Bharti Airtel, one of India’s largest telecom service providers, and Bajaj Finance, the country’s leading private-sector Non-Banking Financial Company (NBFC), have formed a strategic partnership aimed at creating one of India’s largest digital platforms for financial services. The partnership promises to revolutionize the last-mile delivery of financial products and services across the country.
Leveraging Airtel’s extensive customer base of 375 million and a distribution network of over 1.2 million outlets, combined with Bajaj Finance’s portfolio of 27 diversified products and expansive reach of 5,000 branches and 70,000 field agents, the alliance seeks to deepen the penetration of financial services.
Initially, Airtel will host Bajaj Finance’s retail financial products on its Airtel Thanks App, providing customers with a secure and user-friendly experience. Over time, these offerings will also be available at Airtel’s nationwide network of stores. By March 2025, four key Bajaj Finance products — Gold Loan, Business Loan, a co-branded Insta EMI Card, and Personal Loan — will be accessible on the app, with a total of 10 products slated for launch by the end of the year.
The Airtel-Bajaj Finserv Insta EMI card will enable customers to avail flexible EMI options for a wide range of purchases, including electronics, groceries, and furniture, across 1.5 lakh partner stores in over 4,000 cities. The co-branded card will also support e-commerce transactions, further enhancing its utility.
Gopal Vittal, Vice Chairman and MD, Bharti Airtel, said, “Airtel and Bajaj Finance, two trusted names in this country, have the shared vision of empowering millions of Indians with a diverse portfolio of financial needs. The combined reach, scale and distribution strength of the two companies will serve as the cornerstone of this partnership and help us succeed in the marketplace. We are building Airtel Finance as a strategic asset for the group and will continue to invest in and grow the business. Today, we are trusted by over 1 million customers and our vision is to make Airtel Finance a one-stop shop for all the financial needs of our customers.”
Rajeev Jain, Managing Director, Bajaj Finance, said, “India’s digital ecosystem has been at the heart of data-driven credit underwriting and financial inclusion. Our partnership with Airtel not only leverages India’s digital infrastructure for inclusive growth but also brings together the expertise and reach of two of India’s leading and most-trusted brands. Together with Airtel, we seek to be the financier of choice to India and enable millions to access financial services, even in remote areas. We are excited to join hands with Airtel at a time when Bajaj Finance is harnessing the power of AI to enhance efficiencies and elevate customer experiences.”
The partnership also focuses on enabling new-to-credit customers to access financial services, including gold loans, through the Airtel Thanks App, fostering financial inclusion. Both companies have emphasized their commitment to regulatory compliance, data privacy, and seamless customer service, ensuring a secure and trustworthy experience for users.
This collaboration between Airtel and Bajaj Finance marks a significant step towards democratizing financial services in India, leveraging digital infrastructure to bring inclusive growth to urban and rural areas alike.
