Over the past few years, India’s credit card sector has experienced remarkable growth, boasting nearly 98 million active cards and transaction volume reaching 323 Million in December 2023. Projections suggest that this figure could grow to 190 million cards by 2027, driven by a burgeoning affluent class. Despite this impressive growth, a crucial question looms – is the current credit card penetration rate of 3.5% or projected rate of 7% by 2027 enough? Can we extend the benefits of credit cards to the aspirational class and achieve a card penetration rate of 10% of the population ?

The Indian economy, on its upward trajectory, is expected to witness sustained growth, propelled by rising disposable incomes and an expanding middle class. RBI statistics reveal approximately 98 million active cards, with a monthly spend of INR 1,655 billion in December 2023. Key drivers of this growth include the increasing preference for cashless transactions, enticing rewards programs, the allure of a free credit period, and the synchronisation of repayments with salary receipts. Urban areas, in particular, are witnessing a shift towards credit card usage for transactions, thanks to the proliferation of e-commerce and mobile payments.

A recent report by Goldman Sachs titled “The Rise of Affluent India”, expects that 100 million Indians will be earning US$ 10,000 per annum by 2027. This set of people can easily take the number of cards to 200 million and a card penetration rate of 7% by 2027. And this is a great opportunity for Issuers to expand their customer base and increase usage. However, should we stop at 200 million? How about “The Aspiring Indians”? The rapid pace of digitalization has opened up the doors for Issuers to reach a larger customer base and offer innovative products and services. If done correctly, India can issue cards to 10% of the population by 2027.

Growth of Credit Cards from FY2017 to FY2023 with Estimates until FY27 :-

Source: RBI Data

However, the journey towards a higher penetration rate faces challenges. Key challenges include lack of distribution channels for credit card issuers to broaden their customer base and dissemination of information about the benefits of credit cards. A significant hurdle is the prevailing high rate of credit card delinquencies in India, reflecting a lack of awareness among consumers regarding the importance of timely payments and credit score management.

Addressing these challenges requires innovative solutions, such as the issuance of secured credit cards. This product empowers new-to-credit customers to build their credit history and scores by providing security in the form of Fixed Deposits or Gold, culminating in a credit card with a free credit period and generous rewards and offers. Smaller banks, in collaboration with fintech partners, are likely to spearhead this revolution, gaining assets and liabilities without straining their balance sheets.

Some of the strategies that issuers can use for increasing usage of secured credit cards are:

• A wider geographical and demographic reach: Go beyond urban areas by partnering with local banks, non-banking financial companies, and other organisations to offer credit cards to customers in rural areas.
• A sharper focus on Digital Channels: As more consumers in India become digitally savvy, credit card issuers need to focus on digital channels to reach potential customers. This includes using social media, mobile apps, and online advertising to promote secured credit cards and educate consumers about the benefits of using them. The journey of applying for a card, KYC, creation of FD, lien marking, and card issuance has to be seamless.
• Innovative Product offerings: Differentiation by way of tailor made products for different segments, co-branding, innovative rewards, etc.
• Awareness and consumer education: Increase awareness campaigns to help consumers understand the benefits of credit cards and how to use them responsibly. The key benefit to be propagated is that timely repayments can help create and / or to improve their credit scores.

Amidst technological innovations and a burgeoning economy, credit card issuers have a great opportunity in front of them. Through strategic initiatives and consumer-centric approaches, they can fortify profitability, catalyse digitalization, and provide consumers with a secure avenue for transactions—a pivotal step towards realising India’s digital future.

Authored by Amit B. Shah, Chief Business Officer at CARD91

After reading Amit’s blogpost that projects a whopping doubling of the credit card customer base within the next 4 years, I could not help but wonder which is the major segment of India’s population that could qualify as “The Aspirational Indians”. It didn’t take me a lot of effort. With the cues that the economic growth of India is throwing at us – premiumisation trend, luxury / revenge travel, rising number of entrepreneurs, etc. – I could easily conclude that it’s the Gen-Z that’s driving credit card growth.

Okay, now how do you lure this class of potential credit card customers? I remember students of top B-schools getting free credit cards from established issuers. But what about the rest of the young aspirationals? We all know there’s enough competition with some legacy Issuers who’ve got the proverbial “first-mover advantage”, but that also implies they’ve got the legacy systems! How can the next generation of Issuers work using first principles and craft a lean and superior product? We, at CARD91, will surely answer this question in the next few days to come ☺

However, for now, let’s just focus on the specific preferences, lifestyle, and spending habits of this demographic. Here are some features that I felt could be appealing:

Instant Card Issuance:

Millennials hate to wait! If an Issuer imbibes this core principle, a major advantage over legacy Issuers is already gained. Quick and easy application processes with instant card issuance for immediate use are absolutely non-negotiable for Gen Z.

Credit Card on UPI:

Although one may be new to credit card, UPI is omnipresent now! Gen Z is pretty familiar and comfortable using UPI and therefore, this is one of the must-have features to capture the market especially when the legacy issuers are still struggling to make it functional.

