case study analysis paytm

Paytm Case Study: The Journey of India's Leading FinTech Company

Devashish Shrivastava

Paytm is India's one of the biggest fintech startups founded in August 2010 by Vijay Shekhar Sharma. The startup offers versatile instalments, e-wallet, and business stages. Even though it began as an energizing stage in 2010, Paytm has changed its plan of action to become a commercial centre and a virtual bank model. It is likewise one of the pioneers of the cashback plan of action.

Paytm has changed itself into an Indian mammoth managing versatile instalments, banking administrations, commercial centre, Paytm gold, energize and charge installments, Paytm wallet and many other provisions which serve around 100 million enlisted clients.

The areas served by Paytm are India, Canada, and Japan, it is also accessible in 11 Indian dialects . It offers online use-cases as versatile energizes, service charge installments, travel, motion pictures, and occasions appointments. In-store instalments at markets, leafy foods shops, cafés, stopping, tolls, drug stores and instructive establishments can be accessed through the Paytm QR code.

One 97 Communications, the parent company of Paytm, is all set to raise its capital target of over ₹16,600 crores ($2.2 billion) through an IPO that it had filed earlier in July 2021. Paytm is seeking to raise $25 billion to $30 billion valuation post this IPO.

According to the organization, more than 7 million traders crosswise over India utilize its QR code to acknowledge instalments straightforwardly into their bank account. The organization uses commercials and pays a special substance to produce income. Let's look at this detailed case study on Paytm to know more about its growth and future plans.

Paytm - Latest News Origin of Paytm Business Model of Paytm Business Growth of Paytm Expected Future Growth of Paytm Why was Paytm Removed from Google Play Store?

Paytm - Latest News

1st November 2021 - The much-awaited Paytm IPO was launched with a price band of ₹ ₹2,080-2,150 per share.

13th October 2021 - Paytm users can now store Aadhaar, driving license, vehicle RC, insurance via Digilocker. Digilocker Mini App on Paytm offers access to these documents to users even when they're offline or in a low connectivity zone.

8th October 2021 - Paytm is looking forward to bringing in sovereign wealth funds as anchor investors in the company's pre-IPO placement.

5th October 2021 - Switzerland-based insurance giant, Swiss RE might join Paytm's insurance business' board.

3rd October 2021 - Paytm has acquired 100% stakes in CreditMate, a Mumbai-based digital lending startup.

Origin of Paytm

The saga and the emergence of Paytm are discussed in this section of the case study of Paytm. It was established in August 2010 with underlying speculation of $2 million by its originator Vijay Shekhar Sharma in Noida, an area nearby India's capital New Delhi .

It began as a prepaid portable and DTH energize stage, and later included information card, postpaid versatile and landline charge installments in 2013. By January 2014, the organization propelled the Paytm pocketbook, and the Indian Railways and Uber included it as an installment option.

It propelled into web-based business with online arrangements and transport ticketing.

In 2015, it disclosed more use-cases like instruction expenses, metro energizes power, gas, and water charge installments. Paytm likewise began driving the installment passage for the Indian Railways.

In 2016, Paytm propelled motion pictures, occasions, and entertainment meccas ticketing just as flight ticket appointments and Paytm QR. Later that year, it propelled rail bookings and gift vouchers . Paytm's enrolled client base developed from 11.8 million in August 2014 to 104 million in August 2015. Its movement business crossed $500 million in annualized GMV run rate, booking two million tickets for each month.

In 2017, Paytm became India's first installment application to traverse 100 million application downloads. That year, it propelled Paytm Gold, an item that enables clients to purchase as meagre as ₹1 of unadulterated gold on the web . It additionally propelled the Paytm Payments Bank and 'Inbox', and informing stage with in-talk installments among other products.

By 2018, it began enabling dealers to acknowledge Paytm UPI and card installments straightforwardly into their financial balances at 0% charge. It likewise propelled the 'Paytm for Business' application, enabling traders to follow their installments and everyday settlements instantly. This drove Paytm's shopper base to more than 7 million by March 2018.

The organization propelled two new riches—Paytm Gold Savings Plan and Gold Gifting—to rearrange long haul savings. It propelled into diversion and speculations, and stripe alongside AGTech to dispatch the stage of a transportable game Gamepind, and putting in Paytm cash with a venture of ₹9 large integers to bring venture and riches as board items for Indians. In May 2019, Paytm joined forces with Citibank to dispatch credit cards .

Business Model of Paytm

Paytm or "Payment Through Mobile" is India's biggest installment, trade, and e-wallet undertaking. It began in 2010 and is a brand of the parent organization One97 Communications, established by Vijay Shekhar Sharma. It was propelled as an online portable energize site and proceeded to change its plan of action to a virtual and commercial centre bank model.

The organization stands today as one of India's biggest online portable administrations that incorporates banking administrations, commercial centres, versatile installments, charge installments, and energize. It has so far given administrations to more than 100 million clients.

Paytm's enhancement has built a solid reputation and has turned out to be praiseworthy for some in the online installment industry. One of its increasingly vital accomplishments is in its joint effort with the Chinese web-based business Goliath, Alibaba for immense measures of subsidizing.

Aside from being a pioneer of the cashback plan of action, the organization has been commended for its introduction as a new business able to build huge partnerships in a limited time period.

Clients of Paytm Business

Paytm's core focus is on serving its Indian client base, especially the cell phone clients. Numerous Indian clients saw the computerized world as an opportunity to open a financial balance. Accessing simple online installments missed the mark, and clients wound up with only poor experience. Paytm presented itself as a superior option to deal with such situations.

Paytm Offers

A portion of Paytm's increasingly conspicuous suggestions was reviving the business which was the organization's underlying administration recommendation.

At that point, it proceeded to differentiate and progressed to creating more current administrations from any semblance of Paytm Wallet, E-business vertical to Digital Gold.

These improvements were appreciated in the form of the Chinese mammoth Alibaba's favours. Immense totals of cash were pumped into Paytm by Alibaba, expanding Paytm's speculation potential. Paytm used cricket and TV promotion to capture more clients.

Relationship with Clients

Paytm has a 24*7 client care focus to interface with its clients. Simultaneously, the vast majority of Paytm administrations are self-served in nature and are open through their foundation straightforward.

Paytm's Channel for Business

Paytm utilizes numerous channels to draw in clients. Aside from its very own site which drives clicks, Paytm has shaped associations with numerous customers and seller destinations that support its endeavour. Demonetization in India enabled the organization to succeed altogether and arrive at new clients too. Disconnected advertising is likewise a piece of their client procurement process.

Distinct Advantages

The RBI (Reserve Bank of India) permit fills in as Paytm's fundamental asset. It should be explicit to Paytm. Different assets like the plan/programming society make it simpler for lower-pay Indians to use Paytm.

Paytm, being an innovation stage, dangers perils, for example, security and misrepresentation which is the reason it needs to take viable measures in ensuring its buyer's cash by improving its security. It is likewise rolling out new improvements inside its foundation to draw in new clients and access their computerized wallets.

Partners of Paytm

Paytm accomplices with the banks that give it installment excursions into the financial framework just as escrow administrations. It works together with a heap of associations that accumulate bills and installments from its customers for its administration.

Structure of Costing

Paytm serves numerous clients which is the motivation behind why it is so cost-driven. The vast majority of its costs are identified with its foundation and client obtaining. It's a typical cost-shared by numerous organizations over the reality where client securing cost is significant.

The cash utilized in this procedure is higher than the income it makes in its underlying buys. Most of its financial limit is to put resources into sloping up of its security and stay away from the danger of misrepresentation, particularly when it needs to deal with more than 65 million clients in its foundation. It incorporates a framework that empowers clients to avoid any tax evasion hazard .

Revenue Model of Paytm

The Paytm revenue models come in two structures. Paytm makes commissions from the client exchanges through their utilization of its foundation. Escrow Accounts are the accounts from where it creates their income. Inferable from the non-appearance of its hidden capital, it offers clients no intrigue. Starting in 2018 Paytm has aggregated 3314.8 crore INR in income.

Paytm Wallet

Paytm wallet is one of Paytm's best benefits that structures a connection between the bank and the retailers. This semi-shut wallet empowers you to take care of your tabs, pay for your tickets, or pay anyone concerned.

Paytm wallet separated from its profit, as approved by the RBI, has the advantage of accepting enthusiasm for a purchaser store, much the same as some other Payment Gateways .

When you store a specific measure of cash in your Paytm wallet, it will at that point set aside that cash in another bank from which it will win enthusiasm eventually.

It is the Paytm wallet's fundamental capacity. For instance, suppose you make an installment of Rs. 1000  to a merchant and the vendor makes 10 exchanges to increase Rs. 10,000. If the installment of that sum is made through the Paytm wallet, the Paytm wallet will take a portion of about 1% of the aggregate sum. So the merchant will get around Rs. 9715.

Mobile Recharge Business

Since its origin in 2010, Paytm's underlying intention was to give online portable energizing administrations. Its capacity to create income was constantly shortsighted. Paytm's administration guidelines are as praiseworthy and proficient as those of other telecom specialist co-ops running from Vodafone to Telecom.

The administrations are without shortcomings and give solace to their clients. As of now, Paytm increases a commission of 2-3% per energize. It is because Paytm, attributable to its support to its client to keep reviving through its foundation, has more grounded power in dealing than different merchants. That is the reason the commission it obtains is so high. This commission from its revive administration fills in as its income.

These administrations have supported the organization essentially in extending its base and thus, developing exponentially. When the client is fulfilled by the administration or item, he makes an arrival to a similar undertaking in this manner. This way Paytm does client maintenance and produces more traffic . Paytm has used this methodology to further its potential benefit and keeps on reaping positive results.

Paytm Digital Gold Paytm Digital Gold

Inferable from its organization with MMTC-PAMP, the outstanding gold purifier, Paytm has propelled "Computerized Gold". This model enables clients to sell, purchase, or store gold in an advanced stage. Presently, clients need to pay at a rate just to get their gold conveyed to their families.

Paytm is very much aware of how much gold is put as a resource in India and is completely arranged to develop from this chance. The organization has made eminent arrangements to urge its clients to get their own Gold Bank Accounts individually. This record separated from empowering clients to purchase their gold will likewise furnish clients with simple access to other Paytm administrations.

In February 2017, Paytm propelled its Paytm Mall application which enables purchasers to shop from 1.4 lakh enrolled sellers. Paytm Mall is a B2C model enlivened by the model of China's biggest B2C retail stage, TMall. For 1.4 lakh merchants enlisted, items need to go through Paytm-guaranteed stockrooms and channels to guarantee buyer trust.

Paytm Mall has set up 17 satisfaction focuses crosswise over India and joined forces with 40+ messengers. Paytm Mall raised $200 million from Alibaba Cluster and SAIF Partners in March 2018. In May 2018, it posted losses of roughly Rs 1,800 crore with an income of Rs 774 crore for money related to the year 2018. Moreover, the piece of the pie in Paytm Mall dropped to 3% in 2018 from 5.6% in 2017.

Business Growth of Paytm

Advanced installments organization Paytm has professed to arrive at gross exchange esteem (GTV) of over $50 billion, while checking 5.5 billion exchanges in FY19. The Delhi NCR-based organization credited this development to the rising appropriation of Paytm over numerous utilization cases, for example, retail installments, expenses, utility installments, travel booking , excitement, games among others. It has as of late propelled membership-based prizes program (Paytm First) to aid development alongside expanding the client maintenance.

Discussing the feasible arrangements, senior VP of Paytm, Deepak Abbot stated, "We are centred around creating tech-driven arrangements, incorporated client lifecycle the board, upgrading the client experience and growing to Tier 4-5 urban communities. We are certain to accomplish 12 Bn exchanges before the part of the bargain year." Before a month ago, the Ministry Of Electronics and Information Technology (MeitY) had solicited Paytm to help its objective of encouraging 40 Bn advanced exchanges in FY20.

The organization shared designs to incorporate man-made brainpower in its model and achieve 2x development this year. Paytm professed to possess half piece of the installment entryway industry in India, with 400 Mn month to month exchanges on the stage.

Established by Vijay Shekhar Sharma in 2010, Paytm furnishes various new companies and huge organizations with arrangements running from a shareable PaytmQR code to profound coordination.

It empowers clients to process computerized installments through any favoured installment mode including credit and check cards, net banking, Paytm wallet, and UPI (bound together installment interface). Paytm had likewise propelled its very own installments bank in 2017.

Paytm Payments Bank is versatile first keep money with zero charges on every online exchange, (for example, IMPS, NEFT, RTGS) and no base equalization prerequisite. For investment accounts, the bank right now offers a loan cost of 4% per annum.

Expected Future Growth of Paytm

Computerized installments organization Paytm said it is looking to dramatically increase its exchange volume to 12 billion by part of the arrangement, from 5.5 billion out of 2018-19.

Paytm checked 2.5 billion exchanges in 2017-18. Paytm said it accomplished gross exchange esteem (GTV) of $50 billion out of 2018-19, as contrasted and $25 billion every year prior. GTV is the estimation of all-out exchanges done on the stage.

"This expansion is a consequence of the fast development in the reception of Paytm's computerized installments arrangements crosswise over on the web and disconnected for different use cases including retail installments, charges, utility installments, travel booking, amusement, games and that's only the tip of the iceberg,"

The organization said in an announcement. Its membership-based program Paytm First was propelled in March has pulled into equal parts a million supporters, the organization added.

Paytm has 350 million enrolled clients starting on 5 June, an organization authority said. Paytm offers a variety of installment alternatives that incorporate installment through portable wallets, just like ongoing installment framework Unified Payments Interface (UPI) and web banking.

The organization has been centred around structure instruments for dealers to streamline their everyday business needs. This has brought about enormous dealers obtaining who are very much furnished with innovation to acknowledge all installment modes (cards, wallet, and UPI). Paytm now intends to concentrate on embracing computerized reasoning and improving the UI .

