Poonawalla Fincorp Ltd has forayed into the booming consumer durables financing space with the launch of a dedicated loan product and a digital EMI card, marking a significant step in its retail lending expansion strategy. The initiative positions the non-banking financial company (NBFC) — backed by the Cyrus Poonawalla Group — to offer point-of-sale financing solutions that are instant, fully digital, and designed to cater to a rising demand across Tier 2 and Tier 3 cities. The new offering includes instant loan sanctions within five minutes, a flexible EMI structure, and competitive rates, aiming to serve both salaried and self-employed individuals directly at retail outlets. The EMI card, equipped with pre-approved limits, will simplify purchases of consumer durable products such as electronics and appliances. “This is not just a product launch — it's a strategic lever to scale our retail business faster, deeper, and more profitably,” said Arvind Kapil, Managing Director and CEO of Poonawalla Fincorp. “It unlocks access to millions of new customers and enables us to serve them across their financial lifecycle.” Initially, the NBFC plans to expand to 70 locations, collaborating with over 5,000 dealers, including regional retailers and smaller businesses. The strategy is to institutionalise acquisition processes within the first 90 days, backed by a tech-first approach to enable real-time onboarding, digital disbursements, and faster settlements for dealers — replacing conventional batch processing. The move also opens up cross-sell opportunities across Poonawalla Fincorp’s wider portfolio, including personal loans, insurance, and other financial products, enhancing overall profitability. With this launch, the company has now rolled out six new business lines in a bid to diversify and grow its secured lending portfolio, strengthening its position in India’s fast-evolving consumer finance ecosystem.