Artha: Journal of Business and Finance

Building Trust in Digital Lending: The Role of Branding in India’s Fintech Landscape

Anjali Pala

Sunil Patel

Keywords: Fintech, Branding, Consumer Trust, Digital Lending, Financial Regulation

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Abstract

India's online lending sector has evolved at a remarkable pace, largely driven by mobile technologies, Aadhaar-based eKYC (Know Your Customer) and the rapid adoption of the Unified Payments Interface (UPI). The rapid deployment of these products has created an environment of increased financial inclusion, but also created challenges that impact consumer trust, transparency and data protection. This article explores the importance of branding as a trust tool within the Indian digital lending landscape. Using secondary data and a critical review of academic literature, this study positions branding as more than simply a marketing tool - branding is a key factor in producing legitimacy, consumer trust and subsequently sustainable adoption. The argument ultimately draws on lessons from China's and Indonesia's independent paths. Findings established that branding, which is transparency- led, regulator-compliant, and consumer-aware, increases consumer confidence and supports financial inclusion.

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