Why was Paytm Removed from Google Play Store?

Paytm India app was removed from Google Play Store because it violated Google guidelines. While other apps like Paytm for Business, Paytm mall , Paytm Money, and a few more were still available. But after a few hours of being taken down, the Paytm app was back on Google Play Store.

#Paytm out of Google Play Store. Google: We don’t allow online casinos/support any unregulated gambling apps that facilitate sports betting. It includes if app leads consumers to an external website that allows them to participate in paid tournaments to win real money/cash prizes pic.twitter.com/poeZzXw5nA — CNBC-TV18 (@CNBCTV18Live) September 18, 2020

“We have these policies to protect users from potential harm. When an app violates these policies, we notify the developer of the violation and remove the app from Google Play until the developer brings the app into compliance. And in the case where there are repeated policy violations, we may take more serious action which may include terminating Google Play Developer accounts. Our policies are applied and enforced on all developers consistently,” Google Added.

Is Paytm a fintech company?

Yes, Paytm is India's leading and one of the most valued fintech startups founded by Vijay Shekar Sharma in 2010.

What are the areas served by Paytm?

Paytm is a leading fintech startup that not only operates in India but it also serves Canada and Japan.

When was Paytm established?

Paytm was founded in 2010 by Vijay Shekar Sharma.

What is Paytm and how does it work?

Paytm is a leading financial service and bill payments app that offers financial solutions to its customers, offline merchants and online platforms. All you need to do is open the Paytm app on your phone, click on 'Pay', and select 'QR code'. Scan the QR code of the receiver and enter the amount to be paid. The money will be transferred in a few seconds.

How much does Vijay Shekhar Sharma own in Paytm?

Vijay Shekhar Sharma currently owns 14.61% of the company.

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Today, Paytm stands as a one-stop-shop for consumers, offering a plethora of financial and other services that include e-commerce, banking, investments, loans, bus tickets, money transfers, etc.

Total revenue has grown from ₹2,802 Cr in FY 2021 to ₹7,990 Cr in FY 2023, growing at a CAGR of 69%

In 2017, Paytm piloted bill payment services in Canada and in the year 2018, Paytm partnered with Softbank and Yahoo Japan Corporation to launch PayPay, a leading digital payments and financial services company in Japan.

Paytm went public with its IPO on NSE & BSE in November 2021 and raised INR 18,300 crs via IPO. The IPO was one of the largest in India, although Paytm’s debut in the stock market faced mixed reactions.

As of September 2023, there is no identifiable Promoter of Paytm. Have a look at the shareholding pattern of Paytm:

Table of Contents

Products and Services

Paytm offers a variety of products and services, such as payment services, financial services, cloud, etc.

Payment Services

Payment Services are meant for both consumers and merchants and enable them to make and receive payments seamlessly both online and in-store. Paytm has an overall market share of 40% in payment transactions. Paytm also launched the Paytm Wallet in 2014 and QR code services in 2015. QR Code was later upgraded to an All-in-One QR code in 2020 so that consumers and merchants can have a seamless payment experience while accepting payments from third-party UPI platforms.

Further, in 2020, Paytm launched soundbox service that gives real-time payment audio confirmation for payment completion. With Paytm’s payment services, consumers can make online bill payments, recharge, and transfer money through the app.

Commerce & Cloud Services

Paytm allow consumers to avail of lifestyle commerce services that include booking online tickets, entertainment, gaming, and food delivery within the Paytm app. Merchants can also connect with consumers to improve their business operations. Paytm provides merchants with services such as billing, ledger, vendor management, inventory management, catalogues, etc.

Paytm also provides software and cloud services to enterprises, telecom companies, digital and fintech platforms.

Financial Services

Paytm provide the following financial services to consumers and merchants:

Mobile Banking Services – Paytm provides mobile banking services through Paytm Payments Bank that includes digital banking products such as current accounts, savings accounts, salary accounts, fixed deposit accounts, and debit cards for individuals, SMEs and corporates.

Lending – Paytm collaborates with financial institutions to improve distribution, underwriting and collections and provide seamless access to loans to consumers and merchants. Paytm also launched the Paytm Postpaid, which is a buy now pay later (BNPL) product.

Insurance and Attachment Products – Paytm in collaboration with its insurance partners, provides attachment products like movie and travel ticket cancellations protection. Paytm’s subsidiary company, Paytm Insurance Broking Private Limited provides insurance services that include auto insurance, life insurance and health insurance.

Wealth Management – Paytm provides wealth management services to consumers through the Paytm app and Paytm Money App. It also launched Paytm Gold, which allows customers to buy digital gold on their platform. Paytm Money app offers investment in mutual funds, equities, and derivatives trading.

Awards & Recognitions

Paytm has received multiple awards and recognitions. Some of the major recognitions are:

• BrandWagon Ace Award for best social media campaign in 2020.
• ET BFSI Excellence Award for Best Digital Bank of the Year in 2020.
• India Digital Award by IAMAI for Best Fintech Growth Story and Best Data-Driven Marketing Strategy in 2021.
• FinTech India Innovation Awards 2023 for Best Fintech Company of the Year in 2022.
• 8th CFO Vision and Innovation Summit & Awards 2023 for Best Fintech Company of the Year.
• Quantic 4th Annual BFSI Excellence Awards 2023 for best Wealth Management Company of India.

Advertising Campaigns

• “Kar De Paytm” in the year 2010.
• “Zindagi jeene ka naya tarika shuru karo – Paytm Karo” in the year 2015.
• “ATM nahi, Paytm Karo” in the year 2016.
• “Dimag Khul ke Jee” in the year 2017.
• “India Kahe Paytm Karo” in the year 2022.

Competitive Advantages of Paytm

• Paytm was an early entrant into the digital payments landscape and had a first-mover advantage.
• Paytm has a wide market of payment services across India with a brand value of US $6.3 billion.
• Paytm builds and innovates its technology which helps it to launch products and services rapidly with a high success rate. Paytm has a technology team of over 2,500 members that continuously works to improve the user experience.
• Paytm tries to understand the needs of its users and innovates products accordingly.
• To engage with customers, Paytm invests in marketing campaigns and other promotional offers.

Growth Trajectory of Paytm

Paytm has shown an impressive growth and expansion journey over the years. It has evolved from a mobile recharge platform to a financial services powerhouse. It claims to have more than 300 million active users. Paytm’s strategic partnerships with HDFC Bank, Uber, Indian Railways, and major E-commerce platforms have helped the company to grow over the years. Cashback and Promotional offers still attract new customers and hold the existing ones. Paytm has moved beyond payment services and has ventured into travel, wealth, credit cards, loans, etc.

SWOT Analysis

• Paytm is a leading player in the payment sector and enjoys a large user base.
• Paytm has strong brand recognition in the fintech sector of India.
• Paytm has a diversified product portfolio such as financial services, loans, broking, credit cards, travel, etc.
• The lack of profits in the company has raised financial sustainability issues for the company.
• Paytm heavily depends on the Indian market for its revenue and any kind of regulatory changes can impact the company’s business operations.
• The company faces tough competition from other fintech startups like PhonePe, Google Pay, etc.

Opportunities

• Penetration in the rural area to provide digital payment services can help Paytm grow its business further.
• A comprehensive app for seamless user experience can drive the revenue growth of the company.
• Tapping into the International markets can help Paytm provide services outside of India, which boosts the company’s revenue growth.
• Digital payment systems like Paytm are often prone to cyber security risks. Such risks have the potential to significantly alter the user base of Paytm.
• Economic downturns can affect consumer spending. This will eventually reduce the user base and revenue growth of the company.
• Innovative Competitors and Big Giants like Google Pay and PhonePe could challenge Paytm’s growth.

Paytm’s case study provides useful insights into the dynamics of the fintech landscape and cashless economy in India. Paytm’s diversification of services and first-mover advantage have allowed it to create a strong and loyal user base in India. The company should continue to innovate and explore the emerging digital landscape of India for better market positioning and customer engagement.

Frequently Asked Questions (FAQs)

1. Who founded Paytm?

Ans. Vijay Shekhar Sharma founded Paytm in 2010.

2. What is the shareholding percentage of promoters in Paytm?

Ans. As of September 2023, holding of promoters is nil.

3. Paytm faces tough competition from which companies?

Ans. PhonePe, Google Pay, etc..

4. When was Paytm listed on NSE & BSE?

Ans. November, 2021.

5. What financial services are offered by Paytm?

Ans. Mobile Banking Services, Loans, Mutual funds, Equity Investments, Credit Cards, etc.

Disclaimer:  The securities, funds, and strategies mentioned in this blog are purely for informational purposes and are not recommendations.

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Paytm: A Payments Journey in India

• Format: Print
• | Language: English
• | Pages: 32

Related Work

• Faculty Research
• Paytm: A Payments Journey in India  By: Álvaro Rodríguez Arregui, Amram Migdal and Kanika Jain

The Global Hues

World Meets Media

Paytm Case Study: Evolution, Investors, Business Model, Future Plans

How did paytm’s story evolve from initial struggles to becoming a major player in india’s digital payments, explore what sets paytm apart, from its innovative business model and strategic partnerships to its global ambitions., what are the future plans of paytm.

Paytm is one of the key players in the country’s digital ecosystem and has a user base of over 300 million. It is a medium for digital transactions at more than 20 million retailers. Paytm offers payments, cell phone recharges, smooth money transfers, and hassle-free movie and travel ticket booking. Furthermore, it is a digital conduit for digital transactions at over 20 million merchants.

The company has changed how businesses handle transactions with creative solutions such as the All-In-One PG, All-In-One POS, and QR Code. These improve the overall efficiency of both customers and businesses. Paytm is a driver of growth and success in the field of digital business, with its dedication to offering a simple and convenient payment network. Currently, Paytm ranks 4th in Product quality score.

What led to the inception of Paytm?

In college, Vijay Shekhar Sharma developed an interest in entrepreneurship. He was quite fascinated with Yahoo, an American search engine. The platform ignited his passion for entrepreneurship. He wanted to study at Stanford University but couldn’t due to a lack of money and average English language skills. 

He learnt to code all by himself and created a CMS (content management company) named XS Communications with his friends. Many renowned publications, including The Indian Express, used their CMS. Vijay founded One97 Communications, the parent company of Paytm, in 2000. Initially, his company offered ringtones, Bollywood movie songs, and search services before foraying into digital payments.

When he pitched the idea of entering the payment ecosystem in front of the board members, it was rejected. To convince them, he put 1% of his equity, which is about $ 2 million and said, “ If I waste the company’s money that we put on site, this is all of you .”

Paytm, known as“Pay Through Mobile,” was launched in 2010 to provide financial and digital services. It also provides users with Paytm Payments bank that helps them enjoy transparent and risk-free banking, a virtual debit card, no minimum balance limitations, and speedy account opening. Paytm has expanded its offerings to include stockbroking, the National Pension System (NPS), Paytm First Games, Paytm Insurance, and a mini app store.  

The Growth of Paytm

Paytm’s success can be attributed to Vijay Sharma’s strategic viewpoint and commitment to delivering necessary services. By providing digital wallets and 24/7 customer support, Paytm developed a foundation of trust with its customers.

The rapid growth of Paytm drew in Global business tycoon Warren Buffett, and in August 2018, Berkshire Hathaway made a significant $300 million investment in the company. This strategic partnership enhanced Paytm’s position as a prominent participant in the fintech sector. After the success of Paytm, Vijay extended his business empire by launching the Paytm Payments Bank and Paytm Mall and reinventing digital payments.

Furthermore, in 2019, the company launched Paytm First, a membership program and rolled out a credit card. Additionally, in 2021, the company launched its first IPO, securing about 2.4 billion.

How many investors does Paytm have?

• Paytm has 72 institutional investors, including Alibaba Group, Ant Group, and eBay.
• There are 14 Angel investors, including Mark Schwartz and 13 others. 

How does Paytm’s business model contribute to its success?

Paytm functions as a payment network that serves both customers and businesses. It targets users who do cashless transactions in tier-one and tier-two urban cities. It also provides its users with digital wallets, a digital bank, ticket booking, recharging options, and UPI money transactions. 

Paytm’s business model includes commissions from financial partners, convenience fees, and Merchant Discount Rates (MDR). It sponsors events using cricket as a tool for brand recognition. The promotion activities include social media advertisements and tactics like campus ambassador programs. Collaborations with businesses like Shopify, Visa, HDFC Bank, and others help Paytm achieve its objectives of maintaining growth and extending its payment options.

What are the different marketing strategies that Paytm uses?

Paytm has employed several marketing techniques to position itself as a leader in digital payments. It has successfully entered the expanding markets for online marketing and cashless transactions by focusing on smartphone users. Paytm promotes digital literacy by providing scholarships and prizes to its consumers.

Partnering with well-known companies like Uber and Meru Cabs has increased the number of Paytm users. It has become a household name by advertising in newspapers, television, and social media platforms. Paytm’s catchy slogan, ‘Paytm Karo’ , has been marketed extensively to establish Paytm’s reputation and make the slogan synonymous with the company.

Paytm also sponsors the Indian cricket team to gain additional exposure. Through several advertising initiatives, the company engages with its customers and promotes the convenience of digital transactions. It has formed strategic alliances with Mumbai’s dabbawalas and launched Campus Icon, a six-week nationwide programme for college students, where students will be assigned tasks to hone their skills and learn real-world techniques related to product, marketing, and design.

Fall Of Paytm Since The IPO

On 18 November 2021, Paytm’s parent company, One 97 Communications, was listed on the Indian stock exchanges after an initial public offering. However, Paytm stocks faced the biggest first-day loss in India’s IPO history, plunging 27% below the market. The primary problem is the company’s lack of profitability.

