PayTM

Overview

Competitive Analysis

Launch Date - PayTM was launched on August 2010.

Company Age – As of 2024, PayTM is 13 years old.

Employees - In 2018, PayTM had over 16,000 employees. By 2022, the number of employees had
grown to 25,000.
Overview
OverView Industries - PayTM operates in various industries including digital payments, e-commerce, banking,
financial services, and technology.

Headquarters - PayTM's headquarters is located in Noida, Uttar Pradesh, India.

Geography coverage - While PayTM primarily operates in India, it has expanded its services to other
countries including Canada and Japan.

Legal Name - One97 Communications Limited is the legal name of PayTM.

 Timeline

Timeline of Events in PayTM

• 2010: PayTM is founded as a mobile recharge and bill payment platform.
• 2011: PayTM launches its digital wallet service, allowing users to store money and make cashless transactions.
• 2014: PayTM expands its services to include mobile and DTH recharge, bill payments, and online shopping on
its platform.
• 2015: PayTM introduces its own online marketplace, allowing users to buy a wide range of products and services.
PayTM establishes PayTM Payments Bank, becoming one of the first mobile-first banks in India.
• 2016: PayTM launches PayTM Payments Bank, becoming one of the first mobile-first banks in India.
• 2017: PayTM launches PayTM Mall, a separate e-commerce platform for online shopping.
• 2018: PayTM introduces PayTM Money, a platform for mutual fund investments.
• 2019: PayTM expands its financial services to include lending, insurance, and wealth management products.
• 2020: PayTM introduces PayTM Mini App Store, allowing developers to offer their services within the PayTM app
ecosystem.
• 2021: PayTM announces plans for an initial public offering (IPO) to be listed on Indian stock exchanges.
• 2022: PayTM completes its IPO and gets listed on the Indian stock exchanges, becoming one of the largest IPOs in
India's history.
• 2023: PayTM Incurs huge losses after Intialization of IPO in Indian market.43% drop in 3 days.
• 2024: RBI announced that after February 29, PPBL would no longer allow deposits, credit transactions, top-ups,
or withdrawals in customer accounts, prepaid cards, wallets, FASTags, NCMC cards, etc. This deadline was later
extended to March 15.
• 2022: PayTM completes its IPO
and gets listed on the Indian
stock exchanges, becoming one
of the largest IPOs in India's
history.
• 2023: PayTM Incurs huge
losses after Intialization of IPO in
Indian market.43% drop in 3
days.
• 2024: RBI announced that after
February 29, PPBL would no
longer allow deposits, credit
transactions, top-
ups, or withdrawals in customer
accounts, prepaid cards,
wallets, FASTags, NCMC cards,
etc. This deadline was
later extended to March 15.
 User Base

Similar apps • User Base:- with over 350 million

active users. In July 2023, Paytm's
monthly users increased by 19% to 9.3
• PhonePe crore
• Google Pay
• Amazon Pay
• PayPal
• Freecharge
• Mobikwik
• Airtel Payments Bank
 News
Major News Timeline
• 2010: Paytm is founded by Vijay Shekhar Sharma as a mobile recharge and bill payment platform.
• 2014: Alibaba Group, a Chinese multinational conglomerate, invests $575 million in Paytm, marking its entry into the Indian market.
• 2015: Paytm launches its digital wallet service, allowing users to store money digitally and make cashless transactions.
• 2016: India demonetizes high-value currency notes, leading to a surge in digital payments. Paytm experiences rapid growth during this period.
• 2017: Paytm launches its Payments Bank, a subsidiary of One97 Communications Limited (the parent company of Paytm). The bank offers savings accounts, debit
cards, and other banking services.
• 2018: Paytm Mall, an e-commerce platform, is spun off from Paytm. It focuses on online retail and competes with established players like Flipkart and Amazon in
India.
• 2019: Paytm introduces Paytm First, a subscription-based loyalty program offering benefits across various services including cashback on transactions, food
delivery, and entertainment.
• 2019: Paytm faces controversy over data privacy concerns after reports emerge of Chinese ownership due to investments from Alibaba Group. The company faces
scrutiny from Indian authorities.
• 2020: Amid the COVID-19 pandemic, Paytm sees increased adoption of its digital payment services as consumers shift towards contactless transactions to minimize
the risk of virus transmission.
• 2020: Paytm's parent company, One97 Communications, files for an initial public offering (IPO) to list on the Indian stock exchanges. The IPO is one of the largest in
India's history.
• 2021: Paytm IPO raises significant funds, making headlines as one of the most anticipated and talked-about listings in India. However, the stock's performance
post-listing faces challenges.
• 2022: Paytm continues to expand its offerings beyond payments and financial services, venturing into areas such as wealth management, insurance, and lending, in
a bid to become a comprehensive financial services platform.
• 2023: User Base Increases to 350 million, The IPO suffers huge losses
• 2024:- PayTM Payments bank is orderd to close but all other paytm services will work
 Services And Sectors

