RupiCard

What RupiCard does

RupiCard (legally Arthvit 1809 Tech Private Limited) is an India-based fintech that issues a secured credit card backed by a Fixed Deposit (FD) held at partner bank SBM Bank. Founded in 2022 and headquartered in Bengaluru, the company operates a mobile-first, self-serve platform distributed exclusively through a Google Play Store app, targeting credit-underserved Indian consumers who lack traditional credit history or income documentation. Users complete KYC, book an FD with SBM Bank (minimum Rs 5,000), and receive a digital RupiCard on the Visa network with a credit limit set at 90% of the FD value. The company self-describes as "India's #1 FD credit card" and claims to serve millions of customers, reporting repayment behavior to the major Indian credit bureaus (CRIF, Experian, Equifax) to help users build a credit profile.

The product architecture is intentionally narrow: a single consumer product, the RupiCard FD Credit Card, with feature surface limited to in-app credit limit tracking, card freeze/block, transaction history, and instant ATM cash withdrawal up to 90% of the credit limit. Pricing is structured as lifetime-free — no joining fee, no annual membership fee, a 45-day interest-free credit period, and up to 7% per annum interest paid on the underlying FD, which is insured by the RBI up to Rs 5 Lakh. The technology stack is built around the SBM Bank integration for FD booking and card infrastructure and the Visa network for transaction acceptance; no proprietary core banking, lending engine, or AI/ML layer is disclosed.

RupiCard's revenue model relies on two streams: interest income on customer FDs booked through the platform at SBM Bank, and card transaction processing (interchange) fees. The company operates a product-led growth (PLG) go-to-market motion with no disclosed sales force, supported by organic social presence on Instagram, Facebook, LinkedIn, and YouTube. The company has raised at least one funding round from TDV Partners (2024), employs 11–50 people, has not disclosed revenue, and has not announced any enterprise customers, geographic expansion beyond India, or new product lines beyond the core FD credit card.

Name

RupiCard

Legal name

Arthvit 1809 Tech Private Limited

Website

https://rupicard.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

RupiCard (Arthvit 1809 Tech Pvt. Ltd.) is an India-based fintech that issues FD-backed secured credit cards through its mobile app, targeting credit-underserved Indian consumers in partnership with SBM Bank and Visa.

Ownership category

akta.pro rank

Product category

Consumer Credit Cards (Secured / FD-Backed)

NAICS

Credit Card Issuing (522210), Credit Card Issuing (52221)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Secured Credit Cards (FSAKABAD)

akta.pro secondary industry

General Purpose Credit Cards (FSAKABAA)

Keywords

• FD-backed credit card
• Secured credit card
• Credit score building
• Digital consumer lending
• Financial inclusion fintech

Headquarters

HQ city

Bengaluru

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Technology or R&D, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Interest on Fixed Deposits: RupiCard earns interest on customer FDs booked through their platform with the partner bank SBM Bank, with customers earning up to 7% p.a. on their deposits.
2. Card Transaction Fees: Revenue generated from card transaction processing fees when customers use their Rupicard for purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

RupiCard issues a secured, FD-backed credit card in partnership with SBM Bank on the Visa network. Customers book a Fixed Deposit (minimum ₹5,000, earning up to 7% p.a.) through the RupiCard mobile app and instantly receive a credit card with a limit equal to 90% of the FD amount. The card carries no joining or annual fee, offers a 45-day interest-free period, and reports on-time payments to CRIF, Experian and Equifax so that users can build or repair a credit history.

Product overview

RupiCard operates as a single-product fintech company offering the RupiCard FD Credit Card, a secured credit card issued in partnership with SBM Bank. The card is backed by a Fixed Deposit (FD) and enables users to access credit while building their credit score. The entire offering centers on the mobile app through which users book their FD, receive their card, manage transactions, and repay bills.

Differentiator

Problem solved

Functional benefit

Products and services

• RupiCard FD Credit Card A secured, Visa-network credit card issued in partnership with SBM Bank and backed by a customer Fixed Deposit; the credit limit equals 90% of the FD amount, the card carries no joining or annual fee, offers a 45-day interest-free period, and reports on-time payments to CRIF, Experian and Equifax to help Indian consumers build or repair a credit history.

Quantifiable outcome

• Up to 7% p.a. interest on Fixed Deposit
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• SBM BankcoreStrategic or Co-development PartnerSBM Bank is the banking partner for RupiCard. FDs are booked with SBM Bank, and the bank provides the credit card infrastructure. SBM Bank's customer care (1800 1033 817) handles customer queries related to the card. The partnership includes a Key Fact Statement (KFS) and Most Important Terms and Conditions (MITC) document.
• VisacoreTechnology or IntegrationVisa is the payment network partner for RupiCard, providing the card network infrastructure that enables Rupicard to be used at millions of merchants worldwide.
• CRIF, Experian, and EquifaxcoreTechnology or IntegrationThese are credit bureaus to which RupiCard reports customer payment behavior. Timely bill payments reported to these bureaus help customers build their credit score.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• OneCard: Mobile-first metal credit card targeting young Indian professionals; partners with banks for issuance and competes directly for the same digital-native credit-card user that RupiCard targets, though focused on salaried users rather than thin-file.
• Uni Cards: Fintech credit card startup in India offering app-based credit cards with cashback and rewards in partnership with banks. Targets a similar mobile-first, app-native user base and competes in the same co-branded card issuance category.
• Slice (now merged with North East Small Finance Bank): Indian fintech that evolved from a pay-later product into a credit card targeting young professionals via bank partnerships. Competes for the same digital-first credit-card wallet share and uses similar mobile-app distribution.
• Niyo: India-based digital banking/fintech offering co-branded debit and credit cards in partnership with banks; serves a similar young, app-first audience with bank-partner-issued card products.
• Jupiter (by Amica Financial Technologies): Mobile-first neo-bank in India offering credit cards and personal loans in partnership with banks. Competes for the same digital-native user and uses a similar mobile-app distribution and self-serve onboarding.

Broad incumbents

• SBI Card: India's largest dedicated credit-card issuer, a joint venture with SBI. Offers a broad portfolio including secured/FD-backed cards and competes with RupiCard for new-to-credit users through established bank trust and scale.
• IDFC FIRST Bank: Indian universal bank offering secured credit cards backed by FDs. Competes directly with RupiCard's FD-backed product, with the advantage of full banking license and branch reach.
• HDFC Bank Credit Cards: India's largest credit-card issuer by volume. While not an FD-card specialist, HDFC's secured card offerings and dominant distribution put it in competition for the same first-time credit-card user.
• Federal Bank: Indian private bank that partners with several fintechs (including Fi Money) to issue cards. Relevant as a bank-issued secured card provider and as a potential competitor/partner set for RupiCard's FD-card model.

Emerging players

• Self (credit-builder platform): US-based credit-builder fintech using a credit-builder loan model to help thin-file users establish scores. Comparable in mission (credit-building for the unbanked) though operating in a different geography and using a loan rather than a card construct.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC4WDmOIU0xP5isVhq4siRFQ
• Facebookfacebook.com/rupicard
• LinkedInlinkedin.com/company/rupicard
• Instagraminstagram.com/rupicard

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about RupiCard