Macquarie Capital Securities report labelled Paytm as a ‘Cash burning machine’ since the company allegedly uses a significant portion of its funds for advertising rather than addressing core business concerns.

After the disastrous IPO, many high-profile executives left Paytm, which raises questions about the stability of the company’s leadership. These difficulties are made worse by the geopolitical tension between India and China since the latter controls 30 per cent of Paytm. The company is grappling with an uphill task to regain market relevance.

Furthermore, Warren Buffett Berkshire Hathaway exited from Paytm in 2023. Berkshire Hathaway sold 1.56 crore Paytm shares or 2.5 % of its equity- worth nearly Rs. 1,370 crores. The company invested in Paytm in 2018 and made an overall loss of Rs.800 crores on its Paytm investment. 

Vijay Shekhar Sharma has unveiled the company’s plans for international expansion and AI integration. The company aims to become an AI technology leader within the financial services sector. Additionally,  Paytm plans to invest over 100 crores in the state-of-the-art global payment development center in GIFT City in Gujarat. It is an ambitious move highlighting the company’s dedication to global expansion. Vijay Shekhar Sharma announced his plan while attending the “Infinity Forum 2.0” event at the GIFT City and the International Financial Services Authority (IFSCA).

Talking about Paytm’s vision for the project, Vijay says, “ We are going to build a global payment development center in the GIFT City. We believe this is an opportunity to expand on global payments from here.” 

Paytm’s growth is a testament to Vijay Shekhar Sharma’s entrepreneurial spirit and determination. Its creative and innovative marketing strategies have transformed digital transactions in India. Additionally, Paytm aims to establish itself as a leading financial technology company by integrating with AI.

Paytm rose from its modest beginnings to revolutionise digital payments in India through Vijay Shekhar Sharmas’s strategic alliances and innovative marketing techniques. It provides users with several services, such as e-wallets, recharges, and UPI transactions, and sponsors the Indian cricket team. Even though it has faced setbacks due to its recent IPO, the company has renewed its efforts to become a global leader in the payment ecosystem as it aims to integrate with Artificial Intelligence.

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Paytm Case Study: The Journey of India’s Leading FinTech Company

• Post author: StockPe
• Post published: May 26, 2023
• Post category: Uncategorized
• Post comments: 0 Comments

Financial Technology popularly termed as Fintech sector has flourished exponentially after the demonetization in 2016. According to a report, India’s Fintech industry was valued at US $50 billion in 2021 and is expected to reach the value of US $150 billion by 2025 . And if we talk about the leading players in the industry, Paytm comes to the top of the list unarguably.

Paytm is India’s leading financial services platform offering digital payments ranging from mobile recharge to bill payments (credit cards, DTH, electricity and utility bills). Along with traditional mobile banking, Paytm also acts as a gateway for ticket booking (IRCTC, IPL, etc.) and offers e-commerce services as well. Along with India, Paytm is operable in Japan and Canada and is also available in 11 Indian languages, serving more than 350 million registered users.

In this Paytm case study, we have covered the growth story of Paytm from being just one of the online platforms for recharge payments to becoming a lead disruptor of India’s fintech sector.

Paytm – O rigin & Journey

Although Paytm was founded by Vijay Shekhar Sharma in 2010 in the NCR region of New Delhi, Noida, in actual terms, it started way before. Vijay Shekhar Sharma launched One97 Communications, the parent company of Paytm back in 2000. Paytm started as a normal mobile recharge website and over time it also introduced DTH recharges and landline bill payments.

A quick timeline of Paytm’s journey is given:

2010 : Paytm was launched as a mobile recharge platform

2013 : Paytm added DTH Recharge, Data Card, and Landline bill payments

2014 : Paytm launched Gateway Payments for IRCTC and Uber

2015 : Paytm became India’s first Fintech unicorn after funding from Alibaba Group and Ratan Tata

2016 : Paytm introduced the Payments Bank

2017 : After demonetisation, Paytm rolled out UPI (Unified Payments Interface)-based payments

2018 : Paytm First Games owned by Paytm and Alibaba-backed AG Tech Holdings was launched

2019 : Paytm launched QR/POS/Gateway combined services

2021 : One97 Communications enters Indian Stock Market by launching its IPO

2023 : Paytm Payments Bank launches UPI Lite

Major Paytm Services

As we move further with the Paytm case study, let us look at some of the popular products & service offerings by Paytm –

Paytm Insider

Paytm Insider is an online ticket booking platform co-owned by Paytm and Insider.in. It is the one-stop ticketing solution for popular events, concerts, cricket matches, and product fests happening in the city.

Paytm Mall is an e-commerce store launched by Paytm in 2017. It is a B2C platform intended to provide a Bazaar-like feel to the customers by choosing from over 1.4 lakh listed items. Paytm Mall takes inspiration from China’s biggest B2C company, Tmall. It raised over $200 million from Alibaba and SAIF partners in a highly anticipated funding round in March 2018.

Paytm Payments Bank

Paytm Payments Bank, after payments bank by Airtel and India Post, is the third payments bank in India. Payments Bank by Paytm received approval from the Reserve Bank of India in 2015 but was officially launched in November 2017. It provides complete banking services ranging from Savings Accounts to Loaning facilities. It also offers Paytm Wallet, which can be used as a mobile payment method while paying at any QR, online merchant or any digital transaction.

Paytm Money

Paytm Money is a SEBI-registered stock brokerage and advisory platform offered by Paytm. It was launched in 2017 and provides free demat account opening, trading and investment in Mutual Funds, the Stock market and also NPS retirement funds. 

Revenue Model of Paytm

This Paytm case study highlights the major revenue sources of Paytm, which are as follows:

Interests from Escrow Account: Paytm secures the wallet money of its users in an escrow account linked with a nationalised bank. With this, Paytm makes around 4-6% of interest easily.

Commission from Merchants: Paytm charges nominal commissions from users as well as the merchants while making payments, purchasing digital gold or investing in stocks.

Advertisements: We often see pop-ups of offers and deals when we open the app, Paytm charges the companies and businesses for running those ads.

Marketplace: Paytm has a dedicated e-commerce store which brings a fine chunk of their revenue. Paytm Mall has a commission linked with the sellers.

Gateway Fees: Many platforms like IRCTC have a separate payment gateway linked with Paytm. In such cases, a gateway payment is applied.

Paytm Stats

*All values in Cr

Paytm has generated a revenue of around Rs. 7990 Cr in 2022-2023, which is a growth of over 3000Cr from its previous year’s earnings. After its listing on the NSE, it has given a CAGR of around 69% in its revenue.

PROFIT/LOSS

So, we can see that Paytm has been making significant losses over the years. High Operation costs and Customer acquisition costs are the main reasons for the above losses. Additionally, Paytm is often struggling with Government regulations as well which inhibits their income.

Major Acquisitions

Paytm acquired a majority stake in event booking and ticketing platform, Insider.in owned by OML Entertainment in June 2017. The deal was finalised for an amount of $5.42 million (44 crores).

NightStay is a hotel-booking startup based out of Noida. Paytm acquired Nighstay in a $20 million (160 Crores) deal in 2019.

Paytm acquired complete stakes in CreditMate, a Mumbai-based digital lending startup in October 2021, a few days before its stock market inaugural. The amount of acquisition was however undeclared.

Paytm is one of the biggest fintech companies in India with a wide range of services on board. Since its inception in 2010, Paytm has been delivering high-end digital banking solutions. As a result, it is among the top 3 companies with maximum UPI transaction volumes in India. Additionally, Paytm is working on improving the infrastructure of digital payments in the country and making it even more robust.So, we hope you find this Paytm case study helpful and informative.

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Case study: The Journey of Paytm

With this piece, we’ll try to understand the case study of Paytm, which will explain how the brand went from being a mere recharge app back in 2010, to hosting everything as of today. This case study also explains the current difficulties of Paytm given the increasing competition and the loss of interest of the investors.

Started by Vijay Shekhar Sharma, as a Recharge platform in 2010, Paytm (One 97 Communications Ltd) became the most successful mobile payment and money transfer app used in India a few years back. For a country which had 95% of monetary transactions made in cash prior to demonetization , it was difficult for Paytm to make customers believe in digital money. But, Paytm did the drill, they tapped the un-served/under-served lots of India and enabled them to do cashless transactions. And, by the means of cashbacks and offers, Paytm raced ahead of its then rivals – Freecharge, PayU, Mobikwik, etc.

However, the picture seems to be changing today. After the entry of players like Google Pay & PhonePe, the brand is starting to fall behind in the race . And given the poised release of WhatsApp Pay somewhere this month (June, 2020), things are only going to be tougher for the company. Let us understand the journey of Paytm to essentially understand their position today.

Business Aspects and Expansion:

Paytm has always focused on the customer-centric approach. This is evident from that fact that, even before Paytm started with wallet services, the company built a 24×7 customer care service. It understood that digital payments were still new in India and so, it had to ensure their customers get all the right support. This enabled people to get their queries solved and trust their money with Paytm. It has spent nearly Rs.14,500 crore to convince Indians to substitute cash with digital payments . One can clearly understand how Paytm must have pivotal role in our Hon. Prime Ministers’ Digital India dream.

In 2014, the company did one of their major launches – that is the Paytm Wallet. This enabled the users to directly pay without entering an OTP again and again. Which was again new for the customers, given they thought using OTP kept their money safe. Now, one might think this to be the wrong move. However, this was one of the features that gave Paytm the best results. When a user kept its money in the Paytm wallet, they were not charged. However, Paytm kept the money with Escrow accounts which fetched Paytm interests.

Demonetization – An opportunity for Paytm:

Anyway. Let’s continue, and understand when the future actually started to look fortunate for Paytm. We’d all remember Demonetization, don’t we? Ah, those long ATM hours, lots of money with not value. Those were the days.

While demonetization spelled doom for most of us, it was actually a fortune for Paytm, and we don’t need to tell you why. Or do we? Okay. So, our Hon. Prime Minister had a vision to turn the economy digital. Digital could help the Government track the money and essentially reduce the influx of black money in the economy.

Now, Paytm was the biggest digital payments app back then. And so, when the demonetization happened, it went through the roofs! It extended services to retail stores, Kiranas, Vegetable shops, Saloons, even Pan shops! It was everywhere! Paytm grabbed the biggest piece of all the online payments happening during that period.

Given the progress Paytm was making and the amount of Government support they were enjoying, it got into aggressive marketing which showcased the involvement of retail shop owners.

Anyway, that was a time to be remembered both for us and Paytm, alike.

The pain-points:

All the good stuff probably ended in the paragraph above, let us now try to understand the challenges the brand has faced in the recent past.

Paytm vs PayPal:

While Paytm was busy counting its profits after Demonetization, a US-based payments company PayPal filed a case against Paytm for using a logo similar to its own. They look pretty similar, PayPal was probably right. 

PayPal accused Paytm of using the similar logo which it had been using since 2007. This would create confusion in Indian customers about the platform. The case is still in court and if Paypal wins, Paytm would have to pay heavy charges for trademark infringement.

UPI (Unified Payments Interface):

With the launch of Unified Payments Interface, two major giants – Google Pay and PhonePe entered the market and people preferred UPI transactions over Paytm wallet transactions. To keep up the race, Paytm also launched BHIM UPI transaction mode but recorded lower transactions than its rivals.

Do you know why?

FMA. The first mover advantage. Paytm probably thought that their wallets will sustain them against these players, which was nice, in theory. We all would remember, right? Google Pay actually went rogue with the middle class of the country, do you remember your friends telling you to send some cash just to gain some extra bucks in the transaction?

Little did you understand that you were actually getting used to using Google Pay, smart. Use less money in marketing and instead give that away to the customers!

Current picture:

Paytm has been losing ground to its competitors with bigger pockets. To add salt to the injury, the Jio-Facebook deal is posing enormous threat to the company. Jio has already started on-boarding local shops on their platform. Who will then essentially host motivate these owners to use Facebook’s WhatsApp Pay, poised to launch in June, 2020.

Given that WhatsApp has around 400 million users in India, integrating payment here would make it convenient for the users to just send money. And, essentially, inconvenient for Paytm. This has raised concerns amongst investors about Paytm’s total valuation and business model. With the losses mounting up, it would be difficult for Paytm to keep its head above the water and continue the trust of its investors.

Classic example of why you must choose your niche. If you have ever used Paytm, you will realize that the company actually tried to expand into a lot of spaces. It tried to have movie bookings, travel, bill payments, shopping deals, banking and finance (Paytm banks) and what not! Maintaining so much requires equal amount of capital, and having concerned investors on board will not make that happen for you.

Anyway, that’s it for this piece. This brilliant piece was penned down by Geeta Belani , go drop her a thank. Share this piece with your best friend, and share your thoughts as to what Paytm can do to improve their stance as of right now?

Have a good one!

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• Case Study , Finance

A Case Study of Paytm: Revolutionizing Digital Payments in India

• December 16, 2023

In recent years, the digital payment landscape in India has witnessed a remarkable transformation. One company that has played a significant role in this revolution is Paytm . This case study delves into the journey of Paytm, highlighting its key milestones, strategies, and impact on the Indian economy.

Paytm was founded in 2010 by Vijay Shekhar Sharma with the aim of making digital payments accessible to all Indians. Initially, it started as a mobile recharge and bill payment platform. However, recognizing the potential of digital wallets, Paytm expanded its services to include peer-to-peer transactions, online shopping, and even banking services.

Key Milestones

Paytm’s journey has been marked by several significant milestones:

1. Demonetization Boost

In 2016, the Indian government’s bold move to demonetize high-value currency notes provided a massive opportunity for digital payment platforms. Paytm capitalized on this by promoting its services as a convenient alternative to cash transactions. This led to a surge in the number of users and transactions on the platform.