Services And Sectors

Bill Payments and Loans And credit

Banking Systems Insuarance Options
Utility cards

Mutual funds,Stock Shopping and

Ticket booking Merchant Account
market and trading Ecommerce
 Services/Banking Systems

Banking Systems

Users can Link Any bank Account With

PayTM app and Avail the following PayTM established its vwry own bank :- PayTM
Services Paymets Bank Limited on 28 November 2017

• Link Your Bank Accounts All In One.(UPI) • New Account with PayTM Bank
• Scan And Pay
• Credit Cards
• Transfer To Mobile Number
• Transfer To Bank Accounts (Others or Self A/C) Using • Loans
UPI. • All features of a Normal Bank
 UPI System
UPI System

Registration: Users need to download a UPI-enabled app from their bank or a third-party provider like Key features and advantages of UPI:
Paytm. Upon installation, they need to register by linking their bank account(s) to the UPI app. • Instantaneous Transactions: UPI enables
Unique UPI ID Creation: Once registered, users create a unique identifier called a UPI ID, typically in the real-time fund transfers, allowing users to
format of yourphonenumber@bankname (e.g., 1234567890@bankname). This UPI ID acts as a virtual send and receive money instantly, 24/7,
payment address. including weekends and holidays.

Authorization: To make a payment or transfer funds, users initiate a transaction by selecting the recipient's • Simplified Payments: With UPI, users can
make payments using only their UPI ID,
UPI ID or scanning a QR code linked to the receiver's UPI ID.
eliminating the need to remember and
Verification: Users enter the amount they wish to transfer and confirm the transaction using a PIN or share bank account details such as account
biometric authentication (fingerprint or iris scan). number and IFSC code.
Transaction Initiation: The UPI app sends a request to the payer's bank, which verifies the transaction • Interoperability: UPI is interoperable across
details and the availability of funds in the payer's account. different banks and payment service
providers, enabling seamless transactions
Routing: After verification, the transaction request is routed to the NPCI's UPI platform, which acts as an between accounts held in different banks.
intermediary between banks.
• Security: UPI transactions are secured
Interbank Settlement: The NPCI processes the transaction in real-time, debiting the payer's account and through multi-factor authentication,
crediting the recipient's account instantly. including PINs and biometric
Notification: Both the payer and the recipient receive instant notifications on their UPI apps confirming authentication, ensuring the safety of
users' financial information.
the successful completion of the transaction.
• Utility Bill Payments and Merchant
Overall, UPI has revolutionized the digital payments landscape in India, offering a Transactions: Apart from peer-to-peer
(P2P) transfers, UPI can be used for various
convenient, secure, and efficient way for individuals and businesses to transact transactions such as utility bill payments,
electronically. merchant payments both online and
 UPI System
UPI System
 Services/Banking Systems

How PayTM allows user to access his/her All Bank accounts?

