Indifi And GPay Join Hands To Offer Instant Digital Credit The partnership enables presence-less and instant access to unsecured loans to a large pool of small businesses that are registered on GPay

Indifi Technologies, one of India's leading MSME lending platforms, has recently collaborated with Google Pay to provide instant loans to eligible small merchants on the Google Pay platform.

The biggest challenge that most small business owners currently face is working capital management and the speed of securing capital to manage the same. The collaboration aims to address this problem and help small merchants to meet their working capital needs and thrive in their business journey.

The partnership is aligned to Indifi's differentiated ecosystem based approach to lending. As the leading ecosystem lending player in the digital MSME credit space, Indifi has already partnered with Amazon, Zomato, Swiggy and more. Indifi serves the MSMEs present on these ecosystem platforms, through embedded lending offerings. Indifi has been successful in bridging the credit gap of these underserved, yet credit worthy businesses by leveraging data and technology mitigating the underwriting challenges associated with MSMEs.

"Several small businesses in India still struggle to run their operations seamlessly due to lack of access to formal credit. Since its inception, Indifi has strived to address this credit gap. Our collaboration with Google Pay is another step in this direction. Further, Indifi has always been mindful of the larger social impact it can create for the community that it serves," said Aditya Harkauli, chief business officer of Indifi.

The lending experience is designed to be simple, smooth and entirely digital. Eligible merchants on the Google Pay for business app will see loan offers from Indifi which they can click and complete through a simple online application, said a statement.