BharatX

BharatX is a fintech company specializing in embedded credit solutions, founded in 2019 by Mehul Nath Jindal, Eeshan Sharma, and Shyam Murugan. Headquartered in Bangalore, India, BharatX operates in the financial technology sector, focusing on providing credit services to consumer-facing platforms across India.

Industry and Key Markets

BharatX operates in the digital lending industry, targeting the Indian market with a focus on consumer credit. Its key markets include e-commerce, ed-tech, and direct-to-consumer (D2C) brands.

Core Products and Services

BharatX offers a range of embedded credit products, including:

• Buy Now, Pay Later (BNPL): Enables users to purchase products with flexible payment options.

• Custom Credit Products: Allows businesses to create tailored credit offerings without requiring extensive coding.

• Khata: A feature for buying groceries and daily essentials on credit.

• Try-and-Buy: A service for purchasing fashion products with a payment window post-delivery.

Unique Value Proposition

BharatX's unique value proposition lies in its ability to provide embedded credit solutions through a simple integration process, requiring only 30 lines of code. This allows consumer-facing platforms to offer credit features to their users, enhancing purchasing power and customer retention. BharatX also mitigates credit risk for its partner companies.

Notable Achievements

• High Approval Rates: BharatX boasts a personal loan approval rate of 55%, significantly higher than the industry average of 20%.

• Partnerships: The company partners with over 350 consumer brands, offering seamless payment experiences.

• Industry Recognition: Featured in Inc42's "30 Startups To Watch" in January 2022.

Business Model & Revenue Streams

Revenue Generation

BharatX generates revenue primarily through transaction fees charged to embedding companies and interest rates applied to consumers.

Primary Revenue Sources

1. Transaction Fees: BharatX charges a fee to companies that integrate its credit features into their platforms.

2. Interest Rates: The company earns interest on the loans provided to consumers.

Monetization Strategies

• Customer Segmentation: BharatX primarily targets B2B companies, which then offer credit services to their B2C customers.

• Growth Strategy: The company focuses on market expansion by partnering with more consumer-facing platforms and product innovation, enhancing its embedded credit offerings.

Comparison with Industry Standards and Competitors

BharatX differentiates itself from competitors like ZestMoney and LazyPay by its ease of integration and customized credit solutions. While ZestMoney and LazyPay also offer BNPL services, BharatX's focus on empowering businesses to create their own credit products sets it apart.