UPI (Unified Payments

Interface):
•Paytm allows its
customers to link their
Payments Bank accounts
with UPI, enabling them
to make instant money
User Can Add As
transfers between bank
Many Bank Account
accounts, pay bills, and
As they Want in
make payments to
Their PayTM App.
merchants directly from
their bank account using
the Paytm app.
User Can Select The
Default Bank Which
will Be preferred For
Transaction.
 Banking Systems
Services/Banking Systems

What After All Banks Are Linked?

What can users do after adding
all their Banks in PayTM ?
• Users Can Use any of their Bank to Pay by
following ways.

• Scan QR code and Pay

• To account number, Personal or Others
• To mobile number linked to UPI
• All bill and utility payments can also be done
using PayTM
• Balance Inquiry
• Bill and Utility Payments using any of the
Added Bank Account.
 Banking Systems
Services/Banking Systems

PayTM Payments Bank Limited.

• Apart from integrating any other bank to the app, PayTM also
established its own bank in 28 November 2017.
• PayTM Payments Bank Limited.(PPBL) allows its users all the
banking features that other bank provides .
Namely
• Savings Account
• Fixed Deposits
• Loans
• Credit Cards
• Debit cards
 PayTM Payments Bank Limited.
Banking Systems
Services/Banking Systems

TimeLine And News Paytm Payments Bank (PPBL) was barred from accepting deposits,
Established:- 28 November 2017. top-ups, and other services after March 15, 2024. The Reserve
Closing:- 15 March 2024. Bank of India (RBI) cited non-compliance and supervisory
concerns as the reason for the decision. The RBI also noted that
thousands of accounts were opened without proper identification,
In line with the Reserve which raised concerns about potential involvement in illegal
Bank of India's directives, activities such as money laundering. Other issues included multiple
Paytm Payments Bank accounts associated with the same identification proof,
(PPBL) will shut down transactions involving substantial amounts, and an abnormally high
services such as deposits, count of dormant accounts.
credit transactions, and
FASTag recharges
from March 15 onwards. The Reserve Bank of India (RBI) has restricted Paytm Payments
Bank accounts and wallets from accepting new deposits or allowing
credit transactions after March 15, 2024.
 Banking Systems
Services/Banking Systems

PayTM Wallet
Note :- PayTM wallet will not work after 15th March 2024

Paytm Wallet, provided by Paytm Payments Bank Limited and regulated by the Reserve
Bank of India, requires users to complete a Know Your Customer (KYC) process. There are
two types of KYC: Minimum and Full.
Minimum KYC grants partial access to the wallet for 24 months. Users can make
payments to merchants, pay online, and maintain a balance of up to Rs. 10,000 per
month. However, they can't send money to other users or bank accounts, and the wallet
balance is limited to Rs. 1,00,000.
Full KYC unlocks all features. Users can transact with merchants, both online and offline,
keep up to Rs. 1,00,000 in their wallet, send money to other users, and even open a
Paytm Payments Bank savings account.

• User Don’t get any intrest on the money stored in PayTM wallet.
• PayTM generates intrest from these funds in the users wallets.
 BillAnd
Services/Bill And Recharges
Recharges
Bill And Utility
Recharge Services :-
• Mobile Recharges: Prepaid+Postpaid
• DTH
• FastTag
• CableTV
• Metro
Bill Payments :-
• Electricity
• Education Fee
• Gas Cylinder
• Broadband/Landline
• Apartment
• Water
• LOAN/EMI Payments
• Credit Card Payments
• Tax Payments
• Insaurance Payments
• OTT Subscriptions
• PayTM Gold
 Services/Insurance Options

Insurance Options

• Bike Insurance
• Car Insurance
• Accidental Insurance
• Shop Insurance
• Health Insurance
• Auto Insurance
• Taxi Insurance
• Cancer Care
 Services/Ticket Booking

