Manuscript Number : GISRRJ25819

Strategic Missteps in Fintech : A Case Study of Paytm's Journey in India

Authors(2) :-Dr. Kamla Bhakuni, Deepak Lohani

Paytm, a prominent fintech player in India, initially revolutionized online money transfers, gaining widespread popularity for its user-friendly platform. Over time, it diversified into loans, DTH services, eCommerce, stockbroking, insurance, and more, showcasing its commitment to accessible financial services. However, Paytm’s rapid expansion, coupled with a lack of transparency, informal decision-making, and ethical concerns, led to declining customer trust, legal challenges, and reputational damage. This study explores the strategic missteps that hindered Paytm’s sustainability in India’s fintech ecosystem.

Authors and Affiliations

Dr. Kamla Bhakuni
Assistant Professor, College of Commerce & Management, Surajmal University, Kichha.
Deepak Lohani
Student, MBA, College of Commerce & Management, Surajmal University, Kichha

Paytm, Fintech, Strategic Missteps, Digital Economy, Financial Services, Regulatory Compliance, Customer Trust.

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Publication Details

Published in : Volume 8 | Issue 1 | January-February 2025
Date of Publication : 2025-02-05
License:  This work is licensed under a Creative Commons Attribution 4.0 International License.
Page(s) : 77-98
Manuscript Number : GISRRJ25819
Publisher : Technoscience Academy

ISSN : 2582-0095

Cite This Article :

Dr. Kamla Bhakuni, Deepak Lohani , "Strategic Missteps in Fintech : A Case Study of Paytm's Journey in India", Gyanshauryam, International Scientific Refereed Research Journal (GISRRJ), ISSN : 2582-0095, Volume 8, Issue 1, pp.77-98, January-February.2025
URL : https://gisrrj.com/GISRRJ25819

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