Armed with a new logo, a refreshed brand identity and positioning and a new tagline, Home Credit India, an arm of Home Credit BV, a leading international consumer finance provider with operations in 11 countries and total consolidated assets of over Euro15.9 million, seems well set to tap the fast growing home appliance, furniture, two-wheeler, online personal loan segments in India. The Czech non-banking finance company has so far been focusing on mobile handset market in India. It had entered the Indian market in 2012.
The company has now come up with a new logo, a new tagline and repositioned its brand identity with the objective of serving its growing customer base through financial technology (Fintech) solutions. The company will now be leveraging technology to re-imagine and redefine customer experience, top company officials said. The new logo has come with a new tagline- ‘Now You Can’, showcasing Home Credit India as a global Fintech company that is transforming the way the world shops through simple and seamless financing solutions.
“India is one of the top three markets for Home Credit and in terms of potentials, India is number second. At present we are signing 1.2 million contracts per month and 4 million contracts per quarter. If things move the way we have envisaged, we will soon be signing 4 lakh contracts per month. The total loan value disbursed by us trebled and reached Rs 45 billion. We are confident that this amount will reach Rs 80 billion over the next one year or so,” said Artem Popov, chief sales officer, Home Credit India Pvt Ltd.
The company’s confidence stems from the fact that besides the growing mobile handset business, the company is aggressively foraying into home appliances, furniture, two-wheeler and on-line personal loan segments and each of these segments is expected to contribute significantly to the company’s overall portfolio, said Popov, adding that the ticket size of online personal loan (which is a miniscule percentage now) will be raised from Rs 70,000 to Rs 2.5 lakh and ticket sizes of other loans will also be revised upwards. At present, Home Credit India has operations in nearly 110 cities across 20 states in the country. It is now on an expansion mode and in the process of establishing footprints, where it is not there currently.
Significantly, the new brand identity of the company is in sync with evolving needs and aspirations of Home Credit’s customers. For Home Credit, these customers are “shoptimists” – ordinary people with a positive, can-do outlook in life and who believe that anything is achievable. Empowering, seamless and reliable is the experience that Home Credit aims to deliver to these shoptimists through this major rebranding exercise. The new logo, on its parts, has a prominent smile with the value proposition around the attributes of being optimistic, progressive and belonging, the tagline ‘Now You Can’ shows the brand as an enabler for a better future for customers. “Speed and simplicity will be our focus, going forward and these two will be our brand drivers as well,” said Popov.