Rupeek, a digital lending platform, has appointed Pitchfork Partners Strategic Consulting as its public relations and digital consultancy. Pitchfork Partners will be responsible for providing strategic communication and digital counsel to strengthen Rupeek’s brand image and enable storytelling that would help increase the preference for doorstep gold loans amongst consumers.

“We are delighted to partner with Pitchfork Partners. At Rupeek, we aim to transform the business of gold loans and democratize access to credit for all. Pitchfork’s integrated strategic approach will assist us in our storytelling effort,” said Shalabh Atray, senior vice president – Marketing & Digital, Rupeek.

Jaideep Shergill, co-founder, Pitchfork Partners said, "We look forward to this partnership and are delighted to expand our expertise.”