2. Strategic Partnerships

Paytm forged strategic partnerships with various stakeholders, including banks, e-commerce platforms, and offline retailers. These collaborations helped expand its user base and acceptance across both online and offline channels.

3. Paytm Payments Bank

In 2017, Paytm became the first digital wallet company to launch a payments bank in India. This move allowed Paytm to offer a wide range of banking services, including savings accounts, debit cards, and digital loans.

4. Diversification into E-commerce

Recognizing the potential of the e-commerce market, Paytm expanded its services to include online shopping. It launched the Paytm Mall platform, offering a wide range of products and attracting millions of customers.

Strategies for Success

Paytm’s success can be attributed to several key strategies:

1. User-Friendly Interface

Paytm’s user-friendly interface made it easy for even non-tech-savvy individuals to adopt digital payments. The app’s intuitive design and simple navigation contributed to its widespread adoption.

2. Cashback and Discounts

Paytm leveraged the power of cashback offers and discounts to attract and retain users. These incentives encouraged users to make more transactions on the platform, further driving its growth.

3. Focus on Merchant Acceptance

Paytm actively focused on increasing its acceptance among merchants, both online and offline. It offered seamless integration options, attractive pricing models, and dedicated support, making it an attractive choice for businesses.

Impact on the Indian Economy

The rise of Paytm has had a profound impact on the Indian economy:

1. Financial Inclusion

Paytm’s services have played a crucial role in bringing financial inclusion to millions of unbanked and underbanked individuals in India. It has provided them with a safe and convenient platform to manage their finances.

2. Boost to Digital Payments

Paytm’s success has significantly contributed to the growth of digital payments in India. It has helped reduce cash dependency, leading to increased transparency and accountability in financial transactions.

3. Job Creation

Paytm’s expansion has created numerous job opportunities, both directly and indirectly. From customer support to technology development and merchant onboarding, Paytm has contributed to employment generation in the country.

4. E-commerce Growth

Paytm’s foray into the e-commerce sector has provided a platform for small and medium-sized businesses to reach a wider customer base. It has contributed to the growth of the Indian e-commerce industry.

Paytm’s journey from a mobile recharge platform to a leading digital payment and e-commerce player is a testament to its innovative strategies and relentless focus on customer experience. Its impact on the Indian economy is undeniable, driving financial inclusion, digital payments, job creation, and e-commerce growth. Paytm continues to evolve and shape the future of digital payments in India.

• Tags : digital payments , India , Paytm

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In-Depth Paytm Marketing Strategy – Updated | IIDE

By Aditya Shastri

The parent company of Paytm is One97. The company’s founder is Vijay Shekhar Sharma, established in 2010 and headquartered at Noida, Uttar Pradesh.

In this case study, we will go through the Paytm marketing strategy, its marketing mix, marketing campaigns, competitors analysis, digital marketing analysis, and SWOT analysis.

About Paytm

Paytm (short for “pay through mobile”) is an Indian multinational technology business headquartered in Noida that focuses on digital payment systems, e-commerce, and finance. Paytm is currently available in 11 Indian languages and offers online services such as mobile recharges, utility bill payments, travel, movie, and event bookings as well as in-store payments using the Paytm QR code at grocery stores, fruits and vegetable shops, restaurants, parking, tolls, pharmacies, and educational institutions. Paytm was valued at $10 billion in January 2018. More than 20 million retailers across India utilize the company’s QR code payment system to take payments directly into their bank accounts, according to the company. Advertisements and paid promotional content are also used by the company to earn cash.

Now that we know about Paytm. Let us now go through the company in detail by studying its marketing perspective.

Marketing Budget of Paytm

Marketing budget primarily means the money allocated to the marketing functions and how it is intended to spend. Paytm’s cloud revenue went down by 38%. In the covid-19 pandemic, the payments related to entertainment and travelling have been severely impacted. The lockdown hit them hard and the total revenue of the company declined about 10%. They went from Rs.3,540 Cr to 3,186 Cr in 2020-21. The spokesperson of Paytm said, “despite significant disruption in the business of our merchant partners due to the pandemic especially in the first half of the year, we have had minimal impact on revenues, due to the strong recovery in the second half of the year”. However, the company reduces the marketing cost by 62% from Rs 1.397 Cr/year to Rs 533 Cr/year.

Marketing Mix of Paytm

A marketing mix can be defined as a model that an organization uses to increase the interest in the products\\services and image of a particular company.

4 P’s play the major components which are product, place, price, and promotion. Let’s go to the marketing mix strategy.

1. Product Mix of Paytm

Paytm is the acronym for pay through mobile. it offers various products and services in its marketing mix for example e-wallets, online shopping, latest news, vaccine slot updates, investment opportunities, and many more. Any customer can access the portal on their computers as well as mobile apps for making a specific payment. For instance payment of mobile recharge, bills, shopping, etc. Instead of using a debit card or credit card Paytm enables a user to make payments feasibly without them. Paytm also offers a facility of Paytm Bank from which a person can transfer money directly from his\\her bank account to someone else’s bank account for this he/she must give access to their saving bank account.

2. Price Mix of Paytm

Paytm serves as a medium for the customers to make the payments for the other services which they are availing for this Paytm is entirely free to use.

Paytm has received huge Investments like funding of 575 million dollars from China’s leading business group Alibaba, an Indian business tycoon who had invested in Paytm as a personal investment in the brand. These use services enable Paytm to get new customers on a broad basis and give them free services they also simultaneously give discounts and offers to promote their online shopping E-Commerce portal.

3. Place and distribution Mix of Paytm

Paytm is accessible everywhere through a smartphone or on a laptop having a proper internet connection just like any other app or website. Paytm is available throughout the country to provide payments and shopping feasibility. It is widely accepted as a mode of payment across various industries sectors and geographies. Offline merchants and several restaurants, grocery stores, supermarkets hotels, and many more places are accepting Paytm as a part of the payment. It is headquartered in Noida India but the feature of booking rail, plane, buses, has extensively provided reach to a greater market. Also now Paytm has launched services in Canada and Japan.

3. Promotion Mix of Paytm

Catchy phrases of Paytm as “Paytm Karo” have enabled Paytm to become a household name.

Multiple ad campaigns of Paytm are displayed on TV commercials, ad banners, billboards, print media such as newspapers, magazines, etc. The tremendous visibility of Paytm is not just because of these ad campaigns but also the fact that Paytm is highly involved in the sponsorship of various events, competitions, and many more. After the digital India campaign retailers are putting Paytm accepted banners which are providing strong visibility to the company. To gain global recognition Paytm sponsored and become a partner of the Indian cricket team.

Competitors Analysis of Paytm

The top 3 competitors of Paytm are-

1. Mobikwik

It was founded in the year 2009 by Bipin Preet Singh and Upasana Taku, they commenced their operations as a mobile wallet to make digital payments convenient to their users.

The platform also enables peer-to-peer payment by unified payment interface, over the years they have served over 101 million registered users and more than 3 million e-commerce, physical retail, and biller partners.

In 2021, Phonepe achieved the milestone of 250 million registered users.

They have been awarded in the best mobile payment product/service category and the technology category at IAMAI India digital awards.

The Phonepe interface goes live across 10 lakh stores in 300 cities. By this, they became India’s fastest-growing insure-tech distributor.

3. FreeCharge

Freecharge was launched in September 2015 they came up with their wallet to pay across all platforms plus offline stores like shoppers Stop, McDonald’s , home stop, crosswords, Hypercity, and even for some e-rickshaws now the list is growing day by day.

The claim is to provide an easy and instant recharging process with a hassle-free online experience.

They also provide a safe and secure payment process with the best discounts available in the market.

Marketing Strategy of Paytm

In simple words, a marketing strategy refers to a business’s overall game plan for reaching prospective consumers and turning them into customers of their products and services.

1. Cashless transactions schemes

In 2016, they came up with an innovative initiative of “each one, teach one”. Paytm announced a scholarship of rupees 2100 for 10,000 users who will help them to increase digital inclusion and the practice of adaptation to Paytm. The scheme, “Scan any QR to pay using Paytm” was launched in 7 languages which were Bengali, Marathi, Gujarati, Tamil, Telugu, Kannada, and Malayalam.

2. Sponsorship of events by Paytm

As we said the earlier company is highly involved in sponsorship they target a variety of events, tournaments, etc these events give them immense exposure. Paytm is also the official sponsor and supporter of India’s cricket team providing them worldwide publicity.

3. Promotion and advertising strategies of Paytm

The company’s online marketing and traditional marketing approach are centred on bringing visibility anywhere by sharing their advert on Facebook and Twitter or even subsidized posts on Instagram and in instances even Snapchat.

In an offline communication network, they probably use newspapers, transit media, and television.

4. Fast and efficient

Paytm Plays amazingly well with their words, as soon as the news of demonetization was conveyed to the country. They came up with a tweet; Paytm Karo. It was a splendid example of a brand putting up an example of relevant and moment communication. They gained amazing response as it was simple and user-friendly. 

5. Their product, their hero

They often post the screenshot of their interface on social media platforms, this practice makes the user feel that it’s trustworthy and worth acknowledging. They Make their post in such a manner that their post becomes the hero of their advertisement.

Marketing campaigns of Paytm

1. facebook live.

Data Protection is a primary concern for everyone with the evolution of digitalization, hackers are growing as well. Making the people understand that their account is safe and secure was a big challenge for PayTM as well. So they came up with an interesting approach where they went live to their Facebook and explain the Process and measures towards their security.

2. Soldier mobile game 

This turned out to be the perfect campaign for game lovers. Users were able to download the soldier game from the Paytm app. In this game, the Spartan Paytm soldiers were fighting against an army of frauds. The message which Paytm conveyed from this Campaign was how to make people aware of how Paytm protects its account.

3. The automatic start of the month message

At the start of the month Paytm initiated to send a reminder for the payments to other people by saying it can be easily done and stress freely achieved by using Paytm digital wallet.

4. Mumbai Dabbawallas

They collaborated with the Mumbai dabbawalas and requested them to please use Paytm cash as an exchange of money.

5. MBA Contest

Organizing such contests where the general public takes part often gets successful. In this campaign, a team of 4 was asked to create a video about how Paytm can be used, and the video that would get maximum likes would win.

This went viral and gave much more user retention to Paytm but this was Priorly for first-year MBA students only.

Paytm’s Digital Presence

Paytm takes digital presence as a priority they are highly active on each of the social media platforms.

They understand valuably that where their target audience is present.

They frame their content as per focusing on youth attraction, the meme marketing is extraordinarily amazing.

1. Facebook 

Having around 30 lakh plus likes on their Facebook handle they generally post the same content for Instagram as well. Also share creative videos to enhance the use of Paytm daily.

2. Instagram

They have a huge follower base on Instagram with several 4 million followers.

They post creative memes based on the present trends and giving it a slight wordplay to add a flavour of humour. Also by posting Reels to persuade people for booking vaccinations slots.

3. Linkedin

Having the popularity of 7 lakh followers on LinkedIn they focus to create a sense of responsibility among their audience. Also playing the role of a change maker.

Undoubtedly, their Advt campaigns are the best in spreading awareness among society towards digital payment. They post their advertisement on YouTube and have a great subscriber base of 316K.

SWOT Analysis of Paytm

We must understand the internal and external factors of a company it helps us in gauging its current status, along with providing valuable insights for its future position and this is achieved by SWOT analysis.

1. Strengths of Paytm

•  Collaboration with merchants – Paytm is currently attached to more than 3 million merchants across India and the number is still growing.
• Multiple services- Everything which we wish for can be easily done on the Paytm app.
• Offers- Paytm is capable to grab and hold the attention of customers because of the never-ending offer stream. 

2. Weaknesses of Paytm

•  Lack of awareness among users- in India people still fear making an enormous transaction online which is making things worse.
•  Need for its development- still remote and rural areas cant access Paytm.The overloaded site and slow servers.
•  Poor customer service- it happens sometimes when people face very minor issues but when they contact the customer services of Paytm they get complaints like rude behaviour and are unable to handle many of the queries.

3. Opportunities of Paytm 

• Growing demand- Today many corporates are adapting to the practice of online payment this has increased the role of digital payment platforms to a great extent.
• Demonetisation- one of the services that benefited heavily from the Indian government demonetization drive was online payment services and Paytm was one of the biggest beneficiaries.
• Online shopping- with the exponential growth in online shopping, people are more adapted to online payment platforms.

4. Threats of Paytm

• Competition – with the increasing number of entries, the competition is growing aggressively. Nowadays payment platforms like MobiKwik, freecharge, and many others are expanding their businesses Plus Airtel and Vodafone are also providing online payment gateways.
• Connectivity issue- most of the rural areas are still under the problem of connectivity.
• Safety concern- with the news of online digital scams the concern about one’s data safety is very common, people still fear to transact a great amount online. 

By this blog, we tried our best to cover every aspect of Paytm in terms of marketing. We are pretty sure that now you have developed a better idea about the marketing strategies. Paytm has convinced most Indians to rely on the use of digital transactions. In the first 10 years of their journey, they were just a wallet and a bank and they have a vision that in the coming 10 years they plan to be a great financial services company.

Thank you for reading, Liked our work? If you’re interested in learning further?

Do check our website for more. Also if you’re interested in Digital Marketing, here is your chance to attend a free Digital Marketing MasterClass hosted by Karan shah, CEO and founder of IIDE . You can also check out the DIGITAL MARKETING COURSE by IIDE.

Please let us know your thoughts on this case study in the comment section down below and do share with your friends and family.

Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs...... [Read full bio]

Great insights on Paytm’s marketing strategy! I appreciate the detailed analysis. Looking forward to more content like this.

Great insights on Marketing strategy of Paytm! I appreciate the detailed analysis. Looking forward to more content like this.

Quite informative content on marketing strategy of paytm. Thanks for sharing this.

