Impactful Marketing brings a sense of purpose

Authored by Sunay Jain, Head Marketing, ePaylater, a leading startup in the SME credit space

 When your job becomes more than just routine work and has a larger impact on overall society, it is no longer just a job but a passion.

 Since childhood, kirana stores have been an essential part of my day to day life. Today as a marketing head of a start-up that helps make a real difference to this community, it gives immense satisfaction and a real sense of purpose in my job.

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 Located at almost every corner, small Kirana stores are the backbone of our society. While large retail chains are often thought of as the face of retail in India, it is the small family-run Kirana stores that make up the bulk of the industry. Apart from providing us with our daily essentials they are also a big employment generator as each kirana shop employs 2-3 helping hands. Their direct and indirect impact on the country is immeasurable. And most importantly it’s their kind nature and welcoming approach, and they always help you with credit if you don’t have the money for the smallest or biggest of items.

However, due to the unorganized nature of their industry, small retail stores are facing several challenges. Apart from the rise of e-commerce eating into their market share, their general lack of infrastructure and technology makes it almost impossible for them to compete with larger retailers. These concerns were only exacerbated by the lockdown.

Having developed deep consumer insights over the years, we at the marketing team of ePayLater, delved deeper into consumer research on a one-on-one basis with several retailers to uncover the not so apparent aspects of their daily lives. While united in what they do, each retailer has their own story; their own problems, their own dreams, and their own aspirations. These were stories that the team at ePayLater, wanted to bring to light. 

At 0% interest for 14 days, these businesses can now avail of credit up to Rs.25 lakh without the obstacles associated with traditional banking. This flexibility of funds helps them not only in safeguarding themselves against negative market trends but also in capitalizing when opportunities arise. 

However, ePayLater goes one step further. Beyond financially aiding these retailers to succeed, ePayLater is promoting a wave of financial literacy across the country. They are achieving this through several informative videos that have been created in local languages from across the country to help educate millions of small business owners

We aimed to give a voice to every retailer in India through the campaign ‘Tarakkee Ke Pankh’. The campaign highlighted real-life stories of unsung heroes and touched a chord across audiences. Retailers were finally able to have their voices heard by millions around the country. Listen to their struggles, triumphs, and much more, as they candidly dive into their life stories. 

ePayLater has touched the pulse of every retailer in India by easing one of their biggest challenges - availing of interest-free credit. This simple philosophy has made ePaylater a ‘friend’ for every retailer, who now has the opportunity to not just aim higher but reach their fullest potential and achieve their dreams. We at ePaylater are more than a financial tool for retailers, we are a companion on their journey as they spread their wings towards progress.

When we have already made a difference in the lives of lakhs retailers across the country, the journey has only just begun and as a young marketing head, it’s a real difference and sense of purpose.