquired Payback, a company it acquired for $27 million on June 10, 2021.

BharatPe has made two significant acquisitions that have helped expand its reach and capabilities.

The most recent acquisition was TrillianLoans, which was worth $36.05 million, on March 21, 2023.

BharatPe acquired Payback on June 10, 2021, for $27 million.

Here's a summary of BharatPe's acquisitions:

Partnerships are a crucial aspect of business growth, and they can take many forms.

In the tech industry, partnerships can be strategic alliances between companies that share a common goal, such as developing new technologies or expanding into new markets.

One notable example is the partnership between Google and Apple, which has led to significant advancements in mobile payments and digital wallets.

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Partnerships can also involve collaborations between companies and startups, which can provide access to new ideas and technologies.

For instance, IBM's partnership with a startup called Merge has led to the development of AI-powered healthcare solutions.

Effective partnerships require clear communication, mutual respect, and a shared vision for the future.

In the case of Google and Apple's partnership, both companies have been able to leverage each other's strengths to achieve their goals.

Partnerships can also be a key factor in driving innovation and growth in emerging markets.

Companies like Alibaba and Tencent have successfully partnered with local businesses to expand their reach in the Asian market.

BharatPe is looking to expand its POS business, BharatSwipe, by 3x. This move aims to reach $6 billion in annualized TPV by the end of FY22.

The company is also planning to widen its overall reach by 5x and make BharatSwipe popular across 80 cities in India by the end of the fiscal year 2021. BharatPe is eyeing significant growth in its lending vertical, aiming for a 10x growth in lending by FY23.

BharatPe's ambitious plans include ramping up its annualized total payment value to $30 billion by March 2023, a substantial increase from the $14 billion mark it was near to crossing in October 2021.

In the competitive landscape, companies like Amazon and Walmart are major players in the e-commerce industry. They have a large customer base and offer a wide range of products, making it challenging for new entrants to compete.

Amazon's vast network of fulfillment centers and logistics capabilities give it a significant advantage in terms of speed and efficiency. Walmart's strong brick-and-mortar presence and loyalty program also make it a formidable competitor.

Walmart's focus on low prices and efficient supply chain management has helped it maintain a strong market share. Amazon, on the other hand, has invested heavily in its Prime membership program, which offers customers fast and free shipping, among other perks.

As we look to the future, it's clear that these companies will continue to be major players in the e-commerce industry. Their ability to adapt to changing consumer behaviors and technological advancements will be key to their success.

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BharatPe is planning to expand its POS business by 3x through its BharatSwipe, aiming to reach $6 billion in annualized TPV by the end of FY22.

The company is also looking to widen its overall reach by 5x and make BharatSwipe popular across 80 cities in India by the end of the fiscal year 2021.

BharatPe's CEO, Suhail Sameer, has a clear vision for the company's lending vertical, aiming for 10x growth in lending by FY23.

The company is on track to reach $30 billion TPV by March 2023, a significant increase from the $14 billion mark it was near to crossing in October 2021.

BharatPe plans to build a lending book of about Rs 40,000 crore ($5 billion) in five years, a testament to its ambitious growth plans.

BharatPe has received regulatory approvals from the Reserve Bank of India (RBI) to operate as a Payment Aggregator (PA) under the Payment and Settlement Systems Act, 2007.

The company is also registered with the National Payments Corporation of India (NPCI) as a Payment Aggregator, which enables it to facilitate transactions between merchants and banks.

BharatPe's compliance with regulatory requirements is crucial for its business operations, ensuring that it meets the standards set by the RBI and NPCI.

The Delhi HC has appointed an arbitrator to decide on the dispute between BharatPe and Ashneer Grover.

BharatPe opposed arbitration at the Singapore International Arbitration Centre, instead opting for the Delhi International Arbitration Centre (DIAC) as per their employment agreement.

Ashneer Grover had sought arbitration at SIAC, where a dispute regarding the shareholders agreement was already ongoing.

A candid interview with Anupam Mittal revealed Grover's frustration with never receiving financial support from Mittal, despite seeking funding for his business.

Grover recounted waiting under Mittal's office to pitch his idea, but ultimately found no backing.

