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Episode 39

Bajaj Finance's Real Business Is the Second Loan

The first loan is basically a favor. The second one is where the money actually is.

SSurya · 2026-08-12 · 3 min read

The Big Idea

Bajaj Finance barely makes money on the loan you actually notice — the 0% EMI on your new TV or phone, where the retailer eats the margin just to move the sale. The real business kicks in right after: that first loan hands Bajaj a live read on exactly how you handle credit, and it uses that read to sell you loan number two, or three, or a card, or insurance — the ones that actually carry interest.

Okay, so here's a thing about Bajaj Finance that took me a second to actually get: the loan you notice — the 0% EMI on your new phone or TV — is basically not where they make their money. Like, barely. That loan is the setup. The actual business happens after, and it's built around a bet that's almost boringly simple once you see it: watch how someone pays off a small, safe loan, then sell them a bigger one.

The Loan They Barely Profit From

Walk into an electronics store, pick a phone, and the salesperson offers 0% EMI through Bajaj Finance. No interest charged to you. That's not charity — the retailer is quietly taking a haircut on their own margin and handing that slice to Bajaj instead, because a 0%-EMI sticker sells more units than a sticker price alone. Bajaj gets a new customer at close to break-even. On that transaction alone, there's not much profit sitting there.

What Bajaj actually gets, though, is data nobody else in the room has: did you pay every EMI on time? Early? Did you miss one? That's a live, real-world signal about how you handle credit — way better than anything a bureau report from two years ago can tell them. And Bajaj isn't collecting it from one category. It runs 26 product lines and 51 variants, spread across a network built for exactly this kind of point-of-sale acquisition, carrying a consolidated loan book of roughly ₹4.85 lakh crore as of Q3 FY26.

The Loans They Actually Want You To Take

Once that first EMI is behaving the way Bajaj hoped, the second offer shows up — a personal loan, a higher credit limit, an EMI card, an insurance policy bundled in. This is where the actual interest income lives, and Bajaj is very good at getting there: the average customer holds 2.52 lending products, not one, and across the broader Bajaj Finserv ecosystem — which also includes Bajaj Allianz insurance — that number climbs to 6.02 products per customer.

Run that at scale and it stops looking like a lending company that occasionally sells extras. FY25 consolidated total income landed around ₹1.34 lakh crore, up 21.2% year-on-year, and net interest income grew even faster, at 23%. That kind of growth doesn't come from finding new customers at the same pace — it comes from selling more, deeper, to the ones already inside the system. Group-wide, that system now touches over 308 million customers across more than 750 products and 4,200+ locations.

So the TV loan was never really the product. It was the interview. Everything Bajaj actually earns money on comes after you've already answered it.

Loan One Buys The Data. Loan Two Is The Business.
0% EMI Durables LoanRetailer eats the margin, not you
Your Credit ProfileBuilt from how you repaid loan one
Personal Loan
EMI Card
Insurance
Higher Limit
2.52 Loan Products Per Customer, On Average

Things Worth Knowing

Bajaj Finance built its lending business by financing consumer durables right at the store counter — 0% EMI on things like TVs and phones, where the retailer takes a margin haircut and shares it with Bajaj instead of you paying loan interest.

As of Q3 FY26, Bajaj Finance was carrying a consolidated loan book (AUM) of roughly ₹4.85 lakh crore, built on a data-and-analytics-led underwriting and cross-sell model spanning 26 product lines and 51 product variants.

The average Bajaj Finance customer holds 2.52 lending products, not one — and across the wider Bajaj Finserv ecosystem (lending, insurance, payments), that climbs to 6.02 products per customer.

FY25 consolidated total income hit ₹1,338,211 million (roughly ₹1.34 lakh crore), up 21.2% year-on-year, while net interest income grew 23% — growth that leans on selling more to existing customers, not just signing up new ones.

The wider Bajaj Finserv ecosystem — the parent group that also owns Bajaj Allianz insurance — reports serving over 308 million customers through 750+ products across 4,200+ locations.

Bodhi Reflection

Here's the part that doesn't make it into the ad: this only works because Bajaj gets to watch you that closely. In late 2023 it had to pause issuing new EMI cards to customers for a stretch after regulatory scrutiny — a reminder that "we just used the repayment data" isn't a business model regulators wave through forever without questions. The cross-sell math is real, and it's genuinely clever. It also runs on you handing over a lot more visibility into your repayment behavior than you're probably thinking about when you're just trying to get a new phone home before the weekend.