Brand Study Business Models By Aashish Pahwa / January 26, 2018 How Paytm makes money even after providing 50% to 100% cashback? What exactly is Paytm Business Model? It’s a worthy question to ask. Another worthy question that should be asked is – Why does the cashback gets accumulated in the Paytm Wallet and not refunded back to the user?I guess you got a clue. Anyway, we’ll explain it later in the article. Let us first discuss Paytm Business Model in this Paytm Case Study. What is Paytm?Paytm is India’s largest mobile payments, e-wallet, and commerce platform. Though started as a recharge platform in 2010, Paytm has subsequently changed its business model to a marketplace and a virtual bank model. It is also one of the pioneers of the cashback business model.The company has transformed itself into one of the Indian giants dealing in mobile payments, banking services, marketplace, gold, recharge and bill payments, etc. who serve around 100 million registered users.Business Model of PaytmPaytm Business Model is a marketplace model which also deals in recharge & bill payments and provide users with an e-wallet and banking option. How Paytm Makes Money?As of May 2017, Paytm has a valuation of ~ $7 Billion which includes a stake of one of the global leaders of marketplace model, Alibaba.Paytm Revenue Model can be divided into following categories.Marketplace (Paytm Mall)Recharge ServicesBill PaymentsPayment SolutionsPaytm WalletDigital GoldPaytm BankPaytm Marketplace (Paytm Mall)Paytm was the first company who took the step of being a mobile-only marketplace in India. Today, with over 120 million buyers and 2 million daily transactions (and 90% prepaid offers), Paytm is the most beneficial marketplace for sellers. Revenue from this subcategory is generated as fees and commissions from the sellers, which differ for different category of products.Recharge ServicesThere was a time when Paytm Business Model consisted just mobile recharge and bill payment services. Times have changed and online recharge services for mobile subscriptions, TV channels subscriptions, data-card, and metro card, etc have been added to the revenue model of Paytm.The company, just like other recharge services providers, charge commissions from these operators. Bill PaymentIn addition to the recharge facilities, the customers can even pay their electricity, telephone, water, mobile, broadband, gas, etc. bills on Paytm. Apart from these, Paytm has also partnered with several education and financial organizations and act as a portal to accept education fees and insurance installments.Revenue, just like recharge services, is generated by charging commissions from these providers. Payment SolutionsPaytm offers smart payment solutions for online businesses. The payment solutions allow them to accept online payments through Paytm.The payment option comes with no setup fee and maintenance charges. However, the company charges a commission of 1.99% on every transaction.Paytm WalletEver wondered how Paytm earns even after providing 50-100% cashback?Through the Paytm wallet, of course.Cashbacks are credited to the users in their Paytm wallets.Paytm has already rolled out its new marketing strategy where it has planned to focus more on the digital currency prospects. Hence, all of its core marketing and promotional strategies enforce the use of Paytm Wallet. This is a very clever move as Paytm will get the first mover advantage and through its extensive distribution strategy (which is far better than its competitors like Freecharge, Ola Money, etc.), will be able to increase its brand preference. This will eventually help it to carry out its future plans.#PaytmKaro.What exactly is Paytm wallet?Paytm wallet is a semi-closed wallet (approved by RBI) used to store currency in digital form which can be used to buy goods and services( including financial services) at identified merchant locations or establishments (like petrol pumps, a supermarket, your barber’s shop, movie hall, etc.) which have a specific contract with the company to accept these payment instruments.Paytm wallet doesn’t permit cash withdrawal.How does Paytm earn through Paytm wallet?Paytm wallet, with the launch of the new marketing campaign, can be used to pay almost for anything, everywhere. It has created a new market for digital currency users because of its ease. Money can be transferred through the Paytm wallet through one tap.The money deposited by users in Paytm wallet is deposited by Paytm in an Escrow Account, as per RBI Guidelines, with a partner bank. This escrow account deposit fetch Paytm certain interest which is decided as per the contract between the bank and Paytm.The interest from the escrow account is decided on the basis of the average of the deposited amount in a certain period of time (58 weeks).The more you use Paytm wallet, the more Paytm earns from it.Digital GoldPaytm has partnered with gold refiner MMTC-PAMP to launch ‘Digital Gold’ that will allow its users to buy, sell, and store gold digitally without any additional cost. Users can also get the gold delivered to their house with just paying a minimal delivery charge.Gold is considered as the safest investment in India and Paytm has full plans to capitalize on this. There are bigger plans involved in the introduction of digital gold trade on Paytm. The company wants its users to have something which they call a Gold Bank account, which will allow users not only to buy gold, and store it in digital form, but also to use the gold to buy other services on Paytm — from recharging to pay utility bills, or book movie tickets to buy shoes and clothes from Paytm Mall.Paytm also has plans to connect the customers with the jewelers at a later stage. This will let the customers get their stored gold converted to finished jewelry and will let Paytm make money by being an affiliate.Paytm BankPaytm wallet is no more just a semi-closed wallet. The company has revamped itself as a payments bank. A payments bank is a digital bank which can accept deposits and give out interests on the deposits but can’t offer loans to its customers. This has led to more dependency Paytm business model on the smartphones. Just like the Paytm wallet, users will pay to the seller by scanning a QR code. For those who don’t have a smartphone, Paytm will issue debit cards with QR codes, which can be scanned at various points.Batue ko tum gul karo, masti ki tanki full karo. Paytm Karo 🙂Go On, Tell Us What You Think!Did we miss something? Come on! Tell us what you think of Paytm Business Model (Paytm Case Study) in the comment section.