Mumbai: Homegrown asset-backed digital lending platform Rupeek has appointed Pitchfork Partners Strategic Consulting as its public relations and digital consultancy. 

The agency will be responsible for providing strategic communication and digital counsel to strengthen Rupeek’s brand image and enable storytelling that would help increase the preference for doorstep gold loans amongst consumers. It will drive the brand outreach for Rupeek, supporting its business growth and strengthening the brand narrative, said the statement.

“We are delighted to partner with Pitchfork Partners. At Rupeek, we aim to transform the business of gold loans and democratise access to credit for all. Pitchfork’s integrated strategic approach will assist us in our storytelling efforts to make Rupeek the largest digital lender in the years to come,” said Rupeek senior vice president – marketing & digital, Shalabh Atray

Pitchfork Partners co-founder Jaideep Shergill added, “With Rupeek’s commitment to gold loans and its unique offerings, it not only has an edge with India’s consumers but it can also disrupt the market. We are privileged to partner with such an inventive company.”