Rupifi
Rupifi is a Bengaluru-based B2B fintech that provides embedded BNPL credit, line-of-credit, and multi-mode checkout infrastructure to SMEs across India via API integrations with marketplaces including Flipkart Wholesale, Walmart, Jumbotail, and Ninjacart, serving 70,000+ businesses across 600+ cities.
- Company typePrivate
- Founded2020
- HeadquartersBengaluru, India
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Rupifi does
Rupifi is a Bengaluru-based B2B fintech founded in January 2020 by Anubhav Jain (Co-founder & CEO), Jawaid Iqbal, and Ankit Singh that provides embedded Buy Now Pay Later (BNPL) credit and checkout infrastructure to small and medium enterprises (SMEs) across India. Operating as an API-first platform, it embeds credit and payment workflows directly into B2B marketplaces, supply chain platforms, and offline wholesale environments—integrating with partners such as Flipkart Wholesale, Walmart, Solv (BNP Paribas), Jumbotail, Ninjacart, and Metro Cash & Carry. The company serves 70,000+ SMEs across 600+ cities and 10,500+ pincodes, with cumulative scale of 2.5M+ transactions and ₹1,000+ crore in total payment volume.
The core product suite comprises three offerings: (1) B2B Credit—an embedded BNPL facility with repayment tenures of 15/30/45/60/90 days surfaced at marketplace checkout; (2) B2B Checkout—a self-serve multi-mode payment platform supporting UPI, cards, credit, cheques, and COD with next-day settlement; and (3) Line of Credit—revolving working capital facilities for SMEs. The technology stack is B2B payments and credit infrastructure with publicly documented APIs (developers.rupifi.com), webhook integrations, and UPI intent handling for Android and iOS. The platform received RBI Sandbox approval, an important regulatory milestone. Rupifi operates a three-sided model connecting Anchors (brands, distributors, marketplaces), Merchants (SME borrowers), and Partner Lenders (Muthoot Finance, UGRO Capital, LiquiLoans, Great Meera, Western Capital); it does not lend off its own balance sheet.
Rupifi earns revenue through transaction and checkout fees on BNPL and B2B payments processed through its platform, plus interest-linked spreads on the credit it originates and services. Total disclosed funding is approximately $38 million across equity (notably a $25M Series A in January 2022 led by Tiger Global and Bessemer Venture Partners) and venture debt (~$9M from Alteria Capital, Trifecta Capital, and InnoVen Capital). The company is private, India-domiciled, with a headcount of 251–500.
Rupifi firmographics
Firmographics- Name
- Rupifi
- Legal name
- Rupifi Technology Solutions Private Limited
- Website
- https://rupifi.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Rupifi is a Bengaluru-based B2B fintech that provides embedded BNPL credit, line-of-credit, and multi-mode checkout infrastructure to SMEs across India via API integrations with marketplaces including Flipkart Wholesale, Walmart, Jumbotail, and Ninjacart, serving 70,000+ businesses across 600+ cities.
- Ownership category
- akta.pro rank
Rupifi industry classification
Industry- Product category
- Embedded B2B Finance Platform
- NAICS
- Sales Financing (52222), Other Nondepository Credit Intermediation (52229)
- SIC
- Short-Term Business Credit Institutions (6153)
- akta.pro primary industry
- B2B / Invoice-Based BNPL (Trade Credit at Checkout) (FSAGAIAC)
- akta.pro secondary industries
- Merchant-Integrated BNPL (Checkout POS Financing) (FSAGAIAA), B2B Trade Credit at POS (SME Installment/Invoice-at-Checkout) (FSAKAFAO)
Keywords
Where Rupifi is headquartered
LocationHeadquarters
- HQ city
- Bengaluru
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Rupifi business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Transaction/Checkout Fees: Rupifi earns transaction fees on B2B BNPL and checkout processed through its platform. Fees are charged per transaction as buyers use the BNPL facility at checkout on marketplace and supply chain partner platforms.
- Interest Income on Credit: Revenue generated from interest earned on the BNPL and working capital credit extended to SMEs. Interest income accrues as buyers repay their credit obligations over the agreed tenure.
Go-to-market motion2 records
Distribution channels6 records
Marketing channels4 records
Rupifi product offering
Product offeringCore offering
Rupifi provides an API-first embedded B2B finance platform that enables marketplaces, brands, and supply chain operators to offer SME buyers Buy Now Pay Later credit (15/30/45/60/90 day net terms), a self-serve B2B checkout supporting UPI, cards, credit, cheques, and COD with next-day settlement, and revolving Line of Credit facilities funded by partner lenders. Its offerings are delivered as embedded experiences inside partner platforms such as Flipkart Wholesale, Walmart, Jumbotail, Ninjacart, and Solv, reaching 70,000+ SMEs across 600+ Indian cities.
