Consumer behaviour report · India

Consumer digital credit in India: what borrowers choose, and why they leave

Two topics in this category draw almost no positive opinion at all: how lenders collect, and how they market.

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10 chapters · 9 exhibits · 4,400+ borrower conversations

Market size will not tell you why borrowers leave

Most reports on digital lending in India tell you how big the market is and how fast it is growing. That is useful for an investor deck. It does not tell a brand team why a borrower picks one app over another, what they say about how they were treated, or why they leave and never come back.

This report does. It is built from 4,400+ conversations in which borrowers describe what they bought, why they bought it, and what made them switch or stop, in their own words. Sales data shows what was bought. It cannot show why.

About this report

This report sets out how borrowers in India choose in the digital lending category: who buys and why they start, what makes them pick one brand over another, what they pay and when a premium feels fair, which claims they believe or doubt, where they buy and what goes wrong there, and why they switch or stop. It covers each borrower segment and each leading brand, and closes with moves for your team, ranked by impact and effort.

Sample findings

1. 98%of buyer opinions on collections behaviour are negative
2. 98%of buyer opinions on spam and unrequested offers are negative

Shares of buying decisions with a stated reason, or of borrower opinions on a topic. Not purchase data and not a representative survey.

Who it is for

• Brand and marketing teams: which claim to lead with, which ones borrowers already doubt, and where to set the price
• Founders entering the category: which segment to go after, which brands already have it, and where the gaps are
• Category and insights managers: share-based findings with their base, ready to put in a deck
• Product teams: what borrowers complain about after they buy, and what makes them leave
• Investors: where borrowers are moving and why, beyond market size

Table of contents

10 chapters and 9 exhibits.

1. The questions that matterThe questions a brand team asks first, answered in full
2. Demand and segmentsWho buys, why they start, and what makes them choose one brand over another4 exhibits
3. Segment by segmentWhat each segment wants, which brands win it, and how to move it
4. PricePrice bands, how buyers judge value, and what makes a premium acceptable1 exhibit
5. Trust and claimsWhich claims buyers believe or doubt, and the proof they look for1 exhibit
6. Brand by brandHow each top brand positions itself, and how buyers see it
7. ChannelsWhere buyers buy, why, and the problems they report in each1 exhibit
8. Who influences themWho buyers listen to before they buy1 exhibit
9. What to doMoves for your team, ranked by impact and effort1 exhibit
10. Sources and methodHow the report was built and where every finding comes from

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