Trust & Transparency: Home Credit’s recipe for seamless financing, says Ashish Tiwari

This festive season, Home Credit India is celebrating with its vibrant new campaign, #UpgradeWaliDiwali, an extension of its signature brand philosophy, #ZindagiHit. The video portrays how a joint family navigates Diwali preparations, where a thoughtful gesture from a son bridges the generational gap, highlighting that true heroes are those who share responsibilities together.

As Ashish Tiwari, Chief Marketing Officer, notes, “Festivals in India are all about emotions, togetherness, and fulfilling dreams. With #UpgradeWaaliDiwali, we wanted to capture this spirit while showing how Home Credit India is enabling families to celebrate without compromise.”

Enabling Aspirations This Festive Season

Home Credit India’s focus lies in empowering consumers to fulfill their aspirations. As an enabler in the consumer durables segment, it plays a vital role in helping people purchase the products they desire. With festive season sales contributing nearly 30–35% of annual consumer mobile sales, this period holds immense significance for the consumer finance company. The company looks to tap into its target group’s dreams and aspirations of not just the individual but of the whole family. This very sentiment forms the heart of its Upgrade Wali Diwali campaign, which captures how multiple generations come together to celebrate the season.

Celebrating Family Bonds with #UpgradeWaliDiwali

For Home Credit, every campaign begins with one core philosophy being a trusted partner in helping consumers create moments that make “Zindagi Hit.” As Ashish Tiwari explains, “Our brand philosophy revolves around being a partner to our consumers in creating moments they can cherish and extract the best out of life.”

This Diwali is captured by showcasing the dynamics existing in Indian households. “When we looked at this Diwali season, we realized that one phenomenon that happens in every home is how two or three different generations come together to celebrate,” says Tiwari. However, he notes that, “not everything you say always lands in the same way. While the intent can be the best, the execution can become challenging.”

The campaign film reflects this nuance through a narrative of a father and son with differing viewpoints. “It’s a very sweet story of a family, how they are still at their core thinking about each other and standing for each other,” Tiwari shares.

For Home Credit, such stories resonate deeply with its identity as a brand rooted in trust, simplicity, and empathy. “We are a family-oriented country, and stories like these warm your heart to reconnect with your loved ones,” Tiwari reflects. He adds, “It also resonates with who we are as a brand acknowledging our consumers’ challenges while remaining trustworthy, simple, and digitally led to ensure a frictionless experience, especially during this festive season.”

According to Ashish Tiwari, the heart of Home Credit’s campaign stems from “a deep understanding of its consumers. He explains, “Our consumers are family-oriented, upwardly aspirational, and are trying to extract more from every moment. Finance needs to act as an enabler out there.”

What makes the campaign relatable, he adds, is its everyday charm. “It’s an everyday story, it's a story of your house and my house,” he says, describing how relationships like “father and son, mother and daughter, or mother-in-law and daughter-in-law” reflect the sweet and sour moments that make family life so authentic. In the end, he emphasizes, “Everything gets resolved, things come around, and all we are looking for is the betterment of the family, making a better future, and creating those Zindagi Hit moments.”

 GST Reforms: Fueling Aspirations and Consumer Confidence

Applauding the government’s recent tax initiatives, Tiwari remarked, “GST rate reforms are unparalleled.” He believes these reforms are a major driver of economic momentum, explaining that “it is certainly accelerating consumption, and when consumption increases, it essentially means that lower GST puts more money in consumers’ hands.”

 As consumers find themselves with greater spending power, their confidence and optimism about the future naturally grows. “When consumers have more to spend, their outlook for the future becomes more positive, and then you can aspire more, dream bigger,” he notes. With the right financial support, he believes, these aspirations can be turned into reality “enabling more consumers to do better in their lives, live better, and extract more from life.

Reflecting on the connection between GST reforms and festive demand, Ashish Tiwari shared a balanced view, saying, “I don’t have data as of now to determine how much demand can be attributed to the GST reform versus the festival season. That data will probably emerge post-festival.” However, he points out that early trends already suggest a positive outlook. “From a common trend line basis, when consumers have more elbow room to spend because of lower taxes, overall consumption should increase,” he explained.

