India’s first Embedded Finance company Rupifi has disbursed a total of ~2,000 crore+ loans since its inception


Rupifi, has disbursed ~2,000 crore+ loans since 2020 and has witnessed a growth percent (GOPY) of 407.7% compared to the previous year. The growth in loan disbursal has been attributed to an uptick during the pre-Diwali season. 

Rupifi which operates at some of the category-leading B2B marketplaces in India across sectors such as FMCG, pharma, fashion, electronics, agriculture and food, saw maximum presence in the FMCG & Grocery sector with ~75%, followed by consumer goods, agri, and pharma. 

The Lending Service Provider (LSP) which is backed by Tiger Global, Bessemer Venture Partners, Quona Capital and Ankur Capital, currently powers more than 150k businesses in 500+ cities and has successfully disbursed over ~2,000 crore loans since 2020. Rupifi works with more than two dozen B2B marketplaces, including Walmart, Flipkart and Jumbotail, to help their merchant partners, many of which are small- to medium-sized businesses (SMBs) with working capital ranging from 10,000 rupees ($135) to 10,000,00 rupees ($13,500).

Founded in 2020, the company had raised $25 Million in a Series-A round from Bessemer Venture Partners and Tiger Global early 2022.

The startup largely works with non-banking financial companies to source capital and provide flexible and digitized repayment methods. This timely provision of working capital enables businesses to significantly boost their revenues, several industry figures have shown.

Anubhav Jain, Co-founder and CEO, Rupifi, said, “Online BNPL has been our core offering and contributed to the maximum growth value. However, offline BNPL has also picked up over the last couple of months. Our product is embedded BNPL, which means no app is required to be downloaded by the borrower, and all transactions are integrated within the anchor app.” He also added that the company’s belief in forging customer relationships and flexible payment options have helped the business set itself apart from key competitors. 

MSME loan demand has touched 1.6 times the pandemic levels, as per a report by credit bureau Transunion Cibil and Sidbi. The sector continues to be underserved by mainstream financial service providers. With over 1,50,000+ SME customers, Rupifi aims to solve the working capital problem through its full-stack embedded solution. 

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