Razorpay: Providing Payment Convenience to Disruptors

Name: Razorpay: Providing Payment Convenience to Disruptors (English version)
SKU: MAR0507

Ganjoo, Divya; Mukherjee, Saral; Mukhopadhyay, Sandip

Product #:MAR0507

Supplier:Indian Institute of Management Ahmedabad

Discipline:Information Systems

Details:Case (PDF) • 19 pages • 2020-01-09

Subjects:

Services marketing Fintech Marketing Finance and investing Technology and analytics Information systems

Industries:

Financial service sector

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$10.54

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Razorpay is one of the leading Indian business-to-business (B2B) payment solution providers. Its growth has been based on its technological leadership and service differentiation. While it has worked in a matured market so far, the company has recognised the need to enhance its business model and service offerings. It intends to reduce its dependence on its core payment gateway by launching multiple products covering payment processing and disbursement. It also plans to move to a more platform-centric business model by launching a digital lending marketplace. The case provides details for discussing the challenges involved in transforming the product and market strategy of Razorpay in an evolving B2B payment market.

Learning Objectives

To understand the B2B buying process and organisational buying unit (OBC). To get insights into the relationship and communication management with different constituents of OBC. To understand how an effective value proposition in a B2B market can be developed using service convenience. To know how to align the sales strategy and approach with the firm’s changed focus from a product platform to a multisided platform.