SHRIRAM ONE

Shriram One is India’s emerging financial super app, designed to bring the entire spectrum of everyday financial services into one seamless, trusted platform. With over 15 million downloads, it already serves as a trusted daily financial companion across India. From easy UPI payments and instant loans to fixed deposits, insurance, and investments, Shriram One empowers millions of users—especially in Tier 2 and 3 cities—to manage, grow, and secure their finances with confidence. By combining hyperlocal trust, vernacular content, and a user-friendly experience, Shriram One is not just an app, but a financial companion helping India’s aspiring middle class unlock true financial freedom, all in one place.

Understanding your ICP

We have multiple users of a product and not all of them can be our ICP for whom we make our strategies; we need to prioritize.
(use an ICP prioritization table)

ICP Prioritization

Final Prioritization Recommendation:

​Understanding Core Value Proposition

Understand the Product

Shriram One integrates multiple financial services:

• Lending: Personal Loans (PL), Two-Wheeler Loans
• Savings & Deposits: Fixed Deposits, Fixed Investment Plan
• UPI & Payments: Scan & Pay, UPI Cashback
• BBPS: Rewards on bill payments
• Insurance: Health, Motor, Life

Problems Solved:

• Fragmented financial experience
• Low access to trusted digital finance in Tier 2/3 cities
• Lack of awareness around savings, insurance, and financial wellness

Value Proposition:
A digital financial companion designed for India that offers convenience, trust, and access to the full range of financial products.

Step 1: Define the Product Scope

Shriram One is a financial super app focused on:

• UPI
• Personal Loans
• Two-wheeler Loans
• Insurance (health, life, motor)
• Fixed Deposits
• UPI Cashback

Target segments:

• Salaried workers, small retailers, gig workers, two-wheeler buyers, insurance seekers, UPI-savvy youth
• In Tier 2–4 cities
• Income range: ₹10K – ₹50K/month

Step 2: Estimate TAM (Total Addressable Market)

A. Population Base

• India’s population: ~1.4 billion
• Tier 2–4 population: ~900 million
• Adult working-age population (18–55): ~60% → 540M
• Digitally reachable population in Tier 2–4 (smartphone + internet): ~50% → 270M

B. Users within target income bracket (₹10K–₹50K/month)

• Estimated at ~50% of Tier 2–4 digital population → 135M people

TAM = 135 million users

Step 3: Estimate SAM (Serviceable Available Market)

Let’s narrow TAM to those who:

• Are financially active (using UPI or any loan/insurance product)
• Likely to install and use financial apps
• ~60% of the TAM are financially active and app-ready → 81M
• Of these, about 50% would fall under Shriram’s broader ICP categories (excluding overlaps):
  → ~40M users

SAM = 40 million users

Step 4: Estimate SOM (Serviceable Obtainable Market)

This reflects realistically achievable share of SAM over 18–24 months, considering:

• Brand trust (Shriram)
• Hybrid distribution (agents + app)
• Incentives like UPI cashback
• Competition from Paytm, PhonePe, etc.

If Shriram One can capture:

• ~15–20% of SAM through targeted growth campaigns
  → That’s 6–8 million MAUs

SOM = 7.5 million users

🧾 Summary Table

Designing Acquisition Channel

We will be focusing on 4 key acquisition channels: Referral Program, Paid Ads, Branch led and Product Integration for enhancing user base of Jupiter.

Organic Channel

App Store Optimization (ASO) Strategy – Shriram One App

Primary Growth Goals

• Drive high-intent organic installs
• Improve discoverability across FD, UPI, and lending keywords
• Increase conversion rate (CVR) from app store visits to installs

1. Keyword Strategy

2️. App Title + Subtitle / Short Description

Google Play Store

• App Title (max 30 chars): Shriram One – FD, Loan, UPI
• Short Description (max 80 chars):
  Open FD, Get Instant Loans & Earn Cashback with Shriram UPI

Apple App Store

• App Name: Shriram One: FD, Loan, UPI
• Subtitle: Best FD rates, Quick loans & Cashback on UPI

3️. App Description Optimization

Use ASO best practices:

• First 3 lines must hook with core value prop
• Add keyword-rich but human-friendly paragraphs
• Include bullet points with FD returns, UPI cashback, loan benefits
• End with a strong CTA: “Download now to earn, save & pay smarter.”

4️. Visual Assets Strategy (CVR Optimization)

Screenshots:

• 1st screen: “Earn 9%+ Interest – Book FD in Minutes”
• 2nd: “Apply for Instant Loans”
• 3rd: “Get Cashback on Every UPI Transaction”

App Preview Video:

• Duration: 15–30 secs
• Storyboard: Pay Bills → Earn → Redeem → Instant Loan
• Use animated UI flows + benefit callouts

5️. Ratings & Reviews Strategy

• Prompt users post successful FD booking or loan approval
• Incentivize (non-monetarily) review submissions: “Help others discover a better UPI experience – rate us!”

6️. Localization & Regional Discovery

• Translate metadata into Hindi, Tamil, Telugu, etc.
• Target local keywords like: “paise transfer app”, “fd app hindi”, “jaldi loan app”

7️. Competitor Benchmarking

8️. Tracking & Experimentation

• Use Google Play Store Listing Experiments to A/B test:
• • Icons (with/without ₹ symbol)
  • FD-first vs UPI-first messaging
  • CTA types: “Earn Cashback” vs “Instant FD”
• Monitor:
• • Keyword rankings
  • Click-through rate (CTR)
  • Conversion to install
  • Retention of organic users

​

Paid Ads Strategy

Step 1 → Define the CAC: LTV Ratio

• CAC (Customer Acquisition Cost): ₹500 (based on historic marketing efficiency & category benchmarks)
• LTV (Customer Lifetime Value): ₹15,000 (via loans, insurance, deposits, and UPI-led engagement)
• CAC: LTV = 1:30
  → This validates paid ads as a viable and scalable growth lever.