Ticket Booking

• Flight
• Bus
• Train
• Movie
• Events
• Hotels
 Services/PayTM First Games

Paytm First Games

An online gaming platform that develops,

publishes, and promotes games, contests,
and trivia for Indian consumers. The
platform offers games such as fantasy
cricket, fantasy kabaddi, fantasy
soccer, rummy, and battle center. Paytm
First Games is the joint venture between
Alibaba group firm AGTech and One97
Communications.
 Services/Merchant Account

PayTM Merchant Account

A Paytm merchant account enables

businesses to accept digital payments through
various channels, including credit/debit cards,
net banking, UPI, and Paytm Wallet. With a
Paytm merchant account, businesses gain
access to a seamless payment gateway
integration, allowing for secure and efficient
transactions. Merchants can manage
transactions, view settlements, and access
detailed reports through the Paytm
dashboard. Additionally, Paytm offers value-
added services such as QR code-based
payments, invoicing solutions, and
promotional tools to enhance the payment
experience and drive business growth for
merchants.
 Services/Mutual Funds, Stock Market and Trading

Mutual Funds, Stock

Market and Trading
• PayTM Money an application by One97
communications Ltd. Allows users to
invest in Mutual funds and stocks
 Services/Ecommerce And Shopping

Ecommerce And Shopping

Revenue Model:- How do they make money? Revenue Model

Paytm generates revenue through payment processing fees, financial services such as lending and insurance,
commissions from its online marketplace, advertising and promotional partnerships, subscription fees for
premium services, and licensing agreements. This diversified revenue model allows Paytm to earn income from
various sources within its ecosystem, including transactions, financial products, e-commerce sales, advertising,
subscriptions, and partnerships.

Paytm Revenue Model can be divided into

following categories.
1:- Marketplace (Paytm Mall)
• Marketplace Comission:- 1.65% to 18% of selling
price depending on the product category.
• Pament gateway charges:- 2.7% of selling Price

• Logistics Charges:-
 Revenue Model

2:- Recharge Services :- Mobile,DTH,Broadband

etc..
Paytm charges a platform fee of ₹1–₹6 for mobile
recharges made on its platform, regardless of payment
method. This fee is also known as a convenience fee or
surcharge. For example, a 30-day Airtel recharge of ₹296
on the Paytm app costs ₹298.

3:- Bill Payments :- Mobile,DTH,Broadband etc..

In addition to the recharge facilities, the customers can
even pay their electricity, telephone, water, mobile,
broadband, gas, etc. bills on Paytm. Apart from these,
Paytm has also partnered with several education and
financial organizations and act as a portal to accept
education fees and insurance instalments.
Paytm charges up to 3% in commission (including
GST) for recharges and bill payments services on its
platform. This includes convenience fees and platform
fees.
 Revenue Model

4:- Payment Solutions(Merchant

Account)
NOTE:-These Solutions are for Merchants

a>> Online Solutions

Paytm offers smart payment solutions for online businesses. The
payment solutions allow them to accept online payments through Paytm.
The payment option comes with no setup fee and maintenance charges.
However, the company charges a commission of 1.99% on every
transaction.
 Revenue Model

b>>In-Store Solutions
Pay securely & easily at Stores, favourite Restaurants,
Shopping Malls or a even Local Street Vendors in a flash.
More than 20 Million merchants across India have
upgraded their business to accept payments from over
300 million, using Paytm All-in-One QR, POS & Devices.

There is no integration fee for the POS

Machines but PayTM charges anywhere
between Rs7000/- for all in one POS to No
installation with monthly charges of Rs 100/-
for small soundbox machines
 Revenue Model

