Bharti Airtel and Non Banking Financial Company (NBFC), Bajaj Finance have announced a partnership to create a digital financial platform. This collaboration aims to transform the delivery of financial products and services, enhancing accessibility across India.
The partnership leverages Airtel’s customer base of 375 million users and its distribution network of over 1.2 million outlets, combined with Bajaj Finance’s portfolio of 27 diversified financial products, supported by 5,000 branches and 70,000 field agents. Together, the companies plan to deepen financial services penetration and deliver innovative solutions to urban and rural customers alike.
Initially, Bajaj Finance’s retail financial products will be hosted on Airtel’s Thanks App, offering customers a seamless and secure user experience. By March 2025, key products such as Gold Loans, Business Loans, a co-branded Insta EMI Card and Personal Loans will be accessible on the platform, with a total of 10 products expected to launch by the end of the year.
The Airtel-Bajaj Finserv Insta EMI Card will enable customers to make purchases on flexible EMIs across a wide range of categories, including electronics, groceries and furniture, at 1.5 lakh partner stores in over 4,000 cities. The card will also support e-commerce transactions, adding to its convenience and utility.
Gopal Vittal, Vice Chairman and Managing Director (MD), Bharti Airtel, highlighted the partnership’s potential, stating, “Airtel and Bajaj Finance, two trusted names in this country, share a vision of empowering millions of Indians with a diverse portfolio of financial products. This collaboration, built on the combined scale and distribution strengths of both companies, will help us establish Airtel Finance as a strategic asset and a one-stop shop for all financial needs.”
The collaboration also prioritises new-to-credit customers, making financial services such as gold loans more accessible through the Airtel Thanks App. Both companies reaffirmed their commitment to regulatory compliance, data privacy and delivering a secure, customer-centric experience.
Rajeev Jain, Managing Director (MD), Bajaj Finance, emphasised the role of digital innovation, saying, “India’s digital ecosystem is driving credit underwriting and financial inclusion. Partnering with Airtel enables us to leverage digital infrastructure to bring financial services to millions, including those in remote areas. Together, we aim to be the financier of choice and enhance customer experiences using AI and advanced technologies.”
This strategic alliance marks a significant milestone in democratising financial services in India, harnessing digital infrastructure to drive inclusive growth and empower customers across urban and rural regions.
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