About Us - Innoviti

Partnering for a Digital India,

Innoviti is using technology to extract better value from every transaction than anyone else. Helping three types of businesses in every transaction accelerate sales, cut operational costs or deliver a superior customer experience.

Over years our obsessions with excellence has been recognized through several awards and patents. However it is the fact that we are now the undisputed leaders in providing these services to leaders in Fashion, Food, Electronics and Healthcare that makes us happy.
Backed by marquee investors such as Catamaran Venture (Mr. Narayana Murthy’s family office), FMO, Netherlands, and Bessemer Venture Partners, USA, we are driving technology transformation at scale, but with the frugal mindset of a middle-class Indian.
We love maximizing returns for our customers and investors on every Rupee they invest in us.

The Innoviti Journey So Far


Volume: US$ 100 Million

India's 1st Cloud Payment Acceptance Platform at Reliance

Volume: US$ 200 Million

India's 1st Short-Term Working Capital Platform for Kirana Merchant, Buyers of Walmart

Volume: US$ 500 Million

India's 1st Credit Card EMI Loans at Retail POS

Volume: US$ 1 Billion

Launch of smelending.com Short-Term Working Capital With Multiple Lenders
Overall Transaction Volume Crosses $1 Bn

Volume: US$ 3 Billion

Launch of UPI@POS - India's 1st UPI Solution for offline

Overall Transaction Volume Crosses $3 Bn

Volume: US$ 4.5 Billion

Launch of Innoviti POS - India’s Retail Payment Terminal with Same Day Fund Transfer
Overall Transaction Volume Crosses $4.5 Bn
(4.5% 0f India's Payment Volume)
Launch of AIMS - Innoviti's Advanced Instalment platform in partnership with Visa to help shoppers convert purchases into EMIs using their Visa cards at the merchant locations.

Volume: US$ 10 Billion

Introduced G.E.N.I.E, India’s first smart marketing app to help mainline mobile retailers get more walk-ins, more conversions and more profits
Overall contracted transaction volume crosses $10 Bn
(6% Of India's Offline Payment Volume)


  • Board of Directors
  • Advisory Board
  • Team
Rajeev Agrawal

Rajeev Agrawal

Subbu Subramaniam

Subbu Subramaniam


Vishal Gupta

Suramya Gupta

Suramya Gupta

Neeraj Chandra

Neeraj Chandra

L R Narayanan

L R Narayanan

Naveen Kabra

Naveen Kabra

Rajeev Agrawal

Rajeev Agrawal


CBO & Co-Founder Innoviti - Amrita Malik

Amrita Malik

CBO - New Business Initiatives

Hemant Taware

Hemant Taware

CBO - Merchant Ecosystem Development


Prasad Sonavane

CRO – Partner Ecosystem Development

Sr VP of Innoviti Finance - Aditya UG

Adithya U. G.

Senior Vice President – Finance

VP of Product Marketing - Ankur Shukla

Ankur Shukla

Senior Vice President – Marketing

Amit Ahuja

Amit Ahuja

Senior Vice President – Payments, Business Excellence & Data Technology Head


Manje Gowda HS

Senior Vice President – Service Operations







  • Digital Media Coverage
  • Press Release

- Published in The Hindu Business Line

June 22, 2021

15th Jun 2021

June 11, 2021

June 10, 2021

June 7, 2021

Innoviti's GTV Crosses US$10 Bn.

-Published in BW Disrupt.

June 3, 2021

Challenges To India's Digital Payment Revolution

-Published in BW Businessworld

May 03, 2021

These women are empowering Indian businesses with finance and sustainability solutions

-Published in moneycontrol

April 17, 2021

Amrita Malik, Woman Entrepreneur, Co founder, and Chief Business Officer at Innoviti Solutions

-Published in SUGERMINT

April 6, 2021

This woman entrepreneur’s fintech startup helps merchants, banks, brands use digital payments to drive business growth

-Published in YourStory

March 31, 2021

G.E.N.I.E, India’s First Smart Marketing Platform For Mobile Dealers Launched In Mysuru (Target News Kannada)

