Press Release

November 03, 2020

Leading smartphone makers partner Pine Labs for India's biggest EMI Shopping Festival

  • Pay Later EMI options on Pine Labs PoS by major smartphone brands like Samsung, Apple, Vivo, OPPO Mobiles India, and OnePlus

  • Top banks are partnering Pine Labs to offer EMIs on credit and debit cards

  • Pine Labs’ #ChotiEMIpeBigCelebrations will end on 30th November 2020

New Delhi, November 3, 2020: Pine Labs, one of Asia’s leading merchant commerce platforms is giving Indian shoppers a reason to rejoice this festive season by partnering some of the leading smartphone makers in India’s biggest EMI shopping festival. This campaign by Pine Labs comes at a time when Indian businesses including mobile phone manufacturers and retailers are looking to revive sales post COVID-19. Mobiles and Accessories segment in India is already showing signs of recovery as per a Q2 FY21 analysis of Pine Labs’ internal data that showed a 38% increase in GTV compared to pre-COVID-19 levels.

Dubbed #ChotiEMIpeBigCelebrations, the campaign will create awareness among consumers around ‘Buy Now, Pay Later’ EMI financing options by brands and banks, available on both debit and credit cards.

Lucrative offers by leading smartphone makers in addition to participation from 15 banks (debit and credit cards) and 6 NBFCs will allow shoppers to avail ‘Buy Now, Pay Later’ option using Pine Labs PoS terminals at over 1,00,000 stores. Smartphone brands like Samsung, Apple, Vivo, OPPO Mobiles India, and OnePlus are already running their offers under this campaign.

"We have had a fruitful association with Pine Labs, bringing affordable EMI options for consumers who prefer to buy Samsung products offline. This year, we have exciting offers with cashback options and lucrative deals. We are confident that India's biggest EMI shopping festival will equally delight both, consumers and our retailers," said Jai Prakash Meena, Head, Mobile Retail Marketing, Samsung India.

“Being our valued partner for offline sales countrywide, we have shared a very fruitful and mutually beneficial partnership with Pine Labs over the last 3 years. We are happy to be a part of the Pay Later EMI campaign #ChotiEMIpeBigCelebrations and believe it will be a true game-changer in driving affordability with smartphones, which have become an essential commodity today,” said Navnit Nakra, Vice President and Chief Strategy Officer, OnePlus India.

Commenting on the EMI Shopping Festival by Pine Labs, Rupesh Sharma, GM-Sales, Vivo India said "It’s been our constant endeavour to bring the best and most affordable deals for our retail partners and consumers. Pine Labs has played a very significant role in achieving this task by helping us with latest technology, reach and easy solution. This festive season too our extensive partnership with Pine Labs’ Pay Later solutions will prove highly fruitful for our retail partners and more importantly consumers. We’re happy to be a part of India’s biggest EMI shopping festival this year and believe our No-Cost EMI options and Cashbacks will prove to be highly attractive for consumers. Together, Vivo and Pine Labs, are doing best to promote and educate customers about Easy EMI options along with great offers which they can avail."

"We have been associated with Pine Labs for the last 5 years and can surely say that together we will make this festive period one of the remarkable months for this year. Due to pandemic of COVID-19 consumer spending is shrinking and Pay Later options at point-of-sale will be favourable. Specially this festive period nobody wants to miss the opportunity or hold back, so we want to be a part of their celebration. Happy to be a part of Pay Later EMI campaign #ChotiEMIpeBigCelebrations," said Haibo Jiang, Head-Retail Business, OPPO Mobiles India.

Sharing his views on the EMI Shopping Festival, Naved Chaudhary, Head of Marketing Operations, Ingram Micro India Pvt. Ltd. (Authorised National Distributor for Apple Products) said, “Pine Labs is an indispensable partner for us. As our business has grown exponentially over the last few years, be it new alignments, innovation, or services, Pine Labs has helped us stay ahead of the curve. We look forward to more innovations and integrations in the future."