Reward Programs for Online Shopping, Food Delivery, Dining, and Entertainment:

Tailored rewards or cashback for online shopping on popular e-commerce platforms, special discounts on food delivery services or dining at partnered restaurants, and exclusive access to movie theatres, streaming services, music subscriptions, and live events are a must have!

Low Forex Markup for International Travel:

Unlike the previous generations, Gen Z is more keen to discover the world from an early age. Since it may still not be earning much, a LOW / ZERO FX mark-up feature on credit cards is surely a hotseller!

Travel Rewards for International or Domestic Trips:

Millennials are explorers in the true sense – domestic or international travel is always on their mind, and on the cards 🙂. Travel-related benefits such as discounts on domestic flights, hotel bookings, or holiday packages within India, exclusive lounge access, and waiver on fuel surcharge are needed in every credit card targeted at this generation.

Local Lifestyle Perks:

Millennials consider work-life balance very important in their overall well-being and are spoilt for choices when it comes to including “life” in their lifestyle! An Issuer must get into partnerships with local brands, gyms, spas, or wellness services to provide discounts or exclusive offers.

Financial Management Tools:

Millennials are eager to learn about building a large corpus. Budgeting features, spending insights, and real-time notifications to help cardholders manage their finances effectively can be a good attraction. An educational initiative on how to get maximum benefit from a credit card by being a transactor can help. Also, a tie-up with any personal finance assistant offering discounted or complimentary services is a plus point.

Customized Offers:

Millennials love personalized experiences! AI-led tailored promotions and discounts based on spending patterns and preferences can be a good draw.

Gamified Rewards:

Accelerated rewards with increasing spends and other milestones can hold this generation’s interest and drive higher card usage.

Language and Regional Support:

Although we are a large, English speaking nation, there’s an even larger chunk of population (Gen Z included) that still prefers Hindi or a local language. To create that “wow” factor, the Issuer can offer customer service and mobile app interfaces that support multiple languages and cater to regional preferences. 

Student-focused Features:

Career development is an important focus area for this generation. The Issuer that can give access to online courses, career-building resources, student discounts, or networking events to support professional growth will surely have an edge over others.

Flexible Credit Limits:

Millennials are either yet to start their professional journey or are in a very early stage. Cards that allow for flexible credit limits based on income and spending habits, giving users more control, are certainly more acceptable.

Green Initiatives:

With the increasing exposure to sustainability initiatives in academic institutions over the last few years, even my daughter teaches a lesson or two to me! Issuers offering cards manufactured in an eco-friendly manner or those with features that contribute to environmental causes will be able to emotionally connect with Gen Z millennials!

Collaborations with Local Influencers:

This generation has a far more extensive online social presence than physical presence. Partnering with popular local influencers or celebrities who are active online for exclusive offers and promotions can drive higher card usage.

Understanding the local culture, preferences, and the unique challenges faced by millennials in India is crucial to design the right credit card product that resonates with this demography. Additionally, keeping up with the rapidly evolving digital landscape and incorporating technology-driven solutions will likely appeal to the tech-savvy nature of millennials.

If you’re an Issuer, no time better than the present to launch a credit card product for this generation. 

Authored by Shailabh Kothari, Director – Sales and Alliances at CARD91

In today’s fast-paced world, credit cards have become an integral part of our financial landscape, offering convenience, security, and flexibility for seamless transactions both online and offline. However, credit cards go beyond mere payments, providing a range of value-added services that enhance the overall user experience. One such service gaining prominence is the Reward Loyalty Program.

Reward Loyalty Programs incentivize cardholders for their spending habits and loyalty to a particular credit card issuer. These programs offer various benefits, including differential reward points, closed-loop EMI programs, meta-data engines, and cardholder-defined actions, significantly enhancing the cardholder’s experience.

Differential Rewards Points:

A key feature of Reward Loyalty Programs is the differential rewards points system, allowing credit card issuers to offer rewards based on cardholders’ spending patterns. This feature goes beyond Merchant Category Codes (MCC) or Transaction Identification (TID), allowing customization based on parameters such as pin code, duration, or specific MCC for particular dates. For instance, cardholders may receive 5x reward points during special occasions like birthdays or wedding anniversaries, adding a personalized touch to the rewards program.

Meta Data Engine:

The Meta Data Engine enhances portfolio management for credit card issuers by efficiently processing vast amounts of data for better decision-making. This tool empowers portfolio and product teams to collaborate effectively, enabling them to identify new opportunities and convert potential customers into cardholders.

Card Holder Defined Actions:

The Card Holder Defined Actions feature empowers cardholders to take various actions through mobile applications, such as increasing credit limits or using reward points as per their preferences. Integration with aggregator EUROP Assistance enables cardholders to redeem rewards across various industries and companies, enhancing flexibility and utility.

In conclusion, Reward Loyalty Programs in credit cards offer a holistic approach to enhancing the cardholder experience, particularly appealing to the millennial demographic. By offering personalized rewards, affordability through EMI options, efficient data management, and user-defined actions, credit card issuers can differentiate themselves and add significant value to their customers’ financial journeys, aligning with the evolving preferences of the millennial generation.

Authored by Deepak Bhatt, Director of Sales at CARD91