Branch International has named Sricheta Das as Head of Marketing for India. She will lead the company’s end-to-end marketing strategy, focusing on customer acquisition and retention in the personal loans segment. Das will collaborate with product, analytics, and credit teams to sharpen positioning and drive sustainable, long-term growth.
Branch International, a leading non-banking financial company (NBFC) platform, has announced the appointment of Sricheta Das as Head of Marketing for India, marking a significant step in its ambition to deepen its footprint in the country’s fast-growing personal loans segment. The move underscores the company’s commitment to building a strong, customer-centric brand in one of its most important markets.
In her new role, Das will be responsible for shaping and executing Branch India’s end-to-end marketing strategy. Her mandate includes driving customer acquisition and retention, two critical pillars for scaling operations in a competitive financial services landscape. With India’s digital lending ecosystem expanding rapidly, Branch is positioning itself to capture a larger share of the market by offering accessible, technology-driven personal loan solutions. Das’s appointment reflects the company’s intent to invest in leadership that can translate its global expertise into locally relevant strategies.
Das will work closely with Branch’s product, analytics, and credit teams to ensure that marketing initiatives are not only creative but also data-driven and aligned with business outcomes. By integrating insights from these functions, she aims to sharpen the company’s market positioning and accelerate sustainable growth. This collaborative approach is expected to help Branch optimize its marketing investments, ensuring they deliver long-term value rather than short-term gains.
The Indian personal loans market has witnessed exponential growth in recent years, driven by rising consumer aspirations, increased smartphone penetration, and the proliferation of digital financial services. NBFCs and fintech platforms have played a pivotal role in bridging the credit gap for individuals who may not have access to traditional banking channels. Branch International, with its technology-first approach, has been at the forefront of this transformation, offering quick, reliable, and transparent loan services. The appointment of Das signals a renewed focus on strengthening customer relationships and building trust in a sector where credibility and user experience are paramount.
Das brings with her a wealth of experience in marketing leadership, having worked across diverse industries where customer engagement and brand differentiation were key to success. Her expertise in crafting integrated campaigns that balance creativity with measurable impact is expected to be instrumental in Branch’s next phase of growth. By leveraging digital platforms, targeted communication, and personalized engagement strategies, she will aim to enhance Branch’s visibility and resonance among Indian consumers.
The role of marketing in financial services has evolved significantly, moving beyond traditional advertising to encompass customer lifecycle management, data analytics, and experience design. For Branch, this means not only attracting new customers but also ensuring that existing ones remain engaged and satisfied. Das’s focus on retention is particularly noteworthy, as customer loyalty in the lending space can be fragile, with users often switching providers based on interest rates, convenience, or service quality. By creating differentiated value propositions and reinforcing trust, Branch hopes to build enduring relationships that go beyond transactional interactions.
Her collaboration with the analytics team will be crucial in this regard. Data-driven insights can help identify customer needs, predict behavior, and tailor offerings that resonate with specific segments. Similarly, working with the credit team will ensure that marketing campaigns are aligned with responsible lending practices, reinforcing Branch’s commitment to sustainable growth. This integrated approach reflects a broader industry trend where marketing is no longer siloed but embedded within the core business strategy.
Branch International’s decision to strengthen its leadership in India comes at a time when the NBFC sector is undergoing rapid evolution. Regulatory changes, technological advancements, and shifting consumer expectations are reshaping the competitive landscape. Companies that can combine innovation with trust are likely to emerge as leaders. By appointing Das, Branch is signaling its readiness to embrace this challenge and position itself as a trusted partner for Indian consumers seeking personal loans.
The company’s emphasis on aligning marketing investments with long-term business outcomes also highlights a strategic maturity. In an industry often criticized for aggressive customer acquisition tactics, Branch’s focus on sustainable growth sets it apart. Das’s role will be central to ensuring that every marketing initiative contributes meaningfully to the company’s vision of financial inclusion and empowerment.
As Branch International continues to expand its presence in India, the appointment of Sricheta Das represents more than just a leadership change—it is a statement of intent. By placing marketing at the heart of its strategy, the company is acknowledging the critical role of customer engagement in driving scale and impact. With Das at the helm, Branch is poised to strengthen its brand, deepen its market presence, and chart a path of responsible, sustainable growth in the dynamic personal loans segment.
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