API is the fulcrum of partnership strategy

Ashutosh Singh, Interim CEO & Chief Business Officer at NSDL Payments Bank, discusses the bank’s strategy to carve a business niche and differentiate its services:

- Babu Nair

Babu Nair: How are you using technology differently to redefine customer experience?

Ashutosh Singh: Our business strategy revolves around B2B, and we are not looking to set up our distribution outlets. Our business partners are the first set of our customers. To attract business partners, we are focusing on the areas of tech solutions, both indigenously developed and those developed by working with the technology service providers. Technology solutions give a lot of confidence to our business partners in terms of scalability and availability; it also provides delight to them.

On the product side, we are doing things to attract customers. For example, we have launched a virtual card, and we are trying to differentiate ourselves in terms of solutions and go-to-market timelines. We are in rhythm with our business partners, and we meet and support our partners depending upon the stage of the partnership.

We provide a modular solution of 15 days, 30 days and 45 days. The bank operates on the direct-to-consumer side through our flagship product NSDL JIFFY. There some USPs that we have built on our mobile app, and our bank’s customer onboarding journey takes just 6 minutes and after that the customers can do all the regular bank work.

There is no validation happening about the name on the beneficiary side and there is a need of controlling these frauds for which the account opening journey should be strict. We are trying to build a whole set of safeguards around transaction monitoring in terms of value and velocity.