Jai Kisan

Jai Kisan is a rural fintech company that’s doing something truly refreshing in India’s massive agricultural economy. We’re talking about a market worth over $370 billion, yet it’s one where a majority of people — farmers, small rural businesses, agri-entrepreneurs still find it incredibly tough to get access to credit when they need it the most. They serves to-  farmers, agri-retailers, rural MSMEs, even individuals who are setting up local shops or agri-supply chains.Their unique value proposition lies in how context-aware their platform is. Jai Kisan tailors credit to seasonal cycles, crop patterns, and rural supply chain dynamics. 

Core Products and Services

• Credit-as-a-Service Platform: At the heart of Jai Kisan’s offering is a Credit-as-a-Service (CaaS) infrastructure. This isn’t just one product it's a full credit engine that powers lending for rural users.
• Easy Loan Offerings: The loans themselves are designed for rural life. Jai Kisan offers affordable and timely credit options to its users, without asking for complicated paperwork or urban-style credit profiles. 
• Embedded Finance: Jai Kisan also allows merchant partners — think agri-retailers, small vendors, and distributors to embed lending directly into their existing services. 
• Multi-Sided Financial Platform: Their system connects multiple rural financial players — from small retailers to product manufacturers and last-mile delivery agents. By digitising this entire rural commerce chain, Jai Kisan becomes not just a lender but a critical infrastructure layer in the rural economy.

Business Model and Revenue Streams

• Commission from Partner Lenders: Since Jai Kisan enables lending through partner NBFCs and banks, it earns a commission-based fee for every disbursal facilitated via its platform. The more credit it enables, the more revenue it generates.
• Embedded Finance Monetisation: When businesses embed Jai Kisan’s credit infrastructure into their own systems, the company earns from platform usage and integrations. This B2B side of the model allows for predictable, recurring income from large rural merchant networks and distributors.
• Value-Added Services: Beyond credit, Jai Kisan provides analytics, data insights, and support tools to rural businesses. These value added services are monetised through enterprise solutions, creating another stream of revenue from rural commerce enablement.
• Rural Data and Behavioural Analytics: With deep data on rural transactions and lending behavior, Jai Kisan is also positioned to provide credit risk insights and behavioural intelligence for partner banks and NBFCs, opening up another revenue stream through data-backed financial infrastructure services.