This is a deep dive on one of our favourite companies and an Indian startup posterboy, PhonePe. It's one of the best acquisitions in Indian startup history, which turned out great for Flipkart. And with the recent release of their first annual report with financials in Aug-24, it gave us an inside view of the company’s performance.

PhonePe was founded in 2015 by three cofounders, Samir Nigam, Rahul Chari and Burzin Engineer, ex-Flipkart and longtime friends. Initially, it launched as a digital wallet facilitating mobile recharges and bill payments. But in 2016, just a few months before demonetization, it adapted to the changing digital finance landscape in India and launched its flagship product on UPI. And, that completely changed the game for the company.

In this episode, Shantanu and Jinal discuss in depth the founding story, the enabling macroeconomic climate, its business model, financials and what the future holds for the company.

Broadly, the topics that flow are:

- The dominance of PhonePe in today's UPI market

- The founding story

- Culture and values

- Business model and new bets

- Financial strategy

- Key challenges and future opportunities

Key Timestamps:

00:00 – Introduction: Shantanu welcomes listeners and introduces the podcast and co-host Jinal.

00:37 – Jinal’s Introduction: Jinal shares her background in economics, startups, ISB, and Amazon India.

02:10 – Shantanu’s Introduction: Shantanu discusses his background in mechanical engineering, steel plants, and startups.

03:04 – Topic Intro – PhonePe: Jinal explains why PhonePe is being discussed—its significance and acquisition by Flipkart.

04:30 – What is PhonePe: Shantanu describes PhonePe’s function as a financial intermediary/super app.

05:23 – PhonePe Founders’ Story: Jinal shares the backgrounds of Sameer Nigam, Rahul Chari, and Burzin Engineer and their connection to Flipkart.

08:00 – Why They Built PhonePe: The founders’ motivation around solving Flipkart's payment issues during Big Billion Day.

10:23 – Acquisition by Flipkart: Early sale of PhonePe to Flipkart and strategic reasons for it.

12:02 – Company Culture: Discussion of PhonePe’s values, integrity, and emphasis on company culture.

13:58 – Key Events in 2016: UPI launch, Jio revolution, and demonetization propelling PhonePe’s growth.

16:00 – Competing with Paytm: Comparison with Paytm, marketing strategies, and “Indianness” of PhonePe.

18:32 – PhonePe’s Scale in 2024: Jinal shares usage and statistics (users, transactions, market position).

19:58 – Business Model Overview: Shantanu details merchant and customer revenue drivers, government subsidies, sound boxes, POS, and more.

23:00 – Expansion Areas: Diversification into Pincode, Indus App Store, wealth management, and how data powers growth.

25:35 – Financial Performance: FY23-24 revenue, PAT figures, and sustainable growth strategies.

27:03 – Competition and Market Share: How PhonePe surpassed Paytm and Google Pay, focusing on rural/vernacular solutions and UPI lead.

29:38 – User Experience Comparison: Discussion on UI/UX: PhonePe vs. Paytm vs. Google Pay—functional strengths and weaknesses.

32:14 – Regulatory Challenge: Potential NPCI market cap on UPI transactions and the challenge ahead for PhonePe.