Cred, founded in 2018 by Kunal Shah, is a Bengaluru-based platform that allows users to pay their credit card bills and earn rewards in the form of cred coins. It has recently launched a pilot offering for paying rent with credit cards and a low-interest credit line in partnership with IDFC First Bank. Despite challenges like a competitive market and one-time monetization strategies, Cred is focusing on building a customer community and planning future services to sustain growth.

2. Founded in 2018 by Kunal Shah, former founder of Freecharge.
Headquarters is in Bengaluru, India.
India’s first application that rewards for paying credit card bills.
Cred has around 247 employees.
CRED is a credit card payment platform that lets cardholders pay bills through
the app, and get a bouquet of benefits via CRED coins.
It had raised a $120 million worth Series B round led by Ribbit Capital and
Gemini Investments in August last year.

3.  Increasing
Credit card
users
 Diversification
of Products
 Chances of
Monopoly
 Improper
Revenue
model
 Fewer
Customers
 Less services
or products
 Low ROI
 Mindboggling
funding
 Indelible
advertising
 Huge investor
support
 Incredible
customer
community
 Works only on
reward system
 Entry of
competitors
 Long term
interest of
investors
Strengths Weakness Opportunities Threat

4. • allows members to pay their highest recurring household
expense, their monthly rent payments, through Credit Cards
Rent pay
• a flexible, low-interest and instant credit line, has been launched as a pilot
with IDFC FIRST Bank, and is the only offering of its kind in India
CRED Stash
• every time on paying credit card bills on CRED, it provides CRED coins. one
can use these to win exclusive rewards or get special access to curated
products and experiences.
Pay Credit Card Bills

5. Maintaining track record and optimize cash and credit
CRED coins to spend on products, services, and experiences from CRED partners
equivalent to the transaction value of rent.
Upto 45 days credit period
Improving the CIBIL score
The company is also planning to enable auto payments for timely rent payments in
the near future

6. Offers a low-interest instant credit line, through a pilot
with IDFC First Bank
Available at attractive interest rates compared to a typical personal loan.
CKYC Option: completely an instant digital lending service with no more
verification calls, no site visits, delays, etc.
Processing Fee: 1% to 2% (dynamic)
Interest Rates: 11% to 16% (dynamic)
Foreclosure Charges & Part Payment Charges: Nil.
Allows members for a pre-approved with an active credit line of up to 5 Lac

7. Rewards on timely payments of credit card bills
Brand offers and coupons in various categories like dining out, food delivery
apps, flight tickets, and even shopping
Earn coins equivalent to credit card bill amount
Some of the most popular offers on app:
• iXigo flight bookings – Rs. 1000 off on using 5,000 coins
• Flo Mattress – Rs. 5,000 off on using 20,000 coins
• Swiggy – Free delivery for 3 months on using 5000 coins
• Urbanclab – Flat 50% off on man grooming using 25000 coins

9. Accessibility
 Online operations only
 No offline presence
 App can be downloaded from
App stores
How CRED makes
money
 No profit motive till now.
 Basic earnings are from their
partners.
 Charges a processing fee around
2% on Cred stash.
 Plans to earn from charging a
commission on rental services

10.  Allocated huge budget on advertising in 2020
 Spent approx. 60 Cr.
 Key Promotions
 Sponsor of IPL2020
 Looped in Bollywood Legends for sarcastic ads

11. Targeting BCCI for a 3 year contract (replayable value)
Portraying famous celebs as Non Performing Assets for
attracting customer attention towards reliability
Truly viral campaigns over all platforms
Cred Gems:
 Referral Program for introducing new users to platform
 Amazing vouchers and cashbacks on successful referrals

12.  Playing a sustainable long term game
 AIM is to create a huge Database
 Access to the Data of most spendthrift Indians
 Engaging with Big Hotel Chains for booking through CRED
 User retention with more offers
 Creating a monopoly and launching their own credit cards
Resources: Card Expert, Arayanjalan.com , Brandequity.com

13. SOURCES
 Card Expert
 Brandequity.com
 Quora