Product overview
Rupifi is a B2B fintech platform providing embedded lending and checkout solutions for SMEs in India. The product portfolio centers on three interconnected offerings: B2B Credit (BNPL service allowing merchants to buy now and pay within 15-90 days), B2B Checkout (self-serve checkout platform with multiple payment modes including UPI, cards, credit, and cheques), and Line of Credit (revolving credit facilities through partner lenders). The platform connects three key players: Anchors (brands, distributors, and marketplaces who want to reach merchants), Merchants (borrowers and retailers who need credit), and Partner Lenders (financial institutions providing the capital). Rupifi operates as an intermediary, embedding credit experiences into marketplace checkout flows with real-time credit assessment and next-day settlement capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- B2B Credit Embedded Buy Now Pay Later service enabling SME merchants to purchase goods on credit with flexible repayment terms of 15/30/45/60/90 days, seamlessly integrated into marketplace checkout flows. Includes a branded end-customer payment option ("Pay by Rupifi") and a variant called "Buy Now, Pay Flexibly" targeting small businesses on B2B marketplaces.
- B2B Checkout Self-serve B2B checkout platform enabling marketplaces to offer multiple payment modes (UPI, Cards, Credit, Cheques, COD) and flexible net-term payment options to SME customers, with next-day settlement, split payments, automatic reconciliation, and real-time analytics.
- Line of Credit Revolving credit facility provided to SMEs through partner lenders, allowing merchants to access working capital for B2B transactions with revolving credit limits and seasonal top-ups.
Quantifiable outcome
- 70,000+ SME partners served
- +2 more outcomes
Companies that use Rupifi
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Rupifi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Rupifi partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered flagship, core and minor.
- FlipkartflagshipFlipkart is a flagship marketplace partner where Rupifi embeds its B2B BNPL and checkout APIs. Rupifi's credit solutions are offered to Flipkart's wholesale and seller network, enabling SMEs to access flexible payment terms.
- Flipkart WholesaleflagshipFlipkart Wholesale embeds Rupifi's BNPL and working capital solutions for B2B buyers, allowing SMEs to purchase inventory on deferred payment terms.
- WalmartflagshipWalmart's B2B operations in India integrate Rupifi's embedded credit and BNPL solutions, providing working capital access to suppliers and retailers in their ecosystem.
- Solv (BNP Paribas)coreSolv, a B2B BNPL platform owned by BNP Paribas, embeds Rupifi's credit infrastructure to expand its SME buyer and seller financing capabilities.
- JumbotailcoreJumbotail's B2B marketplace for FMCG and groceries integrates Rupifi's BNPL and payment solutions, enabling kirana retailers and small businesses to access credit for inventory purchases.
- NinjacartcoreNinjacart, India's leading agritech B2B marketplace, embeds Rupifi's credit and payment solutions to provide working capital access to farmers and supply chain participants.
- ArzooominorArzooo, a B2B electronics marketplace, integrates Rupifi's BNPL and payment solutions for its retailer and dealer network.
- RetailiominorRetailio, a B2B pharma marketplace, embeds Rupifi's credit solutions for pharmacy retailers and distributors.
- WogomminorWogom, a B2B fashion and lifestyle marketplace, integrates Rupifi's B2B payment and BNPL solutions for its seller network.
- Metro Cash & CarrycoreMetro Cash & Carry, a leading B2B wholesale company in India, embeds Rupifi's BNPL and credit solutions for SME buyers at its wholesale outlets.
- RedbusminorRedbus, a bus ticket booking platform, integrates Rupifi's B2B payment solutions for corporate travel and B2B transactions.
- HyperpureminorHyperpure, Zomato's B2B food supply platform, embeds Rupifi's credit and payment solutions for restaurant and hotel buyers.
- Medika BazaarminorMedika Bazaar, a B2B healthcare and medical supplies marketplace, integrates Rupifi's BNPL solutions for healthcare providers and pharmacies.
- FyndminorFynd, a B2B fashion and lifestyle platform, embeds Rupifi's B2B payment and credit solutions for its retailer and brand partners.
- AgrimminorAgrim, an agritech B2B marketplace for agri inputs, integrates Rupifi's credit and BNPL solutions for farmers and agricultural retailers.
- Nurture FreshminorNurture Fresh (part of Nurture Retail), a B2B fresh produce supply chain platform, integrates Rupifi's payment and credit solutions.