"It is almost 10 years and we have grown together from strength to strength with Pine Labs. Delighted to be partner in the recently launched programme by Pine Labs called "Choti Emi Pe Big Celebrations". Pay Later is getting more and more popular by the day. Considering its post Covid era, customer is having the best time on choicest EMI offers like long tenures of up to 24 months and attractive cash backs," said Subhash Chandra L, MD, Sangeetha Mobiles.

"We have integrated successfully ICICI Instant cashback program on Pine Labs terminals for Dussehra & Diwali season. It is giving great mileage to increase our sales value. It was very easy to explain EMI and cashback program details to end customers and increase the sales volume in Happi prime stores across Hyderabad city. Pine Labs provided instant support for new Happi store launch at Tirupati and Madanapalle and mapped all Brand and Bank EMI schemes," said Kota Santosh, ED, Happi Mobiles.

Top banks are also participating in Pine Labs’ #ChotiEMIpeBigCelebrations and are out with exciting Pay Later EMI offers that can be availed by their cardholders on a Pine Labs PoS.

Sudipta Roy, Head- Unsecured Assets, ICICI Bank, said, "It is our constant endeavor to provide convenient finance options to customers to help them realise their dreams. We are confident that our collaboration with Pine Labs to bring forth an integrated banking solution will make shopping an amazing experience for the customers. We encourage our credit and debit card customers to avail the payment flexibility offered through the EMI option across merchants. We believe that this proposition will enable lakhs of customers to make their purchases in a seamless manner at this festive season, thereby adding to their festive celebrations."

Commenting on the EMI Shopping Festival, Sanjeev Moghe, EVP & Head- Cards & Payments, Axis Bank, said “We are happy to partner with Pine Labs to offer some of the best Pay Later options available on Pine Labs PoS this festive season. #ChotiEMIpeBigCelebrations campaign further strengthens our belief that all dreams are achievable when you have the option to pay in easy EMIs. We are sure our customers will have an absolutely thrilling shopping experience.”

Ambuj Chandna, President – Consumer Assets, Kotak Mahindra Bank, said, "We are delighted to partner Pine Labs’ #ChotiEMIpeBigCelebrations shopping fiesta. This festive season, Kotak debit and credit cardholders can avail attractive EMI and no-cost EMI offers to buy a range of products in smart, easy and affordable installments with just a swipe of their card. The #ChotiEMIpeBigCelebrations campaign will brighten up the lives of our customers this Diwali and spread festive cheer all around.”

“EMI on Debit Cards enables our customers to celebrate in style and pay later in affordable instalments. With No Cost EMI on 50+ brands and cashback offer on the major brands in the industry, Federal Bank in association with Pine Labs has the best deals for this festive season for our customers!" said Nilufer Mullanfiroze, Senior Vice President & Country Head-Retail Assets & Cards, Federal Bank.

“We are thrilled to be part of Pine Labs EMI Shopping Festival this Diwali. Pine Labs has been a valued strategic partner, in our mission to drive Buy Now, Pay Later and affordability together across stores countrywide. The demand for Pay Later solution is increasing as people look for contactless means of availing credit. The offering is helping merchant partners beat slow down and drive consumer demand at their stores. The excitement now only amplifies with several offers of No-Cost EMI and cashbacks made available to the customers. It is going to be quite a digital Diwali this year”, Lizzie Chapman, CEO & Co-founder, ZestMoney.

Pine Labs will also be recognising high-transacting merchant partners at the end of every week and a total of 13 prizes will be rewarded during the campaign. To know more, visit:

About Pine Labs

Pine Labs is one of Asia's leading merchant commerce platforms. Its unique cloud-based platform enables it to offer a wide range of payment acceptance and merchant commerce solutions. Pine Labs' stored value platform offers issuing, processing and distributing digital gift cards for corporate customers. Its customer base includes prominent large, mid-sized and small merchants across India, South East Asia and the Middle East. Pine Labs is incorporated in Singapore. Its key investors are Sequoia India, Mastercard, Actis Capital, Temasek, PayPal and Sofina. To know more, please visit

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