From Obscurity to Authority: How Namaste Credit Dominated India’s SME Lending Conversation
When Namaste Credit’s AI-powered loan marketplace sought to revolutionize India’s $1.4 trillion MSME credit gap, it faced a paradox: while its technology could assess borrower risk in minutes, the market still viewed digital lenders as faceless algorithms rather than trusted partners. With traditional banks controlling 80% of SME loans and fintech skepticism running high, Namaste needed more than press releases—it needed to rewrite the narrative around digital lending itself.
The Crisis: A Trust Deficit in Digital Finance
EXL PR’s audit revealed critical barriers:
Media fatigue: 73% of business journalists dismissed fintechs as “me-too” loan aggregators
Regional blind spots: Vernacular markets (where 60% of SMEs operated) lacked credible fintech coverage
Expertise gap: Namaste’s AI innovations were buried under generic “digital lending” stories
The mandate was clear: Position Namaste not just as a platform, but as the definitive voice on India’s credit revolution.
The Campaign: Data-Driven Storytelling with Precision
Phase 1: From Vendor to Visionary
Replaced product pitches with sector-first insights, leveraging RBI data to create “The MSME Credit Drought Report” (picked up by The Hindu BusinessLine).
Converted CEO Lucas Bianchi into a “Credit Accessibility Evangelist” through bylines in Entrepreneur India and Financial Express on AI’s role in post-GST lending.
Phase 2: Vernacular Breakthrough
Engineered hyperlocal success stories (e.g., a Kolkata textile trader’s 48-hour loan approval) for Ei Samay and Dainik Vishwamitra, doubling regional SME inquiries.
Partnered with Onkar TV for Bengal’s first fintech talk show, demystifying digital loans for tier-2 business owners.
Phase 3: Newsjacking Mastery
Seized the NBFC liquidity crisis to showcase Namaste’s “Algorithmic Underwriting” as a safer alternative (Economic Times exclusive).
Turned budget season into a thought leadership platform, with 5 pre-budget op-eds on MSME stimulus needs.
The Results: When Coverage Becomes Currency
11x surge in high-impact stories (Jan 2019 vs. Oct 2018), including The Telegraph and Business World.
83% of coverage positioned Namaste as an industry authority—not just a service provider.
300% increase in SME partner sign-ups directly attributed to media features.
From RBI policy debates to regional business forums, the campaign proved that in India’s complex credit landscape, thought leadership isn’t optional—it’s the core product.
The Blueprint for Fintech PR
This case redefines financial services marketing:
Data is your differentiator – Namaste’s RBI-backed insights cut through fintech noise.
Vernacular is non-negotiable – Ei Samay coverage drove more conversions than national business media.
Timing trumps frequency – One strategic budget-season op-ed outperformed 10 routine announcements.
For fintechs battling skepticism, Namaste’s playbook offers a proven path: Don’t just sell your solution—own your category’s future.
