Zavo launches EMI Bet to reinvent India’s credit culture

By Vriti Gothi

Zavo, has launched EMI Bet, a competitive repayment league designed to transform the culture of credit repayment in India. By rewarding financial discipline with prizes worth up to $86,156, the platform aims to reimagine the borrower-lender relationship and establish a new benchmark in customer-centric innovation.

Positioned at the intersection of behavioural finance and digital engagement, EMI Bet converts the routine act of monthly loan repayment into a gamified, reward-driven experience. Participants can win prizes ranging from iPhone 16 Pro Max devices and gaming consoles to superbikes and electric cars simply by making timely repayments.

“Every month, Indians pay over 50 crore EMIs, adding up to more than $15 billion. The relationship between borrowers and banks has traditionally favoured banks, with penalties and damaged credit scores for missed EMIs. EMI Bet aims to change this by celebrating timely repayments. It’s India’s first repayment league, legal, transparent, and designed to transform the repayment culture,” said Kundan Shahi, CEO of Zavo.

The platform is designed to integrate seamlessly with existing repayment ecosystems. Borrowers can continue paying via any channel, UPI AutoPay, NACH, net banking, cards, or cash, with Zavo validating repayments before allocating points. Each on-time payment moves users up a cricket-style leaderboard, with six-month streaks unlocking the largest rewards. Importantly, loan terms remain unchanged, and repayments are made directly to lenders, ensuring compliance and transparency.

India’s retail credit market has surpassed $600 billion, fuelled largely by younger borrowers who demand innovation and recognition in financial services. Surveys show 78% of Gen Z borrowers would repay faster if rewards were offered, while 67% describe repayment as tedious. EMI Bet directly addresses this sentiment by reframing financial discipline as a competitive, shareable achievement much like an IPL run chase, where every on-time EMI is a boundary and every early payment a six.

For lenders, the initiative offers tangible benefits in the form of lower default rates, improved repayment behaviour, and stronger customer loyalty. For borrowers, it delivers recognition, improved credit profiles, and meaningful rewards. Supported by leading consumer brands, the prize pool is structured to maintain sustained engagement, with monthly “winner moments” broadcast in real time.