Rupifi

Rupifi is a B2B payments and credit company founded in 2020 by Anubhav Jain, Ankit Singh and Jawaid Iqbal, based in Bengaluru, India. It serves B2B marketplaces, distributors and cash-and-carry operators whose retailer customers buy on informal credit from suppliers. Rupifi replaces that arrangement with a digital credit line embedded in the platform’s own checkout, so the anchor is paid immediately while the retailer takes terms.

The product is delivered as an embedded checkout module with quick integration, offering retailers net terms of 15, 30, 45, 60 or 90 days, split payment between cash and credit, automatic reconciliation and analytics dashboards for the anchor platform. Credit is funded through NBFC partners including Muthoot Finance and U GRO Capital, and the company states it has RBI regulatory sandbox approval. Anchor partners named by the company include Walmart, where the programme covers more than 50,000 retailers, along with Flipkart Wholesale, Jumbotail, Ninjacart, Metro Cash and Carry, Hyperpure and redBus. Bessemer Venture Partners and Tiger Global led a USD 25 million Series A in January 2022.

1. Embedded B2B checkout: a credit line is offered inside the marketplace or distributor checkout rather than as a separate loan journey.

2. Flexible terms: retailers draw net terms of 15, 30, 45, 60 or 90 days against an approved limit.

3. Split payment: a single order can be settled partly in cash and partly on credit.

4. Automatic reconciliation: disbursement, repayment and settlement data are matched back to the anchor's order records.

5. Anchor analytics: dashboards track limit utilisation, repayment behaviour and GMV contribution per retailer.

6. Scale and funding partners: the Walmart programme covers more than 50,000 retailers, with credit funded by NBFCs including Muthoot Finance and U GRO Capital.