-Published in Target News Kannada

February 10, 2021

G.E.N.I.E, India’s First Smart Marketing Platform For Mobile Dealers Launched In Mysuru

-Published in Star of Mysore

February 10, 2021

Get in touch with us

    Download Brochure

      Credit card EMI uses your credit card limit to convert your purchase into installments. Suppose you make a purchase for Rs. 9,000 on your credit card and while buying select the credit card EMI option with a tenure of 3 months, then the bank instantly converts your purchase to three installments of Rs. 3,000. In the next credit card cycle, instead of paying Rs. 9000, you will need to pay only Rs. 3,000, and continue paying this for 3 months. A nominal interest or processing fee may be charged depending upon the various schemes running at the merchant.

      If you don't own a credit card and would still prefer paying in instalments, you can use your Debit card to make select purchases on EMI.  Your debit card bank may have qualified you, you can check the bank on the same by sending the following SME message to your bank:


      HDFC (Min value is 5 K)

      SMS MYHDFC to 5676712 from your

      Bank registered mobile number, or

      To check your pre-approved eligible limit

      give a missed call to 9643 22 22 22


      AXIS (Min value is 5 K)

      SMS DCEMI<Space>XXXX (last 4 digits

      of your debit card number) to 5616100


      Federal (Min value is 5 K)

      DC<space>EMI to 5676762 / 9008915353

      or missed call to 7812900900


      Kotak (Min value is 8K)

      SMS CDL<space><last 4 digits of your

      Debit Card No> to 5676788


      ICICI (Min value is 5 K)

      SMS DCEMI<space><last 4 digits of

      Debit Card number> to 5676766


      While making the payment, notify the store executive to swipe your debit card transaction in the EMI mode and select a preferred tenure. The transaction will get approved on your bank as per your qualification and converted into EMI for the number of months selected during the transaction.

      Buy Now Pay Later (BNPL) is like using a credit card or getting a loan and repaying in EMI. The only difference being that it is for an ultra-short duration of 15 days to 60 days.

      Merchant will get the money the next working day from the bank.

      Interest costs depend from case to case. For example, in: Zero cost EMI - Customer doesn't pay the interest cost Bank EMI - Customer pays 12 to 15% interest cost depending upon the bank. Buy now pay later scheme (15 days) - Customer pays around 1.16% interest, again depending upon the banks. Buy now pay later (30 days,60 days and 90 days) - Customer pays 2.33%, again depending upon the banks.

      Processing fee is the amount charged by a credit/ debit card issuer to process your customers loan booking. For example, HDFC Bank charges Rs. 199 as processing fee for both CC and DC EMIs.

      IMEI validation is done by entering the IMEI number into the Innoviti terminal which then gets validated by the brand for an authentic product being sold.

      IMEI validation is done for Brand EMI transactions.

      The offers could be on any brand, product, bank card, being offered on any specific dates or any specific SKUs

      SKU promotions start with the cashier scanning SKU, IMEI/ Serial number from the billing POS and entering the amount in the billing POS and then transacting under the "Brand EMI" tender mode.

      As SKU comes directly from the billing POS via scan, it reduces the errors and manual effort of selection to re-enter/select again from the EDC.

      Joint promotions are offers provided to consumers in which two or more parties are bearing the cost of the offer. It is a highly efficient mechanism to reduce the cost of marketing. Small merchants can benefit by getting their name associated with large banks and brands.

      Innoviti has used payments technology in unconventional ways to bring merchants, banks, and brands together and enable them to run joint promotions for their common consumers.
      Innoviti’s uniPAY Next and GENIE products can run instant cashbacks, EMI, upgrade offers and others with two or more parties bearing the cost of it.

      The MDR, or Merchant Discount Rate, is a fee paid by the merchant to its bank for accepting payments card payments. This is typically calculated as a percentage of the transaction value undertaken through credit/ debit cards.

      Merchants can negotiate with banks for better MDR rates. With greater scale, merchants enjoy better negotiation power. You can also reduce MDR using Innoviti’s sophisticated multi-bank routing technology in uniPAY Next.

      Innoviti's uniPAYNEXT multi-bank routing technology automatically routes every card swipe to the bank that will charge the lowest MDR for it.