Tiwari believes that this increased spending power does more than just boost numbers; it enhances the consumer experience which eventually translates into loosening the strings of the wallet. For Tiwari, the real success lies in maintaining “transparency and accessibility” in finance ensuring that every consumer feels empowered to celebrate and spend with confidence.

Building Trust Through Transparency and Technology

At the heart of Home Credit’s philosophy lies a simple yet powerful value trust. As Tiwari puts it, “One of the core values our brand operates on is trust, and trust comes from transparency.” For him, transparency isn’t just a principle; it’s a practice embedded in every consumer interaction. “I need to be very, very transparent with my consumers,” he emphasizes.

To achieve this, the brand leverages technology to simplify and speed up processes. “We use technology to cut the mundane tasks and make them super fast. We rely on minimal documentation, easy EMIs, and quick approvals,” Ashish explains. Home Credit also ensures that every step from paperwork to payment is clear and consumerfriendly. “Our documentation is very simple, our terms and conditions are clearly communicated, and there are no hidden surprises,” he adds. This digital-first, transparent approach builds genuine confidence among consumers. As he sums it up, “You get what you see, that's the simple philosophy we follow.”

Empowering Retailers: The Backbone of Home Credit’s Success

For Home Credit, retailers form the foundation of its business and the most vital link to consumers. He notes, “Our retailers are the face of the brand to the consumers, and they’re the backbone of the business.” Recognizing their pivotal role, the company focuses on empowering them to maximize their potential especially during highdemand seasons. “Our entire business is built on empowering them to get the most out of their business,” he explains.

Home Credit’s expansive retail presence spans “625 cities and more than 50,000 points of sale,” ensures accessibility across the country. The brand also invests heavily in seamless, tech-driven support for its partners. “It’s about the seamless point-of-sale devices that are part of our digital solutions, enabling retailers to process applications fast and frictionlessly,” Ashish shares. Beyond technology, Home Credit enhances its retail ecosystem with innovative financial products such as Ujjwal MyCard, which offers consumers “a pre-approved credit limit of up to ?75,000, allowing quick, frictionless purchases.” This not only boosts customer convenience but also “enables retailers to do more and expect more,” reinforcing trust and growth across the network.

Positive Consumer Response and the Power of Easy Financing

 Reflecting on consumer response, Tiwari shared that the feedback toward Home Credit’s offerings has been overwhelmingly encouraging. “The feedback has always been positive,” he said. Citing industry trends, he explained, “If you look at mobile financing or consumer durable financing, it contributes to a significant churn in the market.” According to him, the brand’s approach enables consumers to “bring their tomorrow today” making aspirations achievable in the present.

For retailers, this financing model opens access to a broader customer base. “It means access to a large set of consumers who are budget-sensitive, converting them from just shoppers to confirmed buyers across different ticket sizes,” Tiwari noted. With attractive schemes like zero down payment and no-cost EMIs, Home Credit encourages consumers to upgrade to better products “If I’m on a feature phone, I’ll move to a smartphone,” he explained, emphasizing how such upgrades enhance living standards.

Ultimately, Tiwari believes simplicity is the key to consumer satisfaction. “The less friction you bring into the consumer journey, the better it is for both the consumer and the retailer,” he said. By making financing seamless and trustworthy, Home Credit ensures that “financing should not cost you the entire day; it should bring more trust, more joy, and a better experience for everyone involved.”

 Measuring Emotional Resonance Beyond Metrics

For Tiwari, the true success of a campaign goes far beyond numbers and business metrics. “Beyond the business metrics, what’s important for us to look at are brand saliency, affinity, and the emotional resonance that the campaign brings,” he explained. To measure this impact, Home Credit tracks various indicators such as NPS (Net Promoter Score), eNPS, pNPS, rNPS, Brand Health Track (BHT) and DHT scores tools that reflect how deeply the campaign connects with its audience and gains granular insights into customer perceptions.

 Ultimately, Tiwari emphasized that “customer loyalty and stickiness are the final touch points” that reveal whether the brand has truly resonated with consumers and notes that the response has been highly encouraging. Tiwari emphasizes that evaluating a campaign’s success involves looking beyond immediate business outcomes to measure long-term brand impact. “We would look at both brand equity as well as customer trust,” he said.