Flipkart launches embedded credit offering with PayU Finance

By Milan Rojan

Flipkart Group has partnered with PayU Finance to launch Flipkart Pay Later, an embedded credit solution that offers flexible repayment options to customers across its e-commerce platforms, including Flipkart, Myntra and Flipkart Minutes.

Vishal Ahuja, Executive Director, Flipkart Finance, said: “With Flipkart Pay Later, we are putting a decade of commerce signals to work, building an underwriting model that extends credit at the moment it matters most. “

The new offering has introduced three repayment options: Pay Later, allowing customers up to 30 days to repay purchases; Pay in 3, which splits payments into three instalments; and equated monthly instalment (EMI) plans ranging from three to 12 months for higher-value purchases. The service has been designed to support both everyday shopping and larger purchases across categories such as mobiles, electronics, appliances, furniture, fashion, home and beauty.

Deepak Mendiratta, Chief Executive Officer of PayU Finance, said: “Through our partnership with Flipkart Finance, we are combining technology, data-driven underwriting and strong risk management to deliver seamless credit experiences at scale while expanding financial inclusion.”

Flipkart Finance has launched the programme with PayU Finance, the non-banking financial company (NBFC) arm of PayU, as its first lending partner. Under the arrangement, PayU Finance has acted as the regulated lender, while Flipkart Finance has managed customer relationships and credit intelligence.

The platform has combined Flipkart Finance’s commerce intelligence, transaction history and customer behaviour data with PayU Finance’s underwriting and risk management capabilities to support faster credit decisions. According to the companies, customer exposure has been assessed using multiple data sources to extend credit responsibly while avoiding over-leveraging.

The launch has formed part of Flipkart’s broader strategy to integrate financial services into its digital commerce ecosystem and improve access to consumer credit.