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Payment Banks in India – The PayTM Case – Explained Pointwise

ForumIAS announcing GS Foundation Program for UPSC CSE 2025-26 from 26th June. Click Here for more information.

The recent case of RBI’s crackdown on Paytm has put the spotlight on the operations of Payment Banks In India. RBI has ordered Paytm Payments Bank Ltd (PPBL) to halt most of its business including taking further deposits, conducting credit transactions and carrying out top-ups on any customer accounts, prepaid instruments, wallets, and cards for paying road tolls after February 29, 2024.

Reasons for RBI Clampdown on Paytm payments Bank

What are Payment Banks? What are their features?

Historical Background- Payment Banks in India were established in 2014 based on the recommendations of the Nachiket Mor Committee . It was set up to operate on a smaller scale with minimal credit risk.

Objective- The main objective is to advance financial inclusion by offering banking and financial services to the unbanked and under-banked areas. It also caters to the needs of uncovered masses in the banking sector like the migrant labour force, low-income households and small entrepreneurs.

Legal Provisions- The legal provisions governing the payment banking operations in India are mentioned below- a. These banks have to register as a Public Limited Company under the Companies Act 2013 and obtain licence as per Banking Regulation Act 1949 . They are also regulated by the RBI Act 1934, Foreign Exchange Management Act 1999 and Payment and Settlement Systems Act, 2007. b. The minimum capital requirement is 100 crores . For the first five years, the stake of promoters should not be less than 40%. Foreign shareholdings will also be allowed as per FDI rules for private banks in India. c. The voting right of the shareholder is capped to 10% and which can be raised to 26% from the approval of Reserve Bank of India. The banks should be fully networked from the beginning.

Features- These Banks have several distinct features when compared to the conventional Banks. These are mentioned below-

Payment Banks operating in India- Currently only 6 banks are operating in the country- Airtel Payments Bank Limited, India Post Payments Bank Limited, Fino Payments Bank Limited, Paytm Payments Bank Limited, NSDL Payments Bank Limited and Jio Payments Bank Limited.

What is The Significance of these Banks for India?

1. Promotion of Financial inclusion- These banks have promoted financial inclusion by catering to financial services to the unbanked sections of the society like migrant workers, low-income households and small scale entrepreneurs.

2. Expanded Geographical reach- These banks have a wider geographical reach due to its technology oriented services,  unlike traditional banks whose geographical outreach is constrained by the requirements of physical infrastructure.

3. Zero balance accounts and No minimum balance accounts- These banks offer a zero balance account or a no minimum balance account without any extra or hidden charge, unlike a commercial bank who levy charges if the customer doesn’t hold a minimum balance in their account.

4. Complements the financial efforts of traditional banks- Payments banks complement the financial efforts of traditional banks by partnering to sell mutual funds , pension products , and insurance products through their platform. For ex- SBI Life Insurance product through Paytm.

5. Low Value, High Volume Transactions- They have provided effective infrastructure to deal with low value, high volume transactions. For Ex- Use of Paytm QR codes by the vegetable Vendors to grocery shop owners .

6. Higher rates of Interest- The rates of interest being offered by these banks is higher in comparison to the traditional banks . For Ex- ROI of Payment Bank is generally around 7% whereas as ROI of commercial bank ~3.5 and 6 per cent.

What are The Challenges with Payment Banks in India?

1. Low avenues of profitability- These banks are not allowed to lend money and earn interest income unlike traditional banks. Further, the stringent SLR requirements of 75% demand liabilities to be invested in G-secs have impinged on the avenues of profitability of these banks. For ex- The operational payments banks showed net losses of Rs 516.5crore for financial year 2018.

2. Low return on equity- The cap on the amount of demand deposits at Rs 2,00,000 and the 15% capital to Risk Weighted Assets ratio , has severely impacted the returns on equities of payment bank in India. Their return on equity is less than 5%.

3. Digital Divide and slow internet connectivity- These banks have no physical presence and their banking operations are solely reliant on internet connectivity. However, the rural-urban divide in internet connectivity has impacted their expansion and penetration .

4. Large number of dormant accounts- The large number of dormant zero balance accounts have impacted the operations of payment bank in India. They have also been used as conduits for personal loan scams and Money Laundering . For ex- Out of the 35 crore Paytm payment bank accounts, 31 cr remained dormant and were misused.

5. Cut-throat Competition- These banks are facing cut-throat competition from the payment wallets like Phone pe, Bharat Pe and conventional commercial banks payment bank services like SBI yono, ICICI i mobile pay.

6. Increasing number of Defunct Payment Bank- The over-regulated functioning and huge losses , have led to increase in the number of banks surrendering their licences and halting their operations. For ex- Cholamandalam Distribution Services , Sun Pharmaceuticals , Tech Mahindra and Aditya Birla Payment Bank have surrendered their licences.

Read More UPSC Topics-

What Should be The Way Forward?

1. Open up more avenues of profit generation- RBI must increase deposit limits of payment bank. Also, a mechanism must be worked out to let these banks transfer the surplus money in the demand deposit accounts to the universal banks.

2. Facilitate Infrastructure sharing- RBI should take measure to facilitate infrastructure sharing among the traditional banks and Payment Bank. For ex- Payment bank desks in traditional bank branches.

3. Increased Internet connectivity- The internet connectivity in rural areas must be increased for the entry of new players in the payment bank market as payment bank sector is dominated by telecom giants like Airtel and Jio  which have their own network.

4. Increase the scope of operations- The payment bank should be allowed to offer their own mutual fund and insurance products to enhance their source of revenue generation and profitability.

5. Increase regulatory vigilance- The compliance of e-KYC and no frill accounts must be regularly undertaken by the RBI to prevent future crisis like the Paytm crisis . The recommendations of the Anand Sinha committee must be implemented to ring-fence the banking operations of the payment bank from the ownership structure.

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Our journey as India’s fintech pioneer to be a case study at Harvard Business School once again

Over twenty years ago, India becoming a cashless economy was unfathomable… but then Paytm was born. We gave people the power to pay through their mobile phones. Fast forward to today and we have emerged as India’s leading payments and financial services company. Such is our reach that “Paytm Karo” has now become a synonym for payments through QR Codes. Our entrepreneurial growth into becoming India’s leading mobile payments and financial services company has become a case study to be taught to future business leaders at Harvard Business School (HBS). 

Alvaro Rodriguez Arregui, a senior lecturer at Harvard, took to Linkedin to share the news. As a part of the Global Tech Entrepreneurship course, students of Harvard Business School will look at our journey in two parts. The first phase will explore Paytm till 2016 and how it established itself in the Indian ecosystem that existed at the time, the challenges and opportunities it faced with respect to funding and talent. The discussion will also include the infrastructure built by us to become India’s leading payments company. In the second phase, our business model including the businesses it has built post the introduction of UPI in 2016 will be looked at. 

Our Founder & CEO Vijay Shekhar Sharma met Arregui at Harvard Business School and he wrote on Linkedin, “Thank you, Professor. It is humbling to see your interest and insights on Paytm.” 

This is the second time our story will be taught at HBS. Back in 2017, HBS’ India Research Centre (IRC) included Paytm in the curriculum. The study titled ‘Paytm: Building a Payments Network’ was taught both within and outside Harvard. As a part of that study, our focus on enabling offline payments even for the smallest merchants by using smartphones and QR codes was explored. 

We are at the forefront of India’s mobile payments revolution. Our mobile-first solutions have simplified payments and financial services for people, making them more accessible. We have strengthened our leadership in offline payments with 75 lakh devices including the iconic Soundbox and PoS deployed at the end of May 2023. With average monthly transacting users of 9.2 Crore, the Paytm Super App continues to see a robust expansion of its consumer base. 

Preeti Verma

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Paytm: targeting more pockets for its mobile wallet case study analysis & solution, harvard business case studies solutions - assignment help.

Paytm: Targeting More Pockets for Its Mobile Wallet is a Harvard Business (HBR) Case Study on Leadership & Managing People , Fern Fort University provides HBR case study assignment help for just $11. Our case solution is based on Case Study Method expertise & our global insights.

Leadership & Managing People Case Study | Authors :: Sandeep Puri, Shivani Upadhyay, Siddharth Agarwal, Debasish Chatterjee

Case study description.

Paytm enjoyed a position as the leader in India's market for mobile wallets, a digital service that enabled payments to be made through mobile devices. Paytm's major client, Uber, which developed and operated a smartphone-based, ride-hailing app as a way to compete with traditional taxi companies, had initially used Paytm's mobile wallet as the sole payment mode for Uber rides in India. However, in 2015 Uber revised its payment policy by adding a variety of payment options, such as debit cards, credit cards, and the addition of several other mobile wallet providers. Did Uber's strategies and plans represent a major concern for Paytm? Amid such changes in the highly competitive digital payment industry, what strategies should Paytm adopt to expand its own offerings and maintain its position as the market leader? What other options could the company pursue to ensure its sustainability and continuous growth? Sandeep Puri is affiliated with Institute of Management Technology, Ghaziaba.

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[10 Steps] Case Study Analysis & Solution

Step 1 - reading up harvard business review fundamentals on the leadership & managing people.

Even before you start reading a business case study just make sure that you have brushed up the Harvard Business Review (HBR) fundamentals on the Leadership & Managing People. Brushing up HBR fundamentals will provide a strong base for investigative reading. Often readers scan through the business case study without having a clear map in mind. This leads to unstructured learning process resulting in missed details and at worse wrong conclusions. Reading up the HBR fundamentals helps in sketching out business case study analysis and solution roadmap even before you start reading the case study. It also provides starting ideas as fundamentals often provide insight into some of the aspects that may not be covered in the business case study itself.

Step 2 - Reading the Paytm: Targeting More Pockets for Its Mobile Wallet HBR Case Study

To write an emphatic case study analysis and provide pragmatic and actionable solutions, you must have a strong grasps of the facts and the central problem of the HBR case study. Begin slowly - underline the details and sketch out the business case study description map. In some cases you will able to find the central problem in the beginning itself while in others it may be in the end in form of questions. Business case study paragraph by paragraph mapping will help you in organizing the information correctly and provide a clear guide to go back to the case study if you need further information. My case study strategy involves -

• Marking out the protagonist and key players in the case study from the very start.
• Drawing a motivation chart of the key players and their priorities from the case study description.
• Refine the central problem the protagonist is facing in the case and how it relates to the HBR fundamentals on the topic.
• Evaluate each detail in the case study in light of the HBR case study analysis core ideas.

Step 3 - Paytm: Targeting More Pockets for Its Mobile Wallet Case Study Analysis

Once you are comfortable with the details and objective of the business case study proceed forward to put some details into the analysis template. You can do business case study analysis by following Fern Fort University step by step instructions -

• Company history is provided in the first half of the case. You can use this history to draw a growth path and illustrate vision, mission and strategic objectives of the organization. Often history is provided in the case not only to provide a background to the problem but also provide the scope of the solution that you can write for the case study.
• HBR case studies provide anecdotal instances from managers and employees in the organization to give a feel of real situation on the ground. Use these instances and opinions to mark out the organization's culture, its people priorities & inhibitions.
• Make a time line of the events and issues in the case study. Time line can provide the clue for the next step in organization's journey. Time line also provides an insight into the progressive challenges the company is facing in the case study.

Step 4 - SWOT Analysis of Paytm: Targeting More Pockets for Its Mobile Wallet

Once you finished the case analysis, time line of the events and other critical details. Focus on the following -

• Zero down on the central problem and two to five related problems in the case study.
• Do the SWOT analysis of the Paytm: Targeting More Pockets for Its Mobile Wallet . SWOT analysis is a strategic tool to map out the strengths, weakness, opportunities and threats that a firm is facing.
• SWOT analysis and SWOT Matrix will help you to clearly mark out - Strengths Weakness Opportunities & Threats that the organization or manager is facing in the Paytm: Targeting More Pockets for Its Mobile Wallet
• SWOT analysis will also provide a priority list of problem to be solved.
• You can also do a weighted SWOT analysis of Paytm: Targeting More Pockets for Its Mobile Wallet HBR case study.

Step 5 - Porter 5 Forces / Strategic Analysis of Industry Analysis Paytm: Targeting More Pockets for Its Mobile Wallet

In our live classes we often come across business managers who pinpoint one problem in the case and build a case study analysis and solution around that singular point. Business environments are often complex and require holistic solutions. You should try to understand not only the organization but also the industry which the business operates in. Porter Five Forces is a strategic analysis tool that will help you in understanding the relative powers of the key players in the business case study and what sort of pragmatic and actionable case study solution is viable in the light of given facts.

Step 6 - PESTEL, PEST / STEP Analysis of Paytm: Targeting More Pockets for Its Mobile Wallet

Another way of understanding the external environment of the firm in Paytm: Targeting More Pockets for Its Mobile Wallet is to do a PESTEL - Political, Economic, Social, Technological, Environmental & Legal analysis of the environment the firm operates in. You should make a list of factors that have significant impact on the organization and factors that drive growth in the industry. You can even identify the source of firm's competitive advantage based on PESTEL analysis and Organization's Core Competencies.

Step 7 - Organizing & Prioritizing the Analysis into Paytm: Targeting More Pockets for Its Mobile Wallet Case Study Solution

Once you have developed multipronged approach and work out various suggestions based on the strategic tools. The next step is organizing the solution based on the requirement of the case. You can use the following strategy to organize the findings and suggestions.

• Build a corporate level strategy - organizing your findings and recommendations in a way to answer the larger strategic objective of the firm. It include using the analysis to answer the company's vision, mission and key objectives , and how your suggestions will take the company to next level in achieving those goals.
• Business Unit Level Solution - The case study may put you in a position of a marketing manager of a small brand. So instead of providing recommendations for overall company you need to specify the marketing objectives of that particular brand. You have to recommend business unit level recommendations. The scope of the recommendations will be limited to the particular unit but you have to take care of the fact that your recommendations are don't directly contradict the company's overall strategy. For example you can recommend a low cost strategy but the company core competency is design differentiation.
• Case study solutions can also provide recommendation for the business manager or leader described in the business case study.