5:-PayTM Wallet
How does Paytm earn through Paytm wallet?
Paytm wallet can be used to pay for almost anything, everywhere. It has
created a new market for digital currency users because of its ease of PayTM users don’t get interest on
use. Money can be transferred between the Paytm wallets of two users
with just a few taps on the phone. the money kept in wallet .
As per the RBI guidelines, the money deposited by users in Paytm wallet
PayTM collects the interest on all
is deposited by Paytm in an Escrow Account with a partner bank. This the money kept by users in their
escrow account deposit fetches Paytm certain interest which is decided
as per the contract between the bank and Paytm. wallets.
Note:- All transactions of wallet
The interest from the escrow account is decided on the basis of the
average of the deposited amount in a certain period of time (58 weeks). will cease to exist from 15th
But operating a prepaid wallet comes with an expense. Banks and
March 2024
payment gateways charge a fee equivalent to 1-3% of the money
deposited for using their services. This fee can’t be charged to the
customers as it’ll make them choose alternatives like UPI, IMPS, etc.
However, the interest generated through the escrow account deposits is
usually more than the expenses incurred which results in profits to the
company.

The more you use Paytm wallet, the more Paytm earns from it.
6:-Cross Selling Promotion and Advertisement Revenue Model

Promoted I Some
nsuarance Examples
and brands Of Ads
 Mechanism
PayTM app :-Frontend,Backend and database
management
Front-End Back-End Daatabase

Site Elements: - External CSS, Server-side Languages - Javascript & Paytm stores customer payment
Embedded CSS, Inline CSS, HTTP/2, PHP instrument details in its secure cloud,
HTTP Strict Transport Security Web Servers - Nginx & Node.js which is audited by standard authorities
like NPCI and PCI-DSS from time to
Web Hosting - Amazon time. Paytm says it only stores and
Markup Languages: - HTML5 SSL Certificate Authorities - DigiCert processes user data in India, in accordance
Traffic Analysis Tools - Google with RBI circulars in respect of the Storage
Image File Formats: - PNG, SVG, analytics of Payment System Data dated 6th April
JPEG, GIF, WebP Advertising Networks - Google Ads 2018. This data includes the full end-to-
end transaction details, information
collected or carried or processed as part
of the message or payment instruction.
 Business Model

PayTM Business
Model:- Driving
Revenue Growth
Through High
Engagement Payments
Business and Cross-
Selling Financial
Services
 Business Model

Components:-
Our Business Model: We offer a comprehensive suite of payments services to acquire consumers and merchants, as well as leverage our
two-sided, consumer and merchant ecosystem and rich insights from our platform to cross-sell high-margin financial services and merchant
services (commerce and cloud). UPI has emerged as one of the key low CAC customers and merchant acquisition channels for us.
• Empowering Consumers With the Widest Range of Payments Services: We provide a wide selection of payment instruments, both third
party like cards, net banking as well as Paytm Payment Instruments like Wallet, Paytm Postpaid (BNPL), UPI, Fastag to make online
payments for Mobile Recharge, Utility Bills, Rent, Tolls, Education, Wallet top-ups and money transfers using the Paytm app. Consumers
can also make online payments on third party apps and in-store payments through QR codes and devices.
• Leveraging Platform Engagement to Enable Merchant Partners’ Growth: Consumers come to our platform for a variety of payment use
cases as well as the comprehensiveness of available payment instruments. High consumer adoption encourages merchants to join our
platform, and also use our commerce offerings to leverage our consumer traffic to grow their business. This creates a self-reinforcing
loop, which demonstrates high frequency, high repeat rates, and leads to powerful consumer stickiness and retention.

Similarly, leveraging Paytm’s consumer traffic, we enable our merchant partners to grow their business by offering services l ike ability to
sell tickets, advertising, loyalty solutions like deals and gift vouchers. We also provide software and cloud services to ent erprises, telecom
companies, and digital and fintech platforms to track and enhance customer engagement, build payment systems, and unlock cust omer
insights. Our commerce offerings provide a lifestyle destination for consumers to avail services such as travel and entertainment ticketing,
gaming and more. Easy access to such services within the Paytm App environment plays an important role in user engagement and
retention.
 Business Model

