How Fintech Startups in India Can Get Media Attention | Founders Guide
The Fintech Media Challenge in India
As of July 25, 2025, 06:40 PM IST, India’s fintech sector is projected to reach $1.3 trillion by 2025, driven by 16.58 billion UPI transactions in October 2024 and 900 million internet users (Invest India Fintech Report 2023). With 5,000+ fintech startups competing in payments, lending, and insurtech (Statista, 2025), securing media attention is critical for trust and growth. Atom Communication, a digital marketing observer, notes, “Fintech founders struggle to stand out in a crowded market where 92% of consumers trust earned media over ads” (Nielsen, 2024). This blog outlines eight proven strategies, supported by examples, stats, and the EY Fintech Report 2025, to help fintech startups gain media coverage.
The Struggle: A Mumbai Fintech Startup’s Missteps
A hypothetical Mumbai-based digital lending startup, launched in 2024 with a ₹2 crore marketing budget, faced media challenges:
- Generic Pitches: Press releases ignored 67% of journalists’ preference for unique stories.
- Urban Bias: English-only campaigns missed 60% of Tier-2/3 digital payment users.
- No Credibility: Lacked thought leadership, despite 80% of decision-makers valuing expert content (Cognism, 2024).
- Weak Network: Missed events like Mumbai Fintech Hub, limiting exposure in a $180B fintech market.
With 83% of founders prioritizing media relationships for PR success, the startup needed targeted strategies to break through.
Why Media Attention Matters for Fintech Startups
- Trust Building: 92% of consumers trust earned media, critical for fintech.
- Investor Appeal: 85% of Series A-funded fintechs had media coverage.
- Market Reach: 1 billion internet users by 2026 amplify media impact.
- Regulatory Credibility: Coverage showcases compliance, vital in a market with RBI’s SRO-FT guidelines.
8 Proven Strategies to Get Media Attention
1. Craft Compelling Thought Leadership
- Why It Works: 80% of decision-makers engage with thought leadership (Cognism, 2024). Columns in Economic Times or Inc42 build credibility.
- Example: Razorpay’s 2024 Inc42 column on “UPI’s Future” drove 25,000 website visits.
- How to Do It: Pitch stories like “How Our AI Cuts Loan Fraud by 30%” to fintech journalists. Speak at Fintech Valley Vizag events.
- Tip: 67% of journalists seek data-driven insights.
2. Leverage Customer Success Stories
- Why It Works: 69% of users trust customer testimonials (Exploding Topics, 2025). Stories humanize fintech solutions.
- Example: BharatPe’s 2024 YouTube merchant stories boosted 20% app signups.
- How to Do It: Share case studies (e.g., “How Our POS Helped a Patna Shop Save ₹10,000”) on LinkedIn or YourStory. Use regional platforms like ShareChat for Tier-2/3 reach.
- Tip: Highlight 42% digital payment adoption in rural areas.
3. Create Data-Driven Content
- Why It Works: 600 million monthly finance searches in India demand content. Data stories attract media.
- Example: PhonePe’s 2024 UPI usage report, cited in Business Standard, drove 15,000 social shares.
- How to Do It: Publish reports like “2025 Lending Trends” or blogs on “AI in Wealthtech.” Pitch to Indian Express or Mint.
- Tip: 75% of PR pros use analytics for content.
4. Tap Into Regional and Vernacular Media
- Why It Works: 60% of India’s media consumption is vernacular. Outlets like Dainik Bhaskar reach 50 million readers.
- Example: Cred’s 2024 Kannada campaign in Vijay Karnataka drove 10,000 signups in Bengaluru.
- How to Do It: Pitch hyperlocal stories (e.g., “Our App Empowers Jaipur SMEs”) to regional outlets like Eenadu or Sakshi. Tie to festivals like Diwali.
- Tip: 80% of consumers prefer local brands.
5. Build Strategic Industry Partnerships
- Why It Works: 75% of incumbents partner with fintechs for customer acquisition. Partnerships attract media.
- Example: Paytm’s 2024 HDFC Bank tie-up, covered in Financial Express, drove 500 leads.
- How to Do It: Collaborate with banks or attend GIFT City Fintech Fest. Pitch partnership stories to BusinessLine.
- Tip: 50% of journalists source stories from events.
6. Highlight Regulatory Compliance
- Why It Works: 92% of consumers prioritize data privacy (Nielsen, 2024). Compliance stories signal trust.
- Example: Pine Labs’ 2024 RBI compliance feature in Mint boosted 15% trust uplift .
- How to Do It: Showcase DISHA/RBI compliance in press releases. Pitch to The Hindu BusinessLine on “Secure Fintech Solutions.”
- Tip: Align with SRO-FT guidelines.
7. Get Listed on Fintech Directories
- Why It Works: Listings on NASSCOM or Tracxn drive media and investor attention. 85% of funded fintechs are listed .
- Example: PolicyBazaar’s 2024 Tracxn listing attracted $5M funding.
- How to Do It: Apply for YourStory Tech30 or Startup India Fintech Showcase. Update Crunchbase profiles.
- Tip: Media coverage boosts listing visibility by 30%.
8. Engage on Social Media for Media Buzz
- Why It Works: 462 million social media users amplify stories (AJ Marketing, 2024). Journalists monitor X for trends.
- Example: MobiKwik’s 2024 X campaign on BNPL trends gained 10,000 retweets, landing Economic Times coverage.
- How to Do It: Share insights on X (e.g., “UPI Hits 16.58B Transactions!”). Engage with journalists like @FintechIndiaX.
- Tip: 73% of consumers view fintech as the norm.
Case Study: Mumbai Fintech’s Media Breakthrough
A Mumbai digital lending startup’s 2024 campaign:
- Thought Leadership: Inc42 column drove 20,000 visits.
- Customer Stories: YouTube merchant testimonials boosted 25% signups.
- Regional Media: Sakshi pitches secured 5 mentions, reaching 15,000 readers .
- Partnerships: Bank tie-up landed Financial Express coverage, driving 300 leads .
- Result: 3x traffic and 40% signup growth in six months, per EY Fintech Report 2025 metrics.
Why It Matters in 2025
India’s $180-200 billion fintech market by 2029 and 1 billion daily UPI transactions by 2025 demand media visibility. 92% of C-suite leaders value PR for outcomes. Strategic PR—via thought leadership, customer stories, data content, regional media, partnerships, compliance, directories, and social media—drives trust and growth.