Step 2 → Choose an ICP

We’ll focus on the top 3 prioritized ICPs for ad targeting:

Step 3 → Select Advertising Channels

We'll leverage the following:

Step 4 → Write a Marketing Pitch

Primary Pitch (Adaptable by ICP):

"Your money, your control — from cashback to loans, manage everything with Shriram One. Built for India, trusted by millions."

Tone: Simple, trustworthy, benefit-driven
Style: Vernacular (Hindi, Tamil, Telugu, etc.), visually local, warm and aspirational

Step 5 → Customize Message by ICP

Step 6 → Design Two Ad Creatives Per ICP

ICP 3: Gig Workers

1. Image Ad
2. • Visual: Delivery partner with phone showing Shriram One cashback
   • Text: “Secure your future. Start saving & earning with every UPI.”
     
3. Video Ad (30 sec)
4. • Storyline: Gig worker meets with accident → gets instant micro-insurance from Shriram One → happy resolution
   • CTA: “Download now and protect your hustle!”

ICP 6: UPI Cashback User

1. Image Ad
2. • Visual: Claim up to ₹100 cashback icon popping
   • Text: “Scan & Pay with Shriram One. Get up to ₹ 100 Cashback. No tricks.”
     
     
3. Reels/Shorts Video
4. • Format: Split screen → user with other app vs. user with Shriram One → Shriram user gets rewards
   • Caption: “Switch & Save. Use Shriram UPI. Real Cashback, Real Fast.”

ICP 1: Salaried User

1. Image Ad
2. • Visual: Middle-class family managing bills and savings on phone
   • Text: “Loans, Insurance, FD — all in one app. Shriram One simplifies your money.”
     
3. Carousel Ad
4. • Slides: 1) Personal Loan; 2) FD at 9%; 3) Health Insurance; 4) UPI Cashback
   • CTA: “Download Shriram One — Finance simplified.”
     
     https://www.youtube.com/watch?v=gf9wtYerkA

Product Integration Strategy: Cashback + UPI Focus+ Burn Rewards

Step 1: Identify Complementary Products

Step 2: Integration Selection Table

Step 3: Collaborate with Stakeholders

• Internal:
• • Growth & Product for UPI
  • Tech for SDK, UPI switch, reward wallet
  • Design for embedded journeys
  • Legal & Compliance for cashback T&Cs
• External:
• • Swiggy/Zomato affiliate or alliance teams
  • Razorpay partnership/account team
  • GyFTR account manager for API onboarding

Step 4: Customer Journey Maps

Swiggy / Zomato UPI Cashback Flow

• User opens the Swiggy/Zomato app.
• At checkout, user sees “Shriram One UPI Offer” – offering a discount or cashback on installing and paying via Shriram One app.
• User clicks on the offer and is redirected to install/open Shriram One app.
• Completes UPI payment via Shriram One app.
• Payment succeeds.
• User receives a notification: “You’ve earned ₹50 cashback!”
  
  
  

Razorpay Checkout Cashback Flow

User shops on a merchant site.
User is redirected to Razorpay at checkout, chooses UPI, chooses shriram one UPI for cashback.
Payment is completed successfully.
User receives a push notification from Shriram App: "You earned ₹50!"

Shriram One App + GyFTR Redemption:
User opens Shriram One App
Pays utility bill via UPI/BBPS
Earns reward points 
Sees reward balance in Rewards section
Taps “Redeem Now” → Redirects to GyFTR microsite
Browses curated gift cards (Zomato, Amazon, etc.)
Redeems points to buy gift cards at a discounted rate

Step 6: Run Pilot Tests

• Zomato/Swiggy: 1 city (e.g., Chennai), targeted via in-app banner + push
• Razorpay: Enable for 10 high-volume merchant sites
• GyFTR: Live for 1000 users with rewards worth >₹20
• Track:
• • UPI adoption % across all partners
  • Cashback burn rate
  • Repeat transactions

Step 7: Success Metrics

Referral Program Strategy

Referral Program Mechanics

In-App Nudges (Targeted)

Push Notifications (Personalized)

1. For Engaged Users

"Get ₹50 for each friend you refer to Shriram One — no limit to your earnings this month!"

2. For Inactive Users

"Dosti aur paisa dono ek saath! Refer 1 friend to Shriram One & earn ₹50 instantly!"

3. For First-Time Loan Users

"Loan mil gaya? Ab ₹50 kamao — refer Shriram One to your friends!"

Here’s the Referral CTA Journey in clear bullet points:

• User sees "Refer & Earn ₹50" banner on Home Screen
• User taps CTA → lands on referral page showing ₹50 reward offer
• User copies or shares unique referral link via WhatsApp/SMS
• Friend clicks the link → installs Shriram One app
• Friend completes KYC or makes first UPI transaction
• Both Referrer and Referee receive ₹50 instantly in wallet/UPI
• User gets success message: “You’ve earned ₹50!” with prompt to refer again

Creative Asset Summary

Banner 1 (Refer a friend screen)

Text:

"Earn ₹50 for every friend who signs up with your code!"

Visual:
Happy face + wallet with ₹ icon
CTA: Refer Now

Push Image Notification (Android/WhatsApp style)

🎉 “Suresh earned ₹150 last week. You can too! Refer friends & earn ₹50 per sign-up”

Button: Get ₹50

QR Code Poster (Offline, Agent-led)

“₹50 milega har doston ke sath!”
Scan to download → UPI txn karo → Paise kamao!
(With referral code pre-filled)

​we hope this helped you break the cold start problem!

Reminder: This is not the only format to follow, feel free to edit it as you wish!