• Driving Subscription-led Ecosystem for Merchants: On the merchant side of our platform, we enable our partners with
tech solutions that allow them to accept payments through a wide variety of instruments and by deploying subscription -based
devices that help with reconciliations. Entry level merchants can use a free Mobile QR to accept payments, typically using Paytm
Payment Instruments or UPI. Small retailers can upgrade to Soundbox devices which allow real time voice verification and better
reconciliation for merchants, hence enhancing their trust in digital payments, and generating subscription revenues for us. Our
mid-sized and large retailers also use our POS devices which enables them to accept mobile and card payments, thus generating
both subscription revenues as well as MDR for us. For Online and Omni channel merchants we offer a robust payment gateway
product allowing merchants to reliably accept payments across all channels, thus generating MDR revenue and platform fees. As of
March 2022, our merchant base has grown to 26.7 million, with deployed payment devices increasing to 2.9 million from 0.8
million in FY 2021, thus accelerating our subscription revenues.
• Using Our Two-sided Ecosystem and Insights to Upsell High-margin Financial Services: Our large distribution, and insights from
our payment and commerce services, enables us to upsell high margin and low customer acquisition cost (CAC) financial services
to our consumers and merchants. We have pioneered in distribution of innovative small ticket lending products which were not
existent earlier, thus creating new markets which are possible only digitally. For consumers and merchants, we offer various
lending products, with our financial institution partners, such as Paytm Postpaid (BNPL), Personal Loans and Merchant Loans. Our
lending business continues to scale providing attractive upsell revenues. Our lending partners disbursed over 15.2 million loans
through our platform in FY2022, a 478% growth over FY2021. The value of loans grew 441% to Rs. 7,623 cr in FY2022, from Rs.
1,409 cr in FY2021.
Business Model
 Business Model

In-Depth Marketing Analysis Of PayTM

• Paytm (short for “pay through mobile”)
• Marketing Budget of Paytm
• Marketing budget primarily means the money allocated to the marketing functions and how it is intended to spend. Paytm’s cloud revenue
went down by 38%. In the covid-19 pandemic, the payments related to entertainment and travelling have been severely impacted. The
lockdown hit them hard and the total revenue of the company declined about 10%. They went from Rs.3,540 Cr to 3,186 Cr in 2020-21. The
spokesperson of Paytm said, “despite significant disruption in the business of our merchant partners due to the pandemic especially in the
first half of the year, we have had minimal impact on revenues, due to the strong recovery in the second half of the year”. However, the
company reduces the marketing cost by 62% from Rs 1.397 Cr/year to Rs 533 Cr/year.
 Business Model
Marketing Mix of Paytm
A marketing mix can be defined as a model that an organization uses to increase the interest in the products\\services and
image of a particular company.
4 P’s play the major components which are product, place, price, and promotion. Let’s go to the marketing mix strategy.
• 1. Product Mix of Paytm
Paytm is the acronym for pay through mobile. it offers various products and services in its marketing mix for example e-wallets, online shopping, latest
news, vaccine slot updates, investment opportunities, and many more. Any customer can access the portal on their computers as well as mobile apps
for making a specific payment. For instance payment of mobile recharge, bills, shopping, etc. Instead of using a debit card o r credit card Paytm
enables a user to make payments feasibly without them. Paytm also offers a facility of Paytm Bank from which a person can transfer money directly
from his\\her bank account to someone else’s bank account for this he/she must give access to their saving bank account.

• 2. Price Mix of Paytm

Paytm serves as a medium for the customers to make the payments for the other services which they are availing for this Paytm is en tirely free to use.
Paytm has received huge Investments like funding of 575 million dollars from China’s leading business group Alibaba, an India n business tycoon who
had invested in Paytm as a personal investment in the brand. These use services enable Paytm to get new customers on a broad basis and give them
free services they also simultaneously give discounts and offers to promote their online shopping E-Commerce portal.

