Brands
Snack to the future as Buybuycart rolls out B2 Premium private label
MUMBAI: When supermarkets start thinking premium, the snack aisle gets a serious upgrade. Buybuycart has expanded its private label strategy with the launch of B2 Premium, a new range of snacks and food products aimed at high-frequency, everyday consumption categories. The move marks a deliberate push to strengthen Buybuycart’s in-house portfolio as competition intensifies across India’s organised retail space.
Positioned as a quality-first offering, B2 Premium spans a wide assortment that includes dry fruits, flavoured makhana, chips, cookies, cakes, candies, tea, condiments and other pantry staples. The range is designed to balance taste and nutrition, with products processed and sourced to retain natural flavour and nutrients, making them suitable for both daily use and gifting.
According to Buybuycart director and co-founder Ashish Pandey the private label expansion is a key step in building a more robust product ecosystem. He noted that the B2 Premium range is expected to be distributed across 200 to 300 Buybuycart franchise stores nationwide, significantly widening reach and accessibility while reinforcing the brand’s value proposition for franchise partners.
The products will be available across Buybuycart’s offline franchise network as well as online through Amazon and the company’s official website. Select items will also be accessible via the company’s quick-commerce offering, Buybuycart – Grocery in Minutes, which is currently being rolled out in markets where franchise stores are operational.
With B2 Premium, Buybuycart joins a growing list of Indian retailers betting on private labels to drive margins, loyalty and scale. By stepping deeper into everyday food categories, the chain is signalling that in modern retail, owning the shelf increasingly means owning the brand on it.
Brands
Rakesh Menon joins Paytm as avp – lending
Fintech product leader takes on new role after building digital lending, payments and credit products across fintech ecosystem
MUMBAI: Rakesh Menon has joined Paytm as assistant vice president – lending, taking on a new role focused on strengthening the company’s lending and credit products.
Prior to this, Menon worked at Profectus Capital Pvt Ltd as chief manager – payments based financing and digital lending.
At Profectus, he designed and launched digital credit products for merchants with variable cash flows, including overdraft-linked and revenue-share lending models. He led end-to-end LOS–LMS API integrations with payment partners and aggregators, enabling real-time underwriting, disbursal and repayment workflows.
He also worked on funnel optimisation initiatives using journey analytics, improving onboarding, KYC and disbursal conversion by 35 per cent. He developed ecosystem partnerships for transaction-data-based credit assessment and automated settlement systems, and collaborated with credit and data science teams to strengthen risk models and early delinquency detection.
Menon standardised partner onboarding and API frameworks, reducing go-live timelines by 40 per cent and improving digital scalability.
Before Profectus Capital, he worked at PayU as senior manager – presales lead – enterprise business from August 2022 to August 2023. He set up a national presales function for fintech and digital commerce clients, aligning solutions such as EMI, BNPL, BBPS and offer engines to merchant requirements.
He also helped improve conversion rates by around 15 per cent through merchant persona mapping, demo frameworks and structured sales playbooks, working closely with product and go-to-market teams.
From April 2019 to July 2022, Menon served as business unit head – SMB – direct acquisitions at Worldline, where he built the SMB online payments vertical from scratch. The business scaled to Rs 2,500 crore in annual transaction volume, growing at 45 per cent year-on-year.
During this period, he introduced paperless onboarding processes including eKYC and eSign, developed partner dashboards and CRM automation systems, and integrated platforms such as Shopify, WooCommerce and Tally to expand merchant adoption.
Across roles, Menon has worked across digital lending, payments and merchant financing, with experience in product development, ecosystem partnerships, API integrations and fintech-led growth strategies.
At Paytm, he will focus on scaling lending products and strengthening digital credit infrastructure within the company’s financial services ecosystem.
His appointment comes as fintech firms continue to expand their lending and embedded finance offerings in a competitive market.