- Pay1minorPay1, a B2B payments and financial services platform, partners with Rupifi to offer embedded BNPL and credit solutions to its SME network.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Rupifi competitors and assessment
Company assessmentDirect peers
- Solv: Solv is a B2B BNPL platform backed by BNP Paribas that serves SMEs on Indian B2B marketplaces. It is a direct competitor in the same embedded B2B credit category and is even referenced as both a Rupifi partner and a peer.
- Oxyzo (by OfBusiness): Oxyzo is the lending arm of OfBusiness, providing working-capital and BNPL-style credit to SMEs in India. It targets the same SME borrower base with similar short-tenure trade-credit products and competes for the same marketplace-driven distribution.
- KredX: KredX is an invoice financing and trade-credit platform serving Indian SMEs and enterprises. It overlaps with Rupifi's working-capital/BNPL use cases by offering short-term liquidity backed by receivables.
- EnKash: EnKash offers corporate cards and B2B spend management with embedded credit for Indian SMEs. It competes for the same SME working-capital wallet and increasingly integrates with B2B platforms in a similar embedded manner.
- OfBusiness: OfBusiness is a B2B commerce and credit platform serving SMEs in industrial inputs, with embedded trade credit. It is comparable as a B2B credit-led platform serving Indian SMEs through embedded/distribution channels.
- Hokodo: Hokodo is a European B2B BNPL and embedded trade-credit platform serving marketplaces and B2B platforms. It is the closest international analogue to Rupifi's embedded B2B BNPL model.
- TreviPay: TreviPay is a global B2B payments and credit network embedded into supply chain platforms. It is comparable as an enterprise-grade B2B embedded credit/BNPL provider with marketplace-style distribution.
- Resolve (Bill.com subsidiary): Resolve (acquired by Bill.com) is a B2B payments and net-terms/BNPL platform that embeds credit into B2B commerce flows for SMBs in the US. It is comparable in product and embedded-distribution model.
Broad incumbents
- Vivriti Capital: Vivriti Capital is a large Indian NBFC focused on B2B and SME lending. It overlaps with Rupifi's working-capital use cases and competes for the same lender-funded SME credit market, though it operates more as a balance-sheet lender than an embedded marketplace layer.
- Razorpay: Razorpay is India's largest online payments aggregator, increasingly extending into B2B credit, lending, and embedded finance for SMEs. It is a broader incumbent in Indian B2B fintech with overlapping credit ambitions but a much wider product portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Rupifi social profiles
Digital presenceRupifi compliance and trust
Trust signalCompliance1 record
Rupifi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rupifi leadership team
Management profileNumber of profiles
Profiles5 records
Rupifi funding detail
Funding detailFunding overview
Funding rounds9 records
Investors15 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rupifi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rupifi
What does Rupifi do?
Rupifi provides an API-first embedded B2B finance platform that enables marketplaces, brands, and supply chain operators to offer SME buyers Buy Now Pay Later credit (15/30/45/60/90 day net terms), a self-serve B2B checkout supporting UPI, cards, credit, cheques, and COD with next-day settlement, and revolving Line of Credit facilities funded by partner lenders. Its offerings are delivered as embedded experiences inside partner platforms such as Flipkart Wholesale, Walmart, Jumbotail, Ninjacart, and Solv, reaching 70,000+ SMEs across 600+ Indian cities.
Is Rupifi a public or private company?
Rupifi is a private company. It is classified as venture growth investor backed and is currently operating.
When was Rupifi founded?
Rupifi was founded in 2020. It employs 251 to 500 people.
Where is Rupifi based?
Rupifi is headquartered in Bengaluru, India, in the Asia region.
How does Rupifi make money?
Two revenue lines are on record. Transaction/Checkout Fees are the primary driver. The others are interest Income on Credit.
Who are Rupifi's main competitors?
Direct peers on record are Solv, Oxyzo (by OfBusiness), KredX, EnKash, OfBusiness, Hokodo, TreviPay and Resolve (Bill.com subsidiary). Broad incumbents are Vivriti Capital and Razorpay.
Does Rupifi have an API?
Yes. Rupifi offers a public-facing BNPL (Buy Now Pay Later) API for B2B payments. The API enables marketplaces and channel partners to integrate Rupifi's BNPL services, including order flow processing, in-app integration, and UPI intent handling for Android and iOS platforms. The developer portal provides documentation for BNPL flow diagrams, API reference guides, webhook configurations for lead management, and integration guides for embedding credit experiences into checkout flows. Developer documentation is at developers.rupifi.com.
What industry is Rupifi in?
Rupifi's product category is Embedded B2B Finance Platform. Its primary akta.pro industry code is FSAGAIAC, B2B / Invoice-Based BNPL (Trade Credit at Checkout), with a secondary code of FSAGAIAA, Merchant-Integrated BNPL (Checkout POS Financing). Its NAICS code is 52222 and its SIC code is 6153.