This dispute highlights the complexities of arbitration and the importance of clear agreements in business partnerships.

The Delhi High Court has ordered the cancellation of a lookout circular against former BharatPe MD Ashneer Grover and his wife, Madhuri Jain Grover.

This decision comes after a separate bench quashed the FIR against the couple, which alleged cheating and forgery.

The cancellation of the lookout circular means that Ashneer and Madhuri are no longer considered to be at risk of fleeing the country or evading justice.

The court's decision brings relief to the couple, who can now move forward without the added stress of a lookout circular.

BharatPe has restructured its senior management to better align with its goals. Sandeep Indurkar now leads the payment vertical for Resilient Payments Pvt Ltd as CEO.

Rijish Raghavan takes on the role of handling the device business, while Kohinoor Biswas leads Zillion, achieving operational profit in October 2023.

BharatPe's founders were initially Ashneer Grover, Bhavik Koladiya, and Shashvat Nakrani, but after Ashneer's resignation in February 2022, Bhavik and Shashvat were listed as co-founders.

Bhavik Koladiya was the face of the company and negotiated with investors for funding, but his name went missing from the founder's list in December 2018 due to a conviction in a US court in 2015.

Ashneer Grover joined BharatPe in June 2018 and was granted a 32% stake in the company, making him the third founder.

Bhavik Koladiya resigned from BharatPe in June 2022 due to disagreements with the management, primarily with CEO Suhail Sameer.

Shashvat Nakrani and Bhavik Koladiya initially owned 50% each of the company shares, but the shareholding structure changed after Ashneer Grover joined the company.

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BharatPe is on a mission to become a full stack finserv player.

The company is working to reduce its stake in Unity Small Finance Bank to comply with regulatory directions.

BharatPe is planning to launch mutual funds and insurance as its next major product lines.

This strategic move will likely have a significant impact on the company's future growth and expansion.

BharatPe has made significant changes to its senior management team, with Sandeep Indurkar taking on the role of CEO of payment vertical for Resilient Payments Pvt Ltd.

Rijish Raghavan is now in charge of the device business.

Kohinoor Biswas leads Zillion, a notable achievement as the company achieved operational profit in October 2023.

BharatPe has a significant stake in Unity Small Finance Bank.

The company has raised a total of $680.5 million in over 11 funding rounds.

BharatPe's funding details are as follows:

BharatPe's Chairman, Rajnish Kumar, has announced that the company plans to bring an IPO in the next 18-24 months, following the departure of Ashneer and his wife, Madhuri Grover, and the end of the boardroom spat.

BharatPe's marketing team uses data to identify challenges and make timely decisions, refining its acquisition strategy by analyzing campaign data to attract new customers.

They can answer questions such as "Which cities drive the maximum number of downloads?" and "What channels do customers use to find the app?" to inform their marketing efforts.

The company receives millions of data points per second from its digital marketing partners, which it integrates into Pub/Sub to send more than 500 million messages per second.

BigQuery is BharatPe's Single Source of Truth, gathering data from different sources and computing more than 200 attributes about merchants' transactional, behavioral, and demographics profiles.

This data increases the efficiency of digital marketing campaigns, such as retention and product lifecycle journeys.

BharatPe automatically triggers actions to address customer pain points throughout their journey, like sending push notifications to inactive customers to find out why they're not using the app.

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The company uses Google Cloud for model lifecycle management to accelerate the use of AI for innovative financial services that customers need and want.

BharatPe operates in a multi-cloud environment and needs a data platform that can run queries against data, regardless of where it resides, which BigQuery provides.

Loading three months of data for quarterly reports used to take more than 30 minutes on the legacy system, but now takes only a few seconds on BigQuery.

BharatPe can run queries on three years of data and get the required answers within a few seconds on BigQuery.

The company uses Cloud Composer and Dataflow to create data pipelines from any source in its BigQuery data warehouse, allowing it to scale its data processing.

BharatPe is a fintech company based in Delhi, India. It was founded in April 2018.

BharatPe's headquarters is located in Delhi, India. The company's founders are Ashneer Grover, Bhavik Koladiya, and Shashvat Nakrani.

Here are the key details about BharatPe's founding: