BharatX
BharatX was an India-based B2B2C embedded credit fintech (Pay in 3, Pay in X EMIs, Postpaid) that enabled apps and D2C websites to offer white-labeled, risk-absorbed credit to underbanked consumers; it was acquired by Flipkart-backed super.money in 2025 and ceased operations by February 2026.
- Company typePrivate
- Founded2021
- HeadquartersBengaluru, India
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What BharatX does
BharatX (legally AuroraX Private Limited) was an Indian embedded consumer credit fintech, founded in Bengaluru in 2021 and operationally headquartered at Chennai, that operated a B2B2C platform enabling apps and websites to offer credit-as-a-feature to their end users. Its product suite comprised three credit lines distributed via SDK/API and a Shopify plugin: Pay in 3 (interest-free three-part installments over 60 days), Pay in X (25% down-payment plus 3–18 EMIs underwritten using real-time Account Aggregator technology targeting New-to-Credit consumers), and Postpaid (bi-monthly consolidated billing for ride-hailing, food delivery, and grocery apps). The company assumed full credit risk — including defaults and delinquencies — and provided T+1 merchant settlements with white-label branding, allowing partners to re-skin the product as their own "Brand PayLater."
The business model was transactional: BharatX earned through merchant-side take rates and, for EMI products, the float and interest spread, while consumers paid zero interest on Pay in 3. Distribution was domestic India only, targeting D2C brands, mobility apps, food/grocery platforms, and — following the May 2024 acquisition of Zenifi — healthcare providers. The company claimed 550+ consumer brand integrations, served a stated addressable market of 480 million underbanked Indians, and was backed by Y Combinator, 8i Ventures, Multiply Ventures, Soma Capital, and Java Capital, having raised approximately $4.75M in pre-seed and seed funding.
In February 2025, BharatX was acquired by super.money, a Flipkart-backed UPI payments platform, to integrate BNPL into UPI transactions. By February 2026, BharatX had ceased day-to-day operations, with customers redirected to merchant support and lending partner Liquiloans for ongoing issues — effectively ending the company's independent trajectory.
BharatX firmographics
Firmographics- Name
- BharatX
- Legal name
- AuroraX Private Limited
- Website
- https://bharatx.tech
- Company type
- Private
- Founded year
- 2021
- Operating status
- Closed
- Headcount range
- 1–10 employees
- Short description
- BharatX was an India-based B2B2C embedded credit fintech (Pay in 3, Pay in X EMIs, Postpaid) that enabled apps and D2C websites to offer white-labeled, risk-absorbed credit to underbanked consumers; it was acquired by Flipkart-backed super.money in 2025 and ceased operations by February 2026.
- Ownership category
- akta.pro rank
BharatX industry classification
Industry- Product category
- Embedded Consumer Lending / BNPL Infrastructure
- NAICS
- Sales Financing (522220), Consumer Lending (522291)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Merchant-Integrated BNPL (Online Checkout) (FSAKACAA)
- akta.pro secondary industries
- Merchant-Integrated BNPL (Checkout POS Financing) (FSAGAIAA), Buy Now, Pay Later (BNPL) Platforms (BPAMAFAG), Buy Now, Pay Later (BNPL) (CRAFALAD)
Keywords
Where BharatX is headquartered
LocationHeadquarters
- HQ city
- Bengaluru
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
BharatX business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Supply Chain
Revenue model
- Pay in 3 (Interest-Free Installments): Split payments into 3 parts over 60 days at zero cost to consumers. Revenue likely generated from merchant transaction fees or the float/credit extension period.
- Pay in X (EMI Products): Consumer pays 25% upfront with remaining amount in 3-18 EMIs using Account Aggregator technology. BharatX earns through interest/fees on the EMI portion.