• 3. Place and distribution Mix of Paytm

Paytm is accessible everywhere through a smartphone or on a laptop having a proper internet connection just like any other app or w ebsite. Paytm is
available throughout the country to provide payments and shopping feasibility. It is widely accepted as a mode of payment acr oss various industries
sectors and geographies. Offline merchants and several restaurants, grocery stores, supermarkets hotels, and many more places are accepting Paytm
as a part of the payment. It is headquartered in Noida India but the feature of booking rail, plane, buses, has extensively p rovided reach to a greater
market. Also now Paytm has launched services in Canada and Japan.

• 4. Promotion Mix of Paytm

Catchy phrases of Paytm as “Paytm Karo” have enabled Paytm to become a household name.
Multiple ad campaigns of Paytm are displayed on TV commercials, ad banners, billboards, print media such as newspapers, magaz ines, etc. The
tremendous visibility of Paytm is not just because of these ad campaigns but also the fact that Paytm is highly involved in t he sponsorship of various
events, competitions, and many more. After the digital India campaign retailers are putting Paytm accepted banners which are providing strong
visibility to the company. To gain global recognition Paytm sponsored and become a partner of the Indian cricket team.
 Business Model

Marketing Strategy of Paytm

In simple words, a marketing strategy refers to a business’s overall game plan for reaching prospective consumers and turning them into
customers of their products and services.

• 1. Cashless transactions schemes

In 2016, they came up with an innovative initiative of “each one, teach one”. Paytm announced a scholarship of rupees 2100 for 10,000
users who will help them to increase digital inclusion and the practice of adaptation to Paytm. The scheme, “Scan any QR to pay using
Paytm” was launched in 7 languages which were Bengali, Marathi, Gujarati, Tamil, Telugu, Kannada, and Malayalam.

• 2. Sponsorship of events by Paytm

As we said the earlier company is highly involved in sponsorship they target a variety of events, tournaments, etc these events give them
immense exposure. Paytm is also the official sponsor and supporter of India’s cricket team providing them worldwide publicity.

• 3. Promotion and advertising strategies of Paytm

The company’s online marketing and traditional marketing approach are centred on bringing visibility anywhere by sharing their advert on
Facebook and Twitter or even subsidized posts on Instagram and in instances even Snapchat.
In an offline communication network, they probably use newspapers, transit media, and television.

• 4. Fast and efficient

Paytm Plays amazingly well with their words, as soon as the news of demonetization was conveyed to the country. They came up with a
tweet; Paytm Karo. It was a splendid example of a brand putting up an example of relevant and moment communication. They gained
amazing response as it was simple and user-friendly.

• 5. Their product, their hero

They often post the screenshot of their interface on social media platforms, this practice makes the user feel that it’s trustworthy and worth
acknowledging. They Make their post in such a manner that their post becomes the hero of their advertisement.
 Business Model
Marketing campaigns of Paytm

1. Facebook Live!
Data Protection is a primary concern for everyone with the evolution of digitalization, hackers are growing as well. Making the people understand that their account is
safe and secure was a big challenge for PayTM as well. So they came up with an interesting approach where they went live to their Facebook and explain the
Process and measures towards their security.

2. Soldier mobile game

This turned out to be the perfect campaign for game lovers. Users were able to download the soldier game from the Paytm app. In this game, the Spartan Paytm
soldiers were fighting against an army of frauds. The message which Paytm conveyed from this Campaign was how to make people aware of how Paytm protects its
account.

3. The automatic start of the month message

At the start of the month Paytm initiated to send a reminder for the payments to other people by saying it can be easily done and stress freely achieved by using Paytm
digital wallet.

4. Mumbai Dabbawallas
They collaborated with the Mumbai dabbawalas and requested them to please use Paytm cash as an exchange of money.

5. MBA Contest
Organizing such contests where the general public takes part often gets successful. In this campaign, a team of 4 was asked to create a video about how Paytm can be
used, and the video that would get maximum likes would win.
This went viral and gave much more user retention to Paytm but this was Priorly for first-year MBA students only.
 Business Model

Paytm’s Digital Presence

Paytm takes digital presence as a priority they are highly active on each of the social media platforms.
They understand valuably that where their target audience is present.
They frame their content as per focusing on youth attraction, the meme marketing is extraordinarily amazing.