      Innoviti’s uniPAYNext technology uses an advanced #LookAhead technology to instantly scan the store and bank networks and identifies the best route from the store to the bank to improve transaction reliability. It optimizes speed, cost & reliability based on merchant pre-set rules to select the bank.

      Mismatches between a merchant's daily sales bank card settlements creates unnecessary manual reconciliation work. Innoviti's uniPAYNEXT technology digitally adds the approval code and approving bank name to the billing system enabling automatic reconciliation.

      The reports can be seen on SPARCS, uniPAYNEXT's reporting portal. This comprises of some very useful information like daily settlement receivables from each acquiring bank, store sales by different card issuers or regions or payment tender modes opening new possibilities for joint marketing programmes.

      UPI stands for Unified Payment Interface (UPI), a technology created by National Payments Corporation of India (NPCI). It allows transfer of money from one bank account to another instantly via one's mobile phone. Innoviti supports UPI payment via any UPI app such as Paytm, GPay, WhatsApp Pay, PhonePe through its terminals. To know more, click here.

      You need a Sodexo card issued by your employer. You can use your Sodexo card to pay for your food & grocery purchase on any Innoviti terminal in your F&G store. To know more, click here.

      Innoviti supports all Visa, Master, Rupay cards, UPI, Sodexo, other meal cards, EMI, Buy Now Pay Later Plans and loyalty point redemption through debit cards of banks supported by Loyalty Rewardz.

      How can I get my shop name added to Innoviti’s advertisements on Google?
      Once you sign-up with Innoviti and your GENIE app is installed, your name will automatically get added to the advertisements. It takes between 4 to 5 days for the name to start appearing.
      How can I get my shop name added to Innoviti’s advertisements in banks?
      Once you sign-up with Innoviti and your GENIE app is installed, your name will automatically get added to the advertisements. It takes between 4 to 5 days for the name to start appearing.
      How does GENIE coupon work? On which banks is it applicable?
      GENIE coupon is an instant discount offered by Innoviti to every consumer whose payment is done on Innoviti’s mobile app by the merchant. Customers need to enter their mobile number in the app, they will instantly receive an OTP through SMS/ WhatsApp, entry of this OTP applies the surprise instant discount on the purchase value immediately.
      Example: If your purchase value was Rs. 10,000, and the coupon value is Rs. 500, then your charge-slip will be approved for Rs. 9,500. You save instantly. The merchant gets the full money.
      It is applicable to credit/ debit card holders of 100+ banks in India.
      Does wallet work on refurbished products?
      Yes. GENIE’s EMI wallet can be used to provide zero-cost EMI on refurbished, second- hand and upgrade plans.
      How can I get access to customers qualified for credit by banks?
      Banks work with aggregators to provide access to these customers. Innoviti is a leading aggregator which can provide you with a terminal that will connect to the bank and provide you access to these cardholders.
      In addition, Innoviti in coordination with the bank will promote your store to all the bank’s customers who are pre-qualified.

      Brand EMIs are joint promotion schemes used by merchants, banks, and brands to incentivize a consumer to buy a higher end-product than what they can afford. The purchase is converted into EMI instantly by the bank, with the interest cost being borne by the product brand.

      Innoviti has partnered with 100+ brands including Apple, Samsung, Vivo, Oppo to extend 1000s of such schemes.

      You need to be pre-qualified by your credit, debit card bank to be eligible for Brand EMI. The bank will typically look at your credit card and savings account history to qualify you.

      Innoviti’s technology instantly checks with the bank if you are qualified to approve your Brand EMI transaction.

      Does wallet work on unbranded products?
      Yes. GENIE’s EMI wallet can be used to provide zero-cost EMI on any unbranded electronics product like headphones, power banks, speakers, etc.
      How does BEAM work?
      BEAM (Brand EMI Acceleration Mission) offer gives merchants the option to get sponsored by one of the leading mobile brands that they represent. Innoviti has tie-ups with brands like Samsung, Oppo, Vivo and Xiaomi. Using BEAM, merchants get 1% extra margins on the sponsored brands and 0.5% extra margins on the rest of the brands