- Postpaid (Monthly Billing): Single bill monthly payment for recurring transactions like ride-hailing and food delivery. BharatX extends credit for the billing cycle and manages collections.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Pay in 3 - Interest-free 3-part installments |
| Transaction based/ take rate | Pay-as-you-go | Pay in X - EMI-based installments (3-18 months) |
| Transaction based/ take rate | Monthly | Postpaid - Bi-monthly consolidated billing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
BharatX product offering
Product offeringCore offering
BharatX provided an embedded consumer credit platform ("Credit-as-a-Feature") enabling consumer-facing apps and websites to offer Pay-in-3 installments, Pay-in-X EMI financing, and Postpaid monthly billing to their end users. The platform was delivered via a JavaScript SDK and APIs (including a Shopify plugin) for direct white-label integration, with BharatX assuming full credit risk and handling underwriting, collections, and T+1 merchant settlement.
Product overview
BharatX is an embedded credit/BBNPL platform offering a suite of consumer credit products including Pay In 3 (interest-free 3-part installments), Pay in X (EMI-based financing with 25% down payment), and Postpaid (monthly consolidated billing for recurring transactions). The platform targets B2B2C integration with 550+ consumer brands across fashion, electronics, healthcare, and ride-hailing sectors, providing white-labeled credit-as-a-feature solutions with zero merchant credit risk and T+1 settlement. The company also expanded into healthcare lending via acquisition of Zenifi.
Differentiator
Problem solved
Functional benefit
Products and services
- Pay In 3 Interest-free installment product for embedded use in D2C apps and websites: the user pays 1/3 of the order at checkout and the remaining two installments over 30 and 60 days via UPI, while the merchant receives full payment from BharatX on T+1. Targeted at fashion, apparel, and electronic gadget retailers seeking to lift conversion and AOV without assuming credit risk.
- Pay in X EMI-based embedded credit product where the user pays 25% upfront and the remainder in 3-18 monthly EMIs, using BharatX's real-time Account Aggregator technology for instant approvals including New-to-Credit (NTC) customers. Targeted at higher-ticket Home & Living, Healthcare, and Education purchases.
- Postpaid Embedded postpaid product for high-frequency consumer apps: orders placed 1-15 of the month are billed on the 20th and orders 16-31 on the 5th of the next month, with BharatX extending the credit and managing collections. Targeted at ride-hailing, food delivery, and grocery delivery platforms to remove payment friction for small, recurring transactions.
Quantifiable outcome
- 15% increase in orders and sales for merchants enabling BharatX
- +3 more outcomes
Companies that use BharatX
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
BharatX technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability3 records
Feature5 records
BharatX partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- super.money (Flipkart)coresuper.money, a UPI payments platform backed by Flipkart (Walmart-owned), acquired BharatX in late 2025 to integrate BNPL solutions into UPI transactions. The acquisition enables BharatX to scale through Flipkart's ecosystem and bring embedded credit to UPI users.
- ZenificoreBharatX acquired Zenifi, a healthcare finance startup providing low-cost EMI solutions for medical payments. The acquisition enabled BharatX to enter the medical lending segment and leverage Zenifi's existing healthcare partnerships and technology. Zenifi's co-founder was appointed as Head of Business – Healthcare at BharatX.
Scale indicators8 records
Recent moves6 records
Expansion highlights4 records
BharatX competitors and assessment
Company assessmentDirect peers
- LazyPay: LazyPay, owned by PayU, is one of India's largest BNPL platforms offering Pay-in-3 and Pay-in-X checkout financing integrated into hundreds of merchant apps — directly comparable to BharatX's product set and merchant-integrated B2B2C go-to-market.
- Simpl: Simpl is an Indian one-tap checkout BNPL and Pay Later platform embedded into D2C, food, and grocery apps — virtually identical use cases, customer base, and embedded-credit model as BharatX.
- MoneyTap: MoneyTap is an Indian app-based consumer credit line product offering flexible pay-later and personal loan facilities — comparable to BharatX's Postpaid and Pay-in-X credit offerings for thin-file Indian consumers.
