In 2021, MobiKwik emerged as a stalwart in the Indian fintech arena, with a vision to extend its value proposition to an astounding 250 million users. The company aimed to offer a diverse array of financial and credit products that cater to the ever-evolving needs of its customers.
Within this expansive product space, MobiKwik excelled in facilitating seamless bill payments and digital transactions with both online and offline merchants, amounting to an impressive 400 million USD. Furthermore, the company ventured into Buy Now, Pay Later (BNPL) options, peer-to-peer transfers, lending solutions, and wealth management services. By encompassing such a wide range of offerings, MobiKwik aims to become a one-stop solution for all financial needs.

The rise of UPI and the need to navigate decreasing profit margins had driven MobiKwik to adopt a strategic approach. The company recognized the importance of adaptability and innovation to maintain its foothold in the competitive landscape dominated by industry giants such as Paytm, Paypal, Razorpay, and other payment gateways.
Operating within a Supply-Demand system, MobiKwik collaborated extensively with external parties to ensure the availability and accessibility of its services. This collaborative approach allowed the company to capitalize on the immense potential of the Indian market while simultaneously contending with established players.
One of MobiKwik's strategic moves in the highly competitive realm of online merchant transactions was to utilize these transactions as a customer acquisition tool. By securing partnerships with major eCommerce merchants, the company wanted to tap into substantial buyer power, even if it meant operating on lower margins, approximately 1%. This approach not only introduces new customers to MobiKwik but also positions the company to thrive in the burgeoning Indian market.