Hub Report
Fellocraft Research • 5 spoke reports in one
Loans Marketing in India —
how 60 brands compete online
India's retail credit market is worth ₹54.2 lakh crore and growing faster than any comparable market in the world. This report maps the digital strategies of 60 brands across five loan categories — Home, Personal, Credit Card, Gold, and Fintech Consumer Credit — and shows which ones are winning where, and why.
Home
₹28.5 LCr
Largest category
Personal
₹13.2 LCr
+22% YoY
Credit Card
₹2.9 LCr
81% digital
Section 01 — The five categories
Retail credit in India is really five distinct markets
The big picture
The smallest loan category is also the fastest growing — and the most ruthlessly digital
Fintech consumer credit is ₹1.4 lakh crore — just 2.6% of the total retail loan book in India. But it's growing at +45% YoY, nearly 4× the rate of home loans, and is 98% digitally originated. Meanwhile, the largest category — home loans at ₹28.5 lakh crore — remains less than half digital. This divergence defines every marketing choice downstream: which channels to invest in, which funnels to build, and which playbook to copy from whom.