Announcement
FatakPay, a Mumbai‑based fintech platform, announced that it is transitioning into a Financial Super App, moving beyond its original instant‑credit focus to offer a comprehensive suite of financial solutions on a single platform.
Brand Campaign and Ambassadorship
The company unveiled its largest integrated brand campaign to date, a year‑long 360‑degree initiative spanning ATL, BTL and digital channels, including OTT, social media, outdoor advertising, influencer collaborations and hyper‑local outreach. As part of the rollout, Bollywood actress Vaani Kapoor has been appointed as the brand ambassador to personify the new positioning and spark conversations around responsible borrowing.
Product Offering Expansion
The initial phase of the campaign emphasizes higher‑ticket personal loans of up to ₹5 lakh aimed at India’s aspirational middle class, complementing existing instant‑loan products of up to ₹20,000. The broader Financial Super App ecosystem will later incorporate borrowing, protection, credit‑building and wealth‑creation services, such as insurance (cancer and accidental), credit‑building tools (FatakUdaan) and digital gold‑and‑silver investment options.
User Metrics and Market Reach
FatakPay reports more than 5 crore customer applications, 3 crore app downloads, and an onboarding rate of over 25 lakh new users each month. Over 65% of its user base originates from Tier 2 and Tier 3 cities, highlighting strong demand for accessible financial services outside India’s largest metropolitan areas.
Leadership Comments
Co‑founder and Chief Business Officer Abhishek Gandhi said the Super App reflects the company’s belief that every Indian deserves access to financial solutions that enable life progress, and that the campaign marks the beginning of a journey to support consumers at every financial stage. Head of Branding and Communications Ashwin Shetty added that the campaign is designed to reshape consumer perception by sparking curiosity first and then revealing the brand story, with Vaani Kapoor’s relatability deemed ideal for engaging aspirational India.
Corporate Structure
FatakPay operates through its subsidiaries FDPL Finance Pvt. Ltd., an NBFC registered with the Reserve Bank of India, and FatakSecure, an insurance platform aligned with IRDAI guidelines. The firm was founded by Ajit Kumar, Abhishek Gandhi (co‑founders of RupeeCircle), Amit Lodha and Amit Goyal.