Step 8 -Implementation Framework

The goal of the business case study is not only to identify problems and recommend solutions but also to provide a framework to implement those case study solutions. Implementation framework differentiates good case study solutions from great case study solutions. If you able to provide a detailed implementation framework then you have successfully achieved the following objectives -

• Detailed understanding of the case,
• Clarity of HBR case study fundamentals,
• Analyzed case details based on those fundamentals and
• Developed an ability to prioritize recommendations based on probability of their successful implementation.

Implementation framework helps in weeding out non actionable recommendations, resulting in awesome Paytm: Targeting More Pockets for Its Mobile Wallet case study solution.

Step 9 - Take a Break

Once you finished the case study implementation framework. Take a small break, grab a cup of coffee or whatever you like, go for a walk or just shoot some hoops.

Step 10 - Critically Examine Paytm: Targeting More Pockets for Its Mobile Wallet case study solution

After refreshing your mind, read your case study solution critically. When we are writing case study solution we often have details on our screen as well as in our head. This leads to either missing details or poor sentence structures. Once refreshed go through the case solution again - improve sentence structures and grammar, double check the numbers provided in your analysis and question your recommendations. Be very slow with this process as rushing through it leads to missing key details. Once done it is time to hit the attach button.

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Paytm Accelerating Growth through Diversification Case Analysis and Case Solution

Posted by Peter Williams on Aug-09-2018

Introduction of Paytm Accelerating Growth through Diversification Case Solution

The Paytm Accelerating Growth through Diversification case study is a Harvard Business Review case study, which presents a simulated practical experience to the reader allowing them to learn about real life problems in the business world. The Paytm Accelerating Growth through Diversification case consisted of a central issue to the organization, which had to be identified, analysed and creative solutions had to be drawn to tackle the issue. This paper presents the solved Paytm Accelerating Growth through Diversification case analysis and case solution. The method through which the analysis is done is mentioned, followed by the relevant tools used in finding the solution.

The case solution first identifies the central issue to the Paytm Accelerating Growth through Diversification case study, and the relevant stakeholders affected by this issue. This is known as the problem identification stage. After this, the relevant tools and models are used, which help in the case study analysis and case study solution. The tools used in identifying the solution consist of the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis. The solution consists of recommended strategies to overcome this central issue. It is a good idea to also propose alternative case study solutions, because if the main solution is not found feasible, then the alternative solutions could be implemented. Lastly, a good case study solution also includes an implementation plan for the recommendation strategies. This shows how through a step-by-step procedure as to how the central issue can be resolved.

Problem Identification of Paytm Accelerating Growth through Diversification Case Solution

Harvard Business Review cases involve a central problem that is being faced by the organization and these problems affect a number of stakeholders. In the problem identification stage, the problem faced by Paytm Accelerating Growth through Diversification is identified through reading of the case. This could be mentioned at the start of the reading, the middle or the end. At times in a case analysis, the problem may be clearly evident in the reading of the HBR case. At other times, finding the issue is the job of the person analysing the case. It is also important to understand what stakeholders are affected by the problem and how. The goals of the stakeholders and are the organization are also identified to ensure that the case study analysis are consistent with these.

Analysis of the Paytm Accelerating Growth through Diversification HBR Case Study

The objective of the case should be focused on. This is doing the Paytm Accelerating Growth through Diversification Case Solution. This analysis can be proceeded in a step-by-step procedure to ensure that effective solutions are found.

• In the first step, a growth path of the company can be formulated that lays down its vision, mission and strategic aims. These can usually be developed using the company history is provided in the case. Company history is helpful in a Business Case study as it helps one understand what the scope of the solutions will be for the case study.
• The next step is of understanding the company; its people, their priorities and the overall culture. This can be done by using company history. It can also be done by looking at anecdotal instances of managers or employees that are usually included in an HBR case study description to give the reader a real feel of the situation.
• Lastly, a timeline of the issues and events in the case needs to be made. Arranging events in a timeline allows one to predict the next few events that are likely to take place. It also helps one in developing the case study solutions. The timeline also helps in understanding the continuous challenges that are being faced by the organisation.

SWOT analysis of Paytm Accelerating Growth through Diversification

An important tool that helps in addressing the central issue of the case and coming up with Paytm Accelerating Growth through Diversification HBR case solution is the SWOT analysis.

• The SWOT analysis is a strategic management tool that lists down in the form of a matrix, an organisation's internal strengths and weaknesses, and external opportunities and threats. It helps in the strategic analysis of Paytm Accelerating Growth through Diversification.
• Once this listing has been done, a clearer picture can be developed in regards to how strategies will be formed to address the main problem. For example, strengths will be used as an advantage in solving the issue.

Therefore, the SWOT analysis is a helpful tool in coming up with the Paytm Accelerating Growth through Diversification Case Study answers. One does not need to remain restricted to using the traditional SWOT analysis, but the advanced TOWS matrix or weighted average SWOT analysis can also be used.

Porter Five Forces Analysis for Paytm Accelerating Growth through Diversification

Another helpful tool in finding the case solutions is of Porter's Five Forces analysis. This is also a strategic tool that is used to analyse the competitive environment of the industry in which Paytm Accelerating Growth through Diversification operates in. Analysis of the industry is important as businesses do not work in isolation in real life, but are affected by the business environment of the industry that they operate in. Harvard Business case studies represent real-life situations, and therefore, an analysis of the industry's competitive environment needs to be carried out to come up with more holistic case study solutions. In Porter's Five Forces analysis, the industry is analysed along 5 dimensions.

• These are the threats that the industry faces due to new entrants.
• It includes the threat of substitute products.
• It includes the bargaining power of buyers in the industry.
• It includes the bargaining power of suppliers in an industry.
• Lastly, the overall rivalry or competition within the industry is analysed.

This tool helps one understand the relative powers of the major players in the industry and its overall competitive dynamics. Actionable and practical solutions can then be developed by keeping these factors into perspective.

PESTEL Analysis of Paytm Accelerating Growth through Diversification

Another helpful tool that should be used in finding the case study solutions is the PESTEL analysis. This also looks at the external business environment of the organisation helps in finding case study Analysis to real-life business issues as in HBR cases.

• The PESTEL analysis particularly looks at the macro environmental factors that affect the industry. These are the political, environmental, social, technological, environmental and legal (regulatory) factors affecting the industry.
• Factors within each of these 6 should be listed down, and analysis should be made as to how these affect the organisation under question.
• These factors are also responsible for the future growth and challenges within the industry. Hence, they should be taken into consideration when coming up with the Paytm Accelerating Growth through Diversification case solution.

VRIO Analysis of Paytm Accelerating Growth through Diversification

This is an analysis carried out to know about the internal strengths and capabilities of Paytm Accelerating Growth through Diversification. Under the VRIO analysis, the following steps are carried out:

• The internal resources of Paytm Accelerating Growth through Diversification are listed down.
• Each of these resources are assessed in terms of the value it brings to the organization.
• Each resource is assessed in terms of how rare it is. A rare resource is one that is not commonly used by competitors.
• Each resource is assessed whether it could be imitated by competition easily or not.
• Lastly, each resource is assessed in terms of whether the organization can use it to an advantage or not.

The analysis done on the 4 dimensions; Value, Rareness, Imitability, and Organization. If a resource is high on all of these 4, then it brings long-term competitive advantage. If a resource is high on Value, Rareness, and Imitability, then it brings an unused competitive advantage. If a resource is high on Value and Rareness, then it only brings temporary competitive advantage. If a resource is only valuable, then it’s a competitive parity. If it’s none, then it can be regarded as a competitive disadvantage.

Value Chain Analysis of Paytm Accelerating Growth through Diversification

The Value chain analysis of Paytm Accelerating Growth through Diversification helps in identifying the activities of an organization, and how these add value in terms of cost reduction and differentiation. This tool is used in the case study analysis as follows:

• The firm’s primary and support activities are listed down.
• Identifying the importance of these activities in the cost of the product and the differentiation they produce.
• Lastly, differentiation or cost reduction strategies are to be used for each of these activities to increase the overall value provided by these activities.

Recognizing value creating activities and enhancing the value that they create allow Paytm Accelerating Growth through Diversification to increase its competitive advantage.

BCG Matrix of Paytm Accelerating Growth through Diversification

The BCG Matrix is an important tool in deciding whether an organization should invest or divest in its strategic business units. The matrix involves placing the strategic business units of a business in one of four categories; question marks, stars, dogs and cash cows. The placement in these categories depends on the relative market share of the organization and the market growth of these strategic business units. The steps to be followed in this analysis is as follows:

• Identify the relative market share of each strategic business unit.
• Identify the market growth of each strategic business unit.
• Place these strategic business units in one of four categories. Question Marks are those strategic business units with high market share and low market growth rate. Stars are those strategic business units with high market share and high market growth rate. Cash Cows are those strategic business units with high market share and low market growth rate. Dogs are those strategic business units with low market share and low growth rate.
• Relevant strategies should be implemented for each strategic business unit depending on its position in the matrix.

The strategies identified from the Paytm Accelerating Growth through Diversification BCG matrix and included in the case pdf. These are either to further develop the product, penetrate the market, develop the market, diversification, investing or divesting.

Ansoff Matrix of Paytm Accelerating Growth through Diversification

Ansoff Matrix is an important strategic tool to come up with future strategies for Paytm Accelerating Growth through Diversification in the case solution. It helps decide whether an organization should pursue future expansion in new markets and products or should it focus on existing markets and products.

• The organization can penetrate into existing markets with its existing products. This is known as market penetration strategy.
• The organization can develop new products for the existing market. This is known as product development strategy.
• The organization can enter new markets with its existing products. This is known as market development strategy.
• The organization can enter into new markets with new products. This is known as a diversification strategy.

The choice of strategy depends on the analysis of the previous tools used and the level of risk the organization is willing to take.

Marketing Mix of Paytm Accelerating Growth through Diversification

Paytm Accelerating Growth through Diversification needs to bring out certain responses from the market that it targets. To do so, it will need to use the marketing mix, which serves as a tool in helping bring out responses from the market. The 4 elements of the marketing mix are Product, Price, Place and Promotions. The following steps are required to carry out a marketing mix analysis and include this in the case study analysis.

• Analyse the company’s products and devise strategies to improve the product offering of the company.
• Analyse the company’s price points and devise strategies that could be based on competition, value or cost.
• Analyse the company’s promotion mix. This includes the advertisement, public relations, personal selling, sales promotion, and direct marketing. Strategies will be devised which makes use of a few or all of these elements.
• Analyse the company’s distribution and reach. Strategies can be devised to improve the availability of the company’s products.

Paytm Accelerating Growth through Diversification Blue Ocean Strategy

The strategies devised and included in the Paytm Accelerating Growth through Diversification case memo should have a blue ocean strategy. A blue ocean strategy is a strategy that involves firms seeking uncontested market spaces, which makes the competition of the company irrelevant. It involves coming up with new and unique products or ideas through innovation. This gives the organization a competitive advantage over other firms, unlike a red ocean strategy.

Competitors analysis of Paytm Accelerating Growth through Diversification

The PESTEL analysis discussed previously looked at the macro environmental factors affecting business, but not the microenvironmental factors. One of the microenvironmental factors are competitors, which are addressed by a competitor analysis. The Competitors analysis of Paytm Accelerating Growth through Diversification looks at the direct and indirect competitors within the industry that it operates in.

• This involves a detailed analysis of their actions and how these would affect the future strategies of Paytm Accelerating Growth through Diversification.
• It involves looking at the current market share of the company and its competitors.
• It should compare the marketing mix elements of competitors, their supply chain, human resources, financial strength etc.
• It also should look at the potential opportunities and threats that these competitors pose on the company.

Organisation of the Analysis into Paytm Accelerating Growth through Diversification Case Study Solution

Once various tools have been used to analyse the case, the findings of this analysis need to be incorporated into practical and actionable solutions. These solutions will also be the Paytm Accelerating Growth through Diversification case answers. These are usually in the form of strategies that the organisation can adopt. The following step-by-step procedure can be used to organise the Harvard Business case solution and recommendations:

• The first step of the solution is to come up with a corporate level strategy for the organisation. This part consists of solutions that address issues faced by the organisation on a strategic level. This could include suggestions, changes or recommendations to the company's vision, mission and its strategic objectives. It can include recommendations on how the organisation can work towards achieving these strategic objectives. Furthermore, it needs to be explained how the stated recommendations will help in solving the main issue mentioned in the case and where the company will stand in the future as a result of these.
• The second step of the solution is to come up with a business level strategy. The HBR case studies may present issues faced by a part of the organisation. For example, the issues may be stated for marketing and the role of a marketing manager needs to be assumed. So, recommendations and suggestions need to address the strategy of the marketing department in this case. Therefore, the strategic objectives of this business unit (Marketing) will be laid down in the solutions and recommendations will be made as to how to achieve these objectives. Similar would be the case for any other business unit or department such as human resources, finance, IT etc. The important thing to note here is that the business level strategy needs to be aligned with the overall corporate strategy of the organisation. For example, if one suggests the organisation to focus on differentiation for competitive advantage as a corporate level strategy, then it can't be recommended for the Paytm Accelerating Growth through Diversification Case Study Solution that the business unit should focus on costs.
• The third step is not compulsory but depends from case to case. In some HBR case studies, one may be required to analyse an issue at a department. This issue may be analysed for a manager or employee as well. In these cases, recommendations need to be made for these people. The solution may state that objectives that these people need to achieve and how these objectives would be achieved.

