At a time when retail store launches have become commonplace, it’s unusual to see a digital-first credit marketplace enter the space. Paisabazaar has taken that very step. The company inaugurated its first physical outlet in Gurugram last week and announced plans to scale up to 100 such stores across Indian cities.
As part of the rollout, the next outlets are set to open in Delhi and Noida in the coming weeks. The stores aim to offer customers a personalized, in-person experience, helping them identify the right credit products and access the best deals available.
To understand the thinking behind this move, we spoke with Santosh Agarwal, CEO of Paisabazaar.
Edited Excerpts:
Q] What was the key motivation behind launching Paisabazaar’s first retail store in Gurugram?
The retail store is a new business model for us, one that combines the reassurance of face-to-face interaction with the efficiency of a technology-led journey. With the Gurugram store, we are bringing the same transparency, choice, and convenience we offer online into a more personalised setting.
Many consumers still prefer in-person guidance for high-value financial decisions, such as home loans and business loans, where ticket sizes are larger and documentation requirements are heavier. This initiative is a natural extension of our vision: to make credit accessible to every Indian in the most transparent way possible. Our physical presence will help deepen consumer trust while also scaling our business.
Q] The company announced plans to scale up to 100 stores across India. Could you walk us through the timeline and roadmap for this expansion?
The store opening will happen in phases, the first phase will focus on key metros such as Delhi/NCR, Mumbai, Bengaluru, Chennai, and Hyderabad, given their large credit demand. Phase 2 will expand into tier-2 and tier-3 cities, where demand for credit is rising rapidly. Importantly, we will scale up further once the first set of stores start showing results, ensuring we build a sustainable and effective retail model.
Q] As a primarily digital-first credit marketplace, what strategic role do you see physical retail playing in Paisabazaar’s larger business model?
Our digital-first platform is extremely effective for products like personal loans and credit cards, where the process is quick, documentation is light, and customers expect instant fulfillment. However, for more complex, high-ticket products like home loans and business loans, a phygital approach makes much more sense. The retail stores will therefore complement our digital platform by adding this extra layer of handholding where it matters most.
Q] How will these retail outlets enhance value for customers compared to the existing online platform?
At the store, anyone can walk in, check their free credit score, and instantly access the best offers across credit products. Our experts will provide personalized guidance, helping customers understand their credit profiles, improve their credit health, and make smarter financial choices. This will be particularly helpful for customers navigating heavy documentation or larger loans, where expert support adds real value.
Q] With this offline presence, are you also aiming to tap into a new customer base, particularly those less comfortable with digital platforms?
Absolutely. Access to credit in India is still limited, leaving a huge opportunity to serve underserved segments, especially new-to-credit customers and small business owners. Our retail stores will help bring them into the formal credit system, while also providing them a bridge into the digital ecosystem over time.
Q] Since this is the first time a credit marketplace in India has ventured into retail, do you believe this could evolve into a larger industry trend?
Credit is a high-involvement category, and physical presence enhances both credibility and engagement. As customers increasingly seek experiences along with products, we believe this model will play an important role in building trust and driving adoption across the industry.
