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Razorpay: Providing Payment Convenience ...

Ganjoo, Divya, Muk...

Case

Razorpay: Providing Payment Convenience to Disruptors

Ganjoo, Divya; Mukherjee, Saral; Mukhopadhyay, Sandip

IIMA-MAR0507 | Published January 9, 2020 | 19 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

Razorpay was a four-year-old Indian B2B fintech startup in digital payments which was venturing into digital lending. It aimed to simplify digital payment flows involved in acceptance, processing and disbursement of payments through superior technology and automation. This case details how Razorpay created value for businesses by offering service convenience in the B2B space. Razorpay started as a payment solutions provider, primarily known for its payment gateway. Over time, it became difficult for Razorpay to sustain its growth by using technological leadership and service differentiation. To maintain its growth trajectory, Razorpay launched multiple new products in the digital payment space as well as announced a foray into creating a marketplace for digital lending through the launch of Razorpay Capital. Razorpay needs to review and decide the different facets of its product and market strategy in view of its pivoting in an evolving market.

To understand the B2B buying process and organisational buying unit (OBC); To get insights into the relationship and communication management with different constituents of OBC; To understand how an effective value proposition in a B2B market can be developed using service convenience; To know how to align the sales strategy and approach with the firm's changed focus from a product platform to a multisided platform.