The case study analysis and solution, and Paytm Accelerating Growth through Diversification case answers should be written down in the Paytm Accelerating Growth through Diversification case memo, clearly identifying which part shows what. The Paytm Accelerating Growth through Diversification case should be in a professional format, presenting points clearly that are well understood by the reader.

Alternate solution to the Paytm Accelerating Growth through Diversification HBR case study

It is important to have more than one solution to the case study. This is the alternate solution that would be implemented if the original proposed solution is found infeasible or impossible due to a change in circumstances. The alternate solution for Paytm Accelerating Growth through Diversification is presented in the same way as the original solution, where it consists of a corporate level strategy, business level strategy and other recommendations.

Implementation of Paytm Accelerating Growth through Diversification Case Solution

The case study does not end at just providing recommendations to the issues at hand. One is also required to provide how these recommendations would be implemented. This is shown through a proper implementation framework. A detailed implementation framework helps in distinguishing between an average and an above average case study answer. A good implementation framework shows the proposed plan and how the organisations' resources would be used to achieve the objectives. It also lays down the changes needed to be made as well as the assumptions in the process.

• A proper implementation framework shows that one has clearly understood the case study and the main issue within it.
• It shows that one has been clarified with the HBR fundamentals on the topic.
• It shows that the details provided in the case have been properly analysed.
• It shows that one has developed an ability to prioritise recommendations and how these could be successfully implemented.
• The implementation framework also helps by removing out any recommendations that are not practical or actionable as these could not be implemented. Therefore, the implementation framework ensures that the solution to the Paytm Accelerating Growth through Diversification Harvard case is complete and properly answered.

Recommendations and Action Plan for Paytm Accelerating Growth through Diversification case analysis

For Paytm Accelerating Growth through Diversification, based on the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis, the recommendations and action plan are as follows:

• Paytm Accelerating Growth through Diversification should focus on making use of its strengths identified from the VRIO analysis to make the most of the opportunities identified from the PESTEL.
• Paytm Accelerating Growth through Diversification should enhance the value creating activities within its value chain.
• Paytm Accelerating Growth through Diversification should invest in its stars and cash cows, while getting rid of the dogs identified from the BCG Matrix analysis.
• To achieve its overall corporate and business level objectives, it should make use of the marketing mix tools to obtain desired results from its target market.

Baron, E. (2015). How They Teach the Case Method At Harvard Business School. Retrieved from https://poetsandquants.com/2015/09/29/how-they-teach-the-case-method-at-harvard-business-school/

Bartol. K, & Martin, D. (1998). Management, 3rd edition. Boston: Irwin McGrawHill.

Free Management E-Books. (2013a). PESTLE Analysis. Retrieved from http://www.free-management-ebooks.com/dldebk-pdf/fme-pestle-analysis.pdf

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Rastogi, N., & Trivedi, M. K. (2016). PESTLE Technique–a Tool to Identify External Risks in Construction Projects. International Research Journal of Engineering and Technology (IRJET), 3(1), 384-388.

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G.O.A.T – a house of D2C brands raises $21mn

Wooden street opens 98th store in chennai.

MobiKwik claims to be largest digital wallet player in terms of transaction value

Paytm Payments Bank Limited (PPBL) came under regulatory glare as RBI ordered it to stop accepting new deposits in its accounts and its digital wallet from March

New Delhi : Paytm founder Vijay Shekhar Sharma on Saturday spoke about his learnings from the RBI action on Paytm Payments Bank, admitting that it was an emotional setback at a personal level while professionally it was a lesson learnt about fulfilling responsibilities better.

Without mincing words, Sharma said “at a professional level, I would say we should have done better, there are no secrets about it, we had responsibilities, we should have fulfilled much better.”

Speaking at the 7th JIIF Foundation day, Sharma was asked about Reserve Bank of India (RBI’s) action on Paytm Payments Bank and how it impacted him as a founder who had painstakingly built his company. Sharma said individually it was an emotional setback, and that professionally “obviously we learnt a lesson, and we are much better…”

Sharma admitted he has been through more challenging moments.

“When I was fundraising 2013-2014-2015 timeframe, our funds were drying up… I thought if we disappear (go down) no one will be bothered. Today it matters. As a founder, metaphorically speaking… my company is like my daughter…as a company we were getting mature… it is just as if a daughter who is a school topper has met with an accident on way to an entrance test… that is the kind of feeling which is little personal, emotional feeling.

“But at a professional level, I would say we should have done better, there are no secrets about it, we should have understood better… we had responsibilities, we should have fulfilled much better,” he said.

Earlier this year, Paytm Payments Bank Limited (PPBL) came under regulatory glare as RBI ordered it to stop accepting new deposits in its accounts and its digital wallet from March on the grounds of “material supervisory concerns” and non-compliance with rules.

On Saturday, Sharma addressed questions about his dreams and ambitions, and his highs and lows.

Sharma said that his personal ambition is to build a USD 100-billion company, and added that he wants the Paytm brand to be recognised globally, as an Indian company.

He further said that listing a company brings “lot more responsibility and maturity” which has its own value and joy.

On a lighter note, he drew a parallel between taking a company public and getting married saying, “just like everyone should get married, it is part of life…. similarly keeping a company private, is like staying a bachelor.”

“It is a great opportunity to be listed, and jokes apart… ultimately it differentiates the men from the boys,” he said.

Asked how he felt after erosion in share price of One97 Communications (the parent company of Paytm) post its listing, Sharma said his focus was and is always on company’s fundamentals and business dynamics.

“I always wondered…do we have a great, healthy company that will continue to build business, free cash and invest. That matters more… Public market matters because it is a responsibility… but public markets are beyond you, they have many more variables and limitations, and things which are not in your control,” he observed.

As a company, Paytm works hard in its business, he said, adding, “stock market or public market will understand in due course and things will sort out in due course”.

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After Supreme Court ruling, judge considers Trump's immunity claim in classified docs case

Donald Trump is seeking to build on his Supreme Court victory, which provided immunity from criminal prosecution for his official acts as president, by asking judges in his federal classified documents case and in his New York hush money conviction to throw out all of those charges.

U.S. District Judge Aileen Cannon postponed deadlines Saturday to debate evidence in the classified documents case and instead asked for written arguments about Trump’s immunity in the next two weeks.

Trump’s lawyers asked Cannon on Friday to halt all action in the classified documents case until she rules whether the charges are valid.

New York Judge Juan Merchan postponed sentencing Trump for his hush-money conviction of 34 counts of falsifying business records, which had been scheduled for Thursday, until September.

When the Supreme Court formally returns the election-interference case to U.S. District Judge Tanya Chutkan, she must weigh which charges are still valid to prosecute.

Neither Justice Department special counsel Jack Smith nor Manhattan District Attorney Alvin Bragg has responded to the Supreme Court’s decision yet.

Trump’s lawyers, Todd Blanche and Christopher Kise, have argued the high court’s ruling means each of the judges will have to determine which conduct is official or unofficial – and not use any official conduct as evidence for charges against unofficial conduct.

Here is where the cases stand:

Supreme Court orders 'close analysis' of whether Trump conduct was unofficial

The reason for uncertainty about criminal charges against Trump is because no former president has ever been charged before and the Supreme Court hadn’t ruled on whether they could be.

Until July 1. That’s when Chief Justice John Roberts wrote for a 6-3 majority that former presidents can’t be tried for their official acts, but could potentially be charged for unofficial acts.

The ruling said presidents discussing policy with executive agencies can’t even be questioned about their motives. This ruled out charges involving Trump urging his acting attorney general to pursue allegations of election fraud with officials in swing states.

But the ruling left open the possibility of charges dealing with Trump’s recruitment of fake presidential electors to support him in states President Joe Biden won. Roberts wrote that determining whether Trump's pressure on then-Vice President Mike Pence "requires a close analysis of the indictment’s extensive and interrelated allegations."

“The President is not above the law,” Roberts wrote. “But under our system of separated powers, the President may not be prosecuted for exercising his core constitutional powers, and he is entitled to at least presumptive immunity from prosecution for his official acts."

Trial judges must now determine whether Trump’s conduct for the various charges was official or unofficial.

Judge postpones filings in classified documents case to study Trump's immunity claim

Trump was charged with retaining national defense records and conspiring to hide them from government authorities until FBI agents seized them during a search of Mar-a-Lago, his Florida estate, in August 2022.

Prosecutors have noted the entire case involves conduct after Trump left the White House in January 2021. Smith's team office said Trump did not have legal authority to designate secret national security documents as personal records and send them to his private home. But Trump’s lawyers have argued his decision to ship the documents to Mar-a-Lago was an official act.

In an order Saturday, Cannon scrapped a Monday deadline for Trump to disclose his experts and Wednesday deadlines for prosecutors and defense lawyers to share more evidence in the case.

Instead, Cannon set a deadline July 18 for Smith to respond to Trump’s request for immunity. Trump will have until July 21 to respond.

Cannon hasn’t set a date for a hearing, but said she could still collect more evidence.

Trump’s lawyers want Cannon to only move forward on two issues in the case: Smith's request for a gag order preventing Trump from making comments that could incite threats against FBI agents working the case, and whether Smith was properly appointed to his job as special counsel.

In the Supreme Court’s ruling on immunity, Justice Clarence Thomas, wrote  a concurrence  questioning Smith's appointment, even though that wasn't at issue in the case and many special counsels have been previously appointed under similar circumstances.

Judge in federal election interference must also determine unofficial conduct

The Supreme Court hasn’t formally returned Trump’s election-interference case to Chutkan, under what is called a “mandate,” which might not happen until Aug. 2.

“The judgment or mandate of this Court will not issue for at least thirty-two days,” Supreme Court clerk Scott Harris wrote July 1 to the D.C. Circuit Court of Appeals.

Chutkan will have to review which charges – if any – can go to trial once she gets the case back.

New York sentencing postponed because of potential immunity

Merchan previously postponed sentencing Trump in the hush-money case, which had been scheduled Thursday, until Sept. 18.

But that’s only if necessary. Merchan plans to decide Sept. 6 whether Trump is immune from the charges, even though his case involves state charges and the Supreme Court was reviewing federal charges.

Trump was convicted May 30 of falsifying records to hide his reimbursement to private lawyer Michael Cohen, who paid $130,000 to silence porn actress Stormy Daniels about alleged sex with Trump before the 2016 election.

The financial arrangements between Cohen and Daniels happened before Trump was elected president. But his series of 11 payments to Cohen – through his private company – happened the first year of his presidency.

Merchan previously ruled that Trump filed an immunity argument in the case too late to be considered.

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Decomposition analysis of carbon emission drivers and peaking pathways for key sectors under china’s dual carbon goals: a case study of jiangxi province, china.

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Jiang, X.; Xie, F. Decomposition Analysis of Carbon Emission Drivers and Peaking Pathways for Key Sectors under China’s Dual Carbon Goals: A Case Study of Jiangxi Province, China. Sustainability 2024 , 16 , 5811. https://doi.org/10.3390/su16135811

Jiang X, Xie F. Decomposition Analysis of Carbon Emission Drivers and Peaking Pathways for Key Sectors under China’s Dual Carbon Goals: A Case Study of Jiangxi Province, China. Sustainability . 2024; 16(13):5811. https://doi.org/10.3390/su16135811

Jiang, Xinjie, and Fengjun Xie. 2024. "Decomposition Analysis of Carbon Emission Drivers and Peaking Pathways for Key Sectors under China’s Dual Carbon Goals: A Case Study of Jiangxi Province, China" Sustainability 16, no. 13: 5811. https://doi.org/10.3390/su16135811

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Medical terms in lay language.

Please use these descriptions in place of medical jargon in consent documents, recruitment materials and other study documents. Note: These terms are not the only acceptable plain language alternatives for these vocabulary words.

This glossary of terms is derived from a list copyrighted by the University of Kentucky, Office of Research Integrity (1990).

For clinical research-specific definitions, see also the Clinical Research Glossary developed by the Multi-Regional Clinical Trials (MRCT) Center of Brigham and Women’s Hospital and Harvard  and the Clinical Data Interchange Standards Consortium (CDISC) .

