First Partners has won the public relations mandate for Home Credit India.
Home Credit, one of the largest financiers of mobile phones in the world and with presence in 20 states, 179 cities in India, provides innovative retail financial services with a focus on mass-retail lending.
The company focuses on lending primarily to people with little or no credit history with loans of Rs. 10,000 and under. Consumers use their credit solutions to buy products like mobile phones, which are otherwise not supported by many other financial institutions.
According to the Times of India, India has the world's second-largest "unbanked" population at 191 million, second only to China.
First Partners was selected following a multi-agency pitch. The mandate includes reputation building, brand amplification and building a 360-degree communication programme covering all organisational functions.
Commenting on the mandate, Nidhi Malik, vice president- communications & CSR at Home Credit India said “We aim to drive and broaden financial inclusion for the unbanked population by providing a positive and safe borrowing experience. We were, therefore, looking for an agency partner who could bring both the strategic oversight as well as effective execution capabilities to match our growing needs.”