“Can a third-party platform become the default B2B checkout and embedded-credit rail for India's 70M+ SMEs by orchestrating multiple RBI-licensed lenders behind one merchant journey?”
Founded 2020 as a B2B BNPL provider for SME merchants on Indian B2B marketplaces, Rupifi has evolved into a broader 'B2B Payments Suite' / checkout platform serving brands, distributors, retailers, and marketplaces. The model is multi-lender orchestration: Rupifi sources merchants on partner marketplaces, runs underwriting and embedded credit journeys, and routes underlying credit to RBI-registered Partner Lenders (Muthoot Finance, NDX/LiquiLoans, Western Capital Advisors, Great Meera Finlease, etc.). Recent positioning emphasizes B2B checkout, split payments, and instant settlement for marketplaces alongside core BNPL.
Rupifi processes payments through Rupifi Checkout (self-operated), UPI, Cards and Credit (BNPL). Disclosed money-movement rails: UPI.
Rupifi's lending and capital products are provided by Muthoot Finance, LiquiLoans (NDX Financial Services), Western Capital Advisors and Great Meera Finlease.
The Embedded Finance Index 2026 maps 3 layers in Rupifi's stack: Payments / PSP (Rupifi Checkout (self-operated), UPI, Cards and Credit (BNPL)); Money movement (UPI); Lending (Muthoot Finance, LiquiLoans (NDX Financial Services), Western Capital Advisors, Great Meera Finlease and 4 others).
Rupifi was founded by Anubhav Jain and Jawaid Iqbal and is founded in 2020, headquartered in Bengaluru, Karnataka, India.
Rupifi has raised ~$29M+ in total (latest round: Series A, January 2022).
Get a read on where your own stack stands against Rupifi and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.