- mPokket: mPokket is an India-focused mobile lending app offering small-ticket instant credit to young professionals and students — closely comparable to BharatX's NTC, single-OTP, no-documentation onboarding experience.
- Paytm Postpaid: Paytm Postpaid extends short-term credit lines to Paytm's hundreds of millions of Indian users for bill payments, recharges, and commerce — a direct competitive overlay for BharatX's Postpaid and Pay-in-3 products at much larger scale.
- Amazon Pay Later: Amazon Pay Later is an embedded BNPL facility offered to Indian shoppers on Amazon.in with EMI options — a direct competitor in the merchant-integrated BNPL space, particularly for electronics and high-AOV categories.
- Flipkart Pay Later: Flipkart Pay Later is the embedded BNPL product within Flipkart's marketplace, directly comparable to BharatX's Pay-in-3 and EMI offerings. Notably, Flipkart's super.money acquired BharatX, making Flipkart both competitor and parent.
Broad incumbents
- Klarna: Klarna is a global BNPL incumbent offering Pay-in-3, Pay-in-4, and longer-duration installments across thousands of merchants. While India-light, it is the benchmark 'merchant-integrated BNPL' business model that BharatX's product set mirrors.
- Affirm: Affirm is a US-listed BNPL leader offering merchant-integrated installment lending at checkout with merchant-absorbed risk, analogous to BharatX's T+1 settlement and zero-credit-risk-to-merchant model.
Emerging players
- super.money: super.money is the Flipkart-backed UPI payments platform that acquired BharatX in 2025 to embed BNPL into UPI transactions — comparable as an emerging embedded-credit player with massive UPI distribution in India.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
BharatX social profiles
Digital presenceBharatX financial estimates
Financial estimateRevenue estimate
Valuation estimate
BharatX leadership team
Management profileNumber of profiles
Profiles5 records
BharatX subsidiaries and ownership
Company hierarchySubsidiaries1 record
BharatX funding detail
Funding detailFunding overview
Funding rounds4 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BharatX M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BharatX
What does BharatX do?
BharatX provided an embedded consumer credit platform ("Credit-as-a-Feature") enabling consumer-facing apps and websites to offer Pay-in-3 installments, Pay-in-X EMI financing, and Postpaid monthly billing to their end users. The platform was delivered via a JavaScript SDK and APIs (including a Shopify plugin) for direct white-label integration, with BharatX assuming full credit risk and handling underwriting, collections, and T+1 merchant settlement.
Is BharatX a public or private company?
BharatX is a private company. It is classified as corporate owned and is currently closed.
When was BharatX founded?
BharatX was founded in 2021. It employs 1 to 10 people.
Where is BharatX based?
BharatX is headquartered in Bengaluru, India, in the Asia region.
How does BharatX make money?
Three revenue lines are on record. Pay in 3 (Interest-Free Installments) is the primary driver. The others are pay in X (EMI Products) and postpaid (Monthly Billing).
Who are BharatX's main competitors?
Direct peers on record are LazyPay, Simpl, MoneyTap, mPokket, Paytm Postpaid, Amazon Pay Later and Flipkart Pay Later. Broad incumbents are Klarna and Affirm. super.money is listed as an emerging player.
Does BharatX have an API?
Yes. BharatX offers APIs for Apps and Custom Websites to integrate BNPL and credit solutions. D2Cs can integrate via a Shopify Plugin. The company also utilizes real-time Account Aggregator based technology for instant approvals of new-to-credit (NTC) customers. Integration can be completed in approximately 2 hours according to their website. Developer documentation is at bharatx.tech.
What industry is BharatX in?
BharatX's product category is Embedded Consumer Lending / BNPL Infrastructure. Its primary akta.pro industry code is FSAKACAA, Merchant-Integrated BNPL (Online Checkout), with a secondary code of FSAGAIAA, Merchant-Integrated BNPL (Checkout POS Financing). Its NAICS code is 522220 and its SIC code is 6141.