Rose Merc, a leading investment and marketing firm, and WTSLN Fintech Private Limited (WhatsLoan), a pioneering technology service provider in digital lending, have signed a Memorandum of Understanding (MoU) to collaborate on innovative digital lending solutions across India.

The partnership focuses on enhancing access to loans and financial services for farmers, consumers, and MSMEs, particularly in the Priority Sector Lending (PSL) segment, which often faces high service costs and longer turnaround times. By leveraging Rose Merc’s extensive market network and insights, the collaboration will target regions in Western and Northern India, including Maharashtra, Gujarat, Rajasthan, Uttar Pradesh, Punjab, and Haryana.

Under the MoU, the companies will jointly develop, market, and implement AI-driven digital platforms, including WhatsLoan’s flagship offerings: the NeoLending Digital Platform, Digital Kisan Credit Card (KCC) via RBI’s Unified Lending Interface (ULI), Co-Lending, Embedded Finance, and Loan-as-a-Service (LaaS) models. Rose Merc will also explore equity investment or fundraising opportunities to support WhatsLoan’s growth and innovations, such as Digital Financial Identity (DFID) on blockchain and a loan marketplace for farmers, consumers, and MSMEs.

“This partnership enables us to bring cutting-edge digital lending solutions to underserved segments, creating sustainable growth opportunities,” said Purvesh Krishna Shelatkar, Executive Director, Rose Merc. “By focusing on Western and Northern India, we aim to bridge the financial access gap for millions of farmers, consumers, and MSMEs.”

Timmana Gouda D, Co-Founder & CEO, WhatsLoan, added, “Teaming up with Rose Merc strengthens our mission to revolutionize digital lending. Their marketing, investment, and strategic expertise will amplify the impact of our platforms, ensuring faster, more inclusive financial services while remaining fully compliant with regulatory standards.”

The non-binding MoU emphasizes mutual benefits, with plans for a joint working group to oversee implementation, regular quarterly reviews, and future definitive agreements to formalise specific projects.