1. Facebook
Having around 30 lakh plus likes on their Facebook handle they generally post the same content for Instagram as well. Also share creative
videos to enhance the use of Paytm daily.

2. Instagram
They have a huge follower base on Instagram with several 4 million followers.
They post creative memes based on the present trends and giving it a slight wordplay to add a flavour of humour. Also by posting Reels to
persuade people for booking vaccinations slots.

3. Linkedin
Having the popularity of 7 lakh followers on LinkedIn they focus to create a sense of responsibility among their audience. Also playing the role
of a change maker.

4. YouTube
Undoubtedly, their Advt campaigns are the best in spreading awareness among society towards digital payment. They post their advertisement
on YouTube and have a great subscriber base of 316K.
 Business Model

SWOT Analysis of Paytm

We must understand the internal and external factors of a company it helps us in gauging its current status, along with providing valuable insights for its future
position and this is achieved by SWOT analysis.

1. Strengths of Paytm
Collaboration with merchants – Paytm is currently attached to more than 3 million merchants across India and the number is still growing.
Multiple services- Everything which we wish for can be easily done on the Paytm app.
Offers- Paytm is capable to grab and hold the attention of customers because of the never-ending offer stream.

2. Weaknesses of Paytm
Lack of awareness among users- in India people still fear making an enormous transaction online which is making things worse.
Need for its development- still remote and rural areas cant access Paytm.The overloaded site and slow servers.
Poor customer service- it happens sometimes when people face very minor issues but when they contact the customer services of Paytm
they get complaints like rude behaviour and are unable to handle many of the queries.

3. Opportunities of Paytm
Growing demand- Today many corporates are adapting to the practice of online payment this has increased the role of digital payment
platforms to a great extent.
Demonetisation- one of the services that benefited heavily from the Indian government demonetization drive was online payment services
and Paytm was one of the biggest beneficiaries.
Online shopping- with the exponential growth in online shopping, people are more adapted to online payment platforms.

4. Threats of Paytm
Competition – with the increasing number of entries, the competition is growing aggressively. Nowadays payment platforms like MobiKwik,
freecharge, and many others are expanding their businesses Plus Airtel and Vodafone are also providing online payment gateways.
Connectivity issue- most of the rural areas are still under the problem of connectivity.
Safety concern- with the news of online digital scams the concern about one’s data safety is very common, people still fear to transact a
great amount online.
 Investors
Investors:-
Valuation:-Market cap: $2.98 Billion

National Investors :- International Investors :-

Vijay Sharma (19.5%) SAIF Advisors Limited (15.4%)

Sharma Family Trust (4.87%) Ant Group Co., Ltd. (9.88%)
Axis Bank Limited (4.87%) Alibaba Group Holding Limited (3.37%)
Nippon Life India Asset Management Limited (1.04%) SoftBank Investment Advisers (UK) Limited (2.83%)
Motilal Oswal Asset Management Company Limited (0.6%) Mirae Asset Global Investments Co., Ltd. (2.5%)
UTI Asset Management Company Limited (0.36%) Berkshire Hathaway Inc. (2.46%)
Mahindra Manulife Investment Management Pvt. Ltd. (0.23%) The Vanguard Group, Inc. (2.14%)
Aditya Birla Sun Life AMC Limited (0.21%) Canada Pension Plan Investment Board (1.76%)
Franklin Resources, Inc. (1.48%)
BNP Paribas Arbitrage Sa, Asset Management Arm (1.32%)
BlackRock, Inc. (1.3%)
FMR LLC (0.91%)
Norges Bank Investment Management (0.65%)
Schroder Investment Management (Singapore) Ltd. (0.26%)
RWC Partners Limited (0.19%)
Driehaus Capital Management LLC (0.17%)
Geode Capital Management, LLC (0.14%)
Investors
 Management

Management
of PayTM
 Board Of Directors

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