Alternative Lay Language for Medical Terms for use in Informed Consent Documents

A   B   C   D   E   F   G   H   I  J  K   L   M   N   O   P   Q   R   S   T   U   V   W  X  Y  Z

ABDOMEN/ABDOMINAL body cavity below diaphragm that contains stomach, intestines, liver and other organs ABSORB take up fluids, take in ACIDOSIS condition when blood contains more acid than normal ACUITY clearness, keenness, esp. of vision and airways ACUTE new, recent, sudden, urgent ADENOPATHY swollen lymph nodes (glands) ADJUVANT helpful, assisting, aiding, supportive ADJUVANT TREATMENT added treatment (usually to a standard treatment) ANTIBIOTIC drug that kills bacteria and other germs ANTIMICROBIAL drug that kills bacteria and other germs ANTIRETROVIRAL drug that works against the growth of certain viruses ADVERSE EFFECT side effect, bad reaction, unwanted response ALLERGIC REACTION rash, hives, swelling, trouble breathing AMBULATE/AMBULATION/AMBULATORY walk, able to walk ANAPHYLAXIS serious, potentially life-threatening allergic reaction ANEMIA decreased red blood cells; low red cell blood count ANESTHETIC a drug or agent used to decrease the feeling of pain, or eliminate the feeling of pain by putting you to sleep ANGINA pain resulting from not enough blood flowing to the heart ANGINA PECTORIS pain resulting from not enough blood flowing to the heart ANOREXIA disorder in which person will not eat; lack of appetite ANTECUBITAL related to the inner side of the forearm ANTIBODY protein made in the body in response to foreign substance ANTICONVULSANT drug used to prevent seizures ANTILIPEMIC a drug that lowers fat levels in the blood ANTITUSSIVE a drug used to relieve coughing ARRHYTHMIA abnormal heartbeat; any change from the normal heartbeat ASPIRATION fluid entering the lungs, such as after vomiting ASSAY lab test ASSESS to learn about, measure, evaluate, look at ASTHMA lung disease associated with tightening of air passages, making breathing difficult ASYMPTOMATIC without symptoms AXILLA armpit

BENIGN not malignant, without serious consequences BID twice a day BINDING/BOUND carried by, to make stick together, transported BIOAVAILABILITY the extent to which a drug or other substance becomes available to the body BLOOD PROFILE series of blood tests BOLUS a large amount given all at once BONE MASS the amount of calcium and other minerals in a given amount of bone BRADYARRHYTHMIAS slow, irregular heartbeats BRADYCARDIA slow heartbeat BRONCHOSPASM breathing distress caused by narrowing of the airways

CARCINOGENIC cancer-causing CARCINOMA type of cancer CARDIAC related to the heart CARDIOVERSION return to normal heartbeat by electric shock CATHETER a tube for withdrawing or giving fluids CATHETER a tube placed near the spinal cord and used for anesthesia (indwelling epidural) during surgery CENTRAL NERVOUS SYSTEM (CNS) brain and spinal cord CEREBRAL TRAUMA damage to the brain CESSATION stopping CHD coronary heart disease CHEMOTHERAPY treatment of disease, usually cancer, by chemical agents CHRONIC continuing for a long time, ongoing CLINICAL pertaining to medical care CLINICAL TRIAL an experiment involving human subjects COMA unconscious state COMPLETE RESPONSE total disappearance of disease CONGENITAL present before birth CONJUNCTIVITIS redness and irritation of the thin membrane that covers the eye CONSOLIDATION PHASE treatment phase intended to make a remission permanent (follows induction phase) CONTROLLED TRIAL research study in which the experimental treatment or procedure is compared to a standard (control) treatment or procedure COOPERATIVE GROUP association of multiple institutions to perform clinical trials CORONARY related to the blood vessels that supply the heart, or to the heart itself CT SCAN (CAT) computerized series of x-rays (computerized tomography) CULTURE test for infection, or for organisms that could cause infection CUMULATIVE added together from the beginning CUTANEOUS relating to the skin CVA stroke (cerebrovascular accident)

DERMATOLOGIC pertaining to the skin DIASTOLIC lower number in a blood pressure reading DISTAL toward the end, away from the center of the body DIURETIC "water pill" or drug that causes increase in urination DOPPLER device using sound waves to diagnose or test DOUBLE BLIND study in which neither investigators nor subjects know what drug or treatment the subject is receiving DYSFUNCTION state of improper function DYSPLASIA abnormal cells

ECHOCARDIOGRAM sound wave test of the heart EDEMA excess fluid collecting in tissue EEG electric brain wave tracing (electroencephalogram) EFFICACY effectiveness ELECTROCARDIOGRAM electrical tracing of the heartbeat (ECG or EKG) ELECTROLYTE IMBALANCE an imbalance of minerals in the blood EMESIS vomiting EMPIRIC based on experience ENDOSCOPIC EXAMINATION viewing an  internal part of the body with a lighted tube  ENTERAL by way of the intestines EPIDURAL outside the spinal cord ERADICATE get rid of (such as disease) Page 2 of 7 EVALUATED, ASSESSED examined for a medical condition EXPEDITED REVIEW rapid review of a protocol by the IRB Chair without full committee approval, permitted with certain low-risk research studies EXTERNAL outside the body EXTRAVASATE to leak outside of a planned area, such as out of a blood vessel

FDA U.S. Food and Drug Administration, the branch of federal government that approves new drugs FIBROUS having many fibers, such as scar tissue FIBRILLATION irregular beat of the heart or other muscle

GENERAL ANESTHESIA pain prevention by giving drugs to cause loss of consciousness, as during surgery GESTATIONAL pertaining to pregnancy

HEMATOCRIT amount of red blood cells in the blood HEMATOMA a bruise, a black and blue mark HEMODYNAMIC MEASURING blood flow HEMOLYSIS breakdown in red blood cells HEPARIN LOCK needle placed in the arm with blood thinner to keep the blood from clotting HEPATOMA cancer or tumor of the liver HERITABLE DISEASE can be transmitted to one’s offspring, resulting in damage to future children HISTOPATHOLOGIC pertaining to the disease status of body tissues or cells HOLTER MONITOR a portable machine for recording heart beats HYPERCALCEMIA high blood calcium level HYPERKALEMIA high blood potassium level HYPERNATREMIA high blood sodium level HYPERTENSION high blood pressure HYPOCALCEMIA low blood calcium level HYPOKALEMIA low blood potassium level HYPONATREMIA low blood sodium level HYPOTENSION low blood pressure HYPOXEMIA a decrease of oxygen in the blood HYPOXIA a decrease of oxygen reaching body tissues HYSTERECTOMY surgical removal of the uterus, ovaries (female sex glands), or both uterus and ovaries

IATROGENIC caused by a physician or by treatment IDE investigational device exemption, the license to test an unapproved new medical device IDIOPATHIC of unknown cause IMMUNITY defense against, protection from IMMUNOGLOBIN a protein that makes antibodies IMMUNOSUPPRESSIVE drug which works against the body's immune (protective) response, often used in transplantation and diseases caused by immune system malfunction IMMUNOTHERAPY giving of drugs to help the body's immune (protective) system; usually used to destroy cancer cells IMPAIRED FUNCTION abnormal function IMPLANTED placed in the body IND investigational new drug, the license to test an unapproved new drug INDUCTION PHASE beginning phase or stage of a treatment INDURATION hardening INDWELLING remaining in a given location, such as a catheter INFARCT death of tissue due to lack of blood supply INFECTIOUS DISEASE transmitted from one person to the next INFLAMMATION swelling that is generally painful, red, and warm INFUSION slow injection of a substance into the body, usually into the blood by means of a catheter INGESTION eating; taking by mouth INTERFERON drug which acts against viruses; antiviral agent INTERMITTENT occurring (regularly or irregularly) between two time points; repeatedly stopping, then starting again INTERNAL within the body INTERIOR inside of the body INTRAMUSCULAR into the muscle; within the muscle INTRAPERITONEAL into the abdominal cavity INTRATHECAL into the spinal fluid INTRAVENOUS (IV) through the vein INTRAVESICAL in the bladder INTUBATE the placement of a tube into the airway INVASIVE PROCEDURE puncturing, opening, or cutting the skin INVESTIGATIONAL NEW DRUG (IND) a new drug that has not been approved by the FDA INVESTIGATIONAL METHOD a treatment method which has not been proven to be beneficial or has not been accepted as standard care ISCHEMIA decreased oxygen in a tissue (usually because of decreased blood flow)

LAPAROTOMY surgical procedure in which an incision is made in the abdominal wall to enable a doctor to look at the organs inside LESION wound or injury; a diseased patch of skin LETHARGY sleepiness, tiredness LEUKOPENIA low white blood cell count LIPID fat LIPID CONTENT fat content in the blood LIPID PROFILE (PANEL) fat and cholesterol levels in the blood LOCAL ANESTHESIA creation of insensitivity to pain in a small, local area of the body, usually by injection of numbing drugs LOCALIZED restricted to one area, limited to one area LUMEN the cavity of an organ or tube (e.g., blood vessel) LYMPHANGIOGRAPHY an x-ray of the lymph nodes or tissues after injecting dye into lymph vessels (e.g., in feet) LYMPHOCYTE a type of white blood cell important in immunity (protection) against infection LYMPHOMA a cancer of the lymph nodes (or tissues)

MALAISE a vague feeling of bodily discomfort, feeling badly MALFUNCTION condition in which something is not functioning properly MALIGNANCY cancer or other progressively enlarging and spreading tumor, usually fatal if not successfully treated MEDULLABLASTOMA a type of brain tumor MEGALOBLASTOSIS change in red blood cells METABOLIZE process of breaking down substances in the cells to obtain energy METASTASIS spread of cancer cells from one part of the body to another METRONIDAZOLE drug used to treat infections caused by parasites (invading organisms that take up living in the body) or other causes of anaerobic infection (not requiring oxygen to survive) MI myocardial infarction, heart attack MINIMAL slight MINIMIZE reduce as much as possible Page 4 of 7 MONITOR check on; keep track of; watch carefully MOBILITY ease of movement MORBIDITY undesired result or complication MORTALITY death MOTILITY the ability to move MRI magnetic resonance imaging, diagnostic pictures of the inside of the body, created using magnetic rather than x-ray energy MUCOSA, MUCOUS MEMBRANE moist lining of digestive, respiratory, reproductive, and urinary tracts MYALGIA muscle aches MYOCARDIAL pertaining to the heart muscle MYOCARDIAL INFARCTION heart attack

NASOGASTRIC TUBE placed in the nose, reaching to the stomach NCI the National Cancer Institute NECROSIS death of tissue NEOPLASIA/NEOPLASM tumor, may be benign or malignant NEUROBLASTOMA a cancer of nerve tissue NEUROLOGICAL pertaining to the nervous system NEUTROPENIA decrease in the main part of the white blood cells NIH the National Institutes of Health NONINVASIVE not breaking, cutting, or entering the skin NOSOCOMIAL acquired in the hospital

OCCLUSION closing; blockage; obstruction ONCOLOGY the study of tumors or cancer OPHTHALMIC pertaining to the eye OPTIMAL best, most favorable or desirable ORAL ADMINISTRATION by mouth ORTHOPEDIC pertaining to the bones OSTEOPETROSIS rare bone disorder characterized by dense bone OSTEOPOROSIS softening of the bones OVARIES female sex glands

PARENTERAL given by injection PATENCY condition of being open PATHOGENESIS development of a disease or unhealthy condition PERCUTANEOUS through the skin PERIPHERAL not central PER OS (PO) by mouth PHARMACOKINETICS the study of the way the body absorbs, distributes, and gets rid of a drug PHASE I first phase of study of a new drug in humans to determine action, safety, and proper dosing PHASE II second phase of study of a new drug in humans, intended to gather information about safety and effectiveness of the drug for certain uses PHASE III large-scale studies to confirm and expand information on safety and effectiveness of new drug for certain uses, and to study common side effects PHASE IV studies done after the drug is approved by the FDA, especially to compare it to standard care or to try it for new uses PHLEBITIS irritation or inflammation of the vein PLACEBO an inactive substance; a pill/liquid that contains no medicine PLACEBO EFFECT improvement seen with giving subjects a placebo, though it contains no active drug/treatment PLATELETS small particles in the blood that help with clotting POTENTIAL possible POTENTIATE increase or multiply the effect of a drug or toxin (poison) by giving another drug or toxin at the same time (sometimes an unintentional result) POTENTIATOR an agent that helps another agent work better PRENATAL before birth PROPHYLAXIS a drug given to prevent disease or infection PER OS (PO) by mouth PRN as needed PROGNOSIS outlook, probable outcomes PRONE lying on the stomach PROSPECTIVE STUDY following patients forward in time PROSTHESIS artificial part, most often limbs, such as arms or legs PROTOCOL plan of study PROXIMAL closer to the center of the body, away from the end PULMONARY pertaining to the lungs

QD every day; daily QID four times a day

RADIATION THERAPY x-ray or cobalt treatment RANDOM by chance (like the flip of a coin) RANDOMIZATION chance selection RBC red blood cell RECOMBINANT formation of new combinations of genes RECONSTITUTION putting back together the original parts or elements RECUR happen again REFRACTORY not responding to treatment REGENERATION re-growth of a structure or of lost tissue REGIMEN pattern of giving treatment RELAPSE the return of a disease REMISSION disappearance of evidence of cancer or other disease RENAL pertaining to the kidneys REPLICABLE possible to duplicate RESECT remove or cut out surgically RETROSPECTIVE STUDY looking back over past experience

SARCOMA a type of cancer SEDATIVE a drug to calm or make less anxious SEMINOMA a type of testicular cancer (found in the male sex glands) SEQUENTIALLY in a row, in order SOMNOLENCE sleepiness SPIROMETER an instrument to measure the amount of air taken into and exhaled from the lungs STAGING an evaluation of the extent of the disease STANDARD OF CARE a treatment plan that the majority of the medical community would accept as appropriate STENOSIS narrowing of a duct, tube, or one of the blood vessels in the heart STOMATITIS mouth sores, inflammation of the mouth STRATIFY arrange in groups for analysis of results (e.g., stratify by age, sex, etc.) STUPOR stunned state in which it is difficult to get a response or the attention of the subject SUBCLAVIAN under the collarbone SUBCUTANEOUS under the skin SUPINE lying on the back SUPPORTIVE CARE general medical care aimed at symptoms, not intended to improve or cure underlying disease SYMPTOMATIC having symptoms SYNDROME a condition characterized by a set of symptoms SYSTOLIC top number in blood pressure; pressure during active contraction of the heart

TERATOGENIC capable of causing malformations in a fetus (developing baby still inside the mother’s body) TESTES/TESTICLES male sex glands THROMBOSIS clotting THROMBUS blood clot TID three times a day TITRATION a method for deciding on the strength of a drug or solution; gradually increasing the dose T-LYMPHOCYTES type of white blood cells TOPICAL on the surface TOPICAL ANESTHETIC applied to a certain area of the skin and reducing pain only in the area to which applied TOXICITY side effects or undesirable effects of a drug or treatment TRANSDERMAL through the skin TRANSIENTLY temporarily TRAUMA injury; wound TREADMILL walking machine used to test heart function

UPTAKE absorbing and taking in of a substance by living tissue

VALVULOPLASTY plastic repair of a valve, especially a heart valve VARICES enlarged veins VASOSPASM narrowing of the blood vessels VECTOR a carrier that can transmit disease-causing microorganisms (germs and viruses) VENIPUNCTURE needle stick, blood draw, entering the skin with a needle VERTICAL TRANSMISSION spread of disease

WBC white blood cell