MAM
Fatakpay appoints Ashwin Shetty as branding and communications head
Fintech platform taps marketing veteran to sharpen brand narrative and trust
MUMBAI: In the crowded world of digital lending, cutting through the noise now needs more than algorithms, it needs a story people remember. Fatakpay has appointed marketing and brand strategist Ashwin Shetty as head of branding and communications, signalling the digital lending platform’s push to strengthen its consumer positioning as competition in India’s fintech sector intensifies. Shetty joins the company with nearly two decades of experience spanning fintech, gaming, retail and e-commerce, bringing with him a track record of building marketing engines designed not just for visibility, but for measurable growth.
His appointment comes at a time when digital lenders are increasingly competing on trust, customer engagement and long-term brand recall not merely speed of credit disbursal.
Before joining Fatakpay, Shetty held leadership positions at Home Credit India, Future Group India and Delta Corp Ltd. At Home Credit India, he worked on brand strategy while driving P&L-linked marketing outcomes and digital customer acquisition. At Future Group, he focused on customer loyalty, omni-channel commerce and improving basket values across retail operations.
At Delta Corp, he led the rollout of a loyalty programme that boosted user retention, revenue and deposits across the gaming business experience that could prove valuable as fintech firms look to deepen user stickiness in an increasingly competitive market.
In his new role, Shetty will oversee Fatakpay’s branding, communications and customer engagement strategy, with the company aiming to build a sharper identity in the fast-evolving digital lending ecosystem.
The move also reflects a broader trend across India’s fintech industry, where brands are investing heavily in marketing leadership as customer acquisition costs rise and regulatory scrutiny pushes platforms to focus more on transparency and trust-led communication.
For Fatakpay, the message is becoming clear, in a lending market flooded with apps, visibility may win clicks, but credibility is what keeps users coming back.
