Rose Merc Limited and WhatsLoan partner to boost digital lending

Rose Merc Limited has signed a Memorandum of Understanding (MoU) with WTSLN Fintech Private Limited, operating as WhatsLoan, a technology-driven digital lending platform. The strategic alliance aims to advance artificial intelligence-based digital lending solutions, particularly for Priority Sector Lending (PSL) segments that face high service costs and long processing times.

The partnership will focus on improving financial inclusion and expanding credit access for underserved groups, including farmers, consumers, and micro, small, and medium enterprises (MSMEs) in rural and semi-urban areas of Western and Northern India. Key initiatives under the collaboration include launching the NeoLending Digital Platform, Digital Kisan Credit Card (KCC) leveraging the Reserve Bank of India’s Unified Lending Interface (ULI), Co-Lending models, Embedded Finance, and Loan-as-a-Service (LaaS) solutions.

By combining Rose Merc’s strategic expertise, market reach, and investment capacity with WhatsLoan’s technology platform, the alliance aims to enhance efficiency, scalability, and reduce processing costs, while accelerating technological innovation in the digital lending sector. Both parties are also exploring equity investments and fundraising opportunities to support WhatsLoan’s growth trajectory.

Purvesh Krishna Shelatkar, Executive Director, Rose Merc Limited, said, “Our collaboration with WhatsLoan positions us at the forefront of India’s evolving financial landscape. Together, we aim to bridge the credit access gap for millions in low- and middle-income groups, fostering sustainable growth.”

Timmana Gouda D, Co-Founder and CEO, WhatsLoan, added, “Rose Merc’s marketing, strategic, and investment expertise will significantly enhance our platform’s impact, enabling faster and broader access to inclusive financial services.”

The MoU establishes a joint working group to oversee implementation and conduct quarterly reviews, with definitive agreements to follow for specific projects. The alliance is expected to strengthen omni-channel connectivity, ensure regulatory compliance, and build a robust order book for digital lending, ultimately driving revenue growth.

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