Thanks for reading Gokul. Online, EMI financing is ~30%, of which about 70% is via credit card EMIs, according to the source I quoted. Sure, 20% is significant for a single company, but we were drawing comparison btw what it enjoys offline. Moreover, on sites like Amazon as they aggressively push their own Amazon Pay later, doubling down on increasing BFL's EMI share could be challenging. That's why by having their own e store, they get to once again be the prominent financier on goods bought there.
Agree with you about the super app. It will be surely be a stretch getting users to use a Swiggy via the Bajaj super app than using it directly. They are doing this with engagement in mind, but customers are unbundling faster than companies that are bundling services. So let's see. In a few quarters we ll know :)