CASE STUDY

SLICE
NAME: BHAVYA KARIYANA
ROLL NO. : 21/83110
COURSE : ENGLISH HONS
SUBMITTED TO : MS AMARJEET KAUR
RAJAN BAJAJ – THE FOUNDER OF SLICE

 He is the Founder and the CEO of the company. Rajan

began his career as a Business Analyst Intern at
Walmart. He was also the founder of the company
Mesh Internet. Rajan has pursued his bachelor's
degree in Civil Engineering from the Indian Institute
of Technology, Kharagpur.
 HOW SLICE CAME INTO BEING ?
Credit cards are central to today's life and living. They ease purchasing products in bulk, let the
users invest in a dozen of ways when the time is ripe, and help them keep backup funds if needs
arise. Among some of the basic things that the users need to bear in mind while using credit cards is
that they need to keep a limit while spending via credit cards, and they need to be wary of paying
the amount within the stipulated time ahead, without lengthening it to EMIs. Yes, because slashing
the total amount due to easy monthly installments costs an extra percentage of money to be paid,
which becomes yet another cause of worry.
Cross-checking with all these points and using a credit card judiciously is not everyone's piece of
cake. This is the reason why Slice came into being.
Slice cards have completely changed the way one used to pay! Credit cards are no more a burden
now! The process is now smoother and more transparent than usual. The credit limit starts from
Rs. 10,000 to Rs. 10 lakhs. Slice provides its consumers with the lengthiest interest-free installments.
Since the company deals with the cardholders in full clarity, it has turned out to be a very positive
aspect towards gaining trust and referrals.
 SIGNIFICANT CHALLENGES

One of the earliest challenges that startups face is in raising the capital required to
make a headstart and hire a competent team but Slice had no such major issues with
it. The only obstacle that Slice had to face when it started off was in convincing the
lenders who were shying away in extending credit to the youngsters.
Building adequate systems to manage risk was the next hurdle that Slice needed to
overcome. The third challenge that Slice is still battling against is to keep serving its
customer in the best possible way , thereby enriching the overall customer experience.
Some other challenges of Slice include a low adoption rate and high chances of
defaults.
BUSINESS MODEL – MISSION AND VISION

The business model of Slice revolves around the subvention Slice is on a mission to ease access
income from merchants like Amazon and Flipkart for no-cost
to credit in India. The company is
EMIs.
looking to change this by helping
 Furthermore, it also takes into consideration the
the students get credit options to
interchange income from cards, interest income from
EMIs, and more.
buy their books, or other relevant
products like laptops and mobile
 The Slice cards provide the users with the following
phones, which they can again
information
repay in monthly installments.The
 Daily data on payments
goal of the team of Slice is to build
 Knowledge about the spending pattern a transparent, modern, and simple
 Regular expenses indications financial platform for the Indian
 Recommendations to convert dues to EMIs (if only facing
youth community.
difficulties in paying the entire amount)
TARGET MARKET OF SLICE

 The target audience of Slice is college and university

students and early-age business associates, who were often
declared ineligible for the usual credit cards. The aim of
Slice is to simplify financial products for the youngsters.
Besides, freelacers, startups, and other individuals often
wish to experience the pleasure of having credit cards. This
is the reason why Slice came into existence to change the
game. The average age of Slice customers is 22 years.
GROWTH AND REVENUE

 Slice has already crossed the one million mark of transactions through its app within 5 months after the
company launched its first physical card in May 2019. 60% of the transactions were done offline and the
rest 40% were done online back then. Slice now boasts of having a user base of 12 million and is currently
operating in over 16 cities.Slice has claimed that the platform is growing over 40% month-on-month. It had
been looking to launch its UPI product for quite some time until it finally launched the same on May 19,
2022. Slice now seeks to be payments-first UPI company from being a credit-based startup. Slice started its
game as a buy now pay later (BNPL) company in 2016, which soon pivoted with its card product in 2019,
and now the company has again pivoted with its UPI product, thereby entering the already crowded market
dominated by the top-of-the-line players like PhonePe, Google Pay, Paytm, BharatPe and more.