In a significant move toward digital expansion, Aditya Birla Capital Ltd., belonging to the esteemed Aditya Birla Group, has introduced a new era of customer engagement with the launch of Aditya Birla Capital Digital (ABCD). This innovative omnichannel Direct to Customers (D2C) platform is not just a step towards embracing digitalization but is also a strategic move to significantly scale the company’s user base, eyeing an ambitious target of 30 million users over the next three years.
Kumar Mangalam Birla, the Chairman of Aditya Birla Group, unveiled the platform with a vision of propelling Aditya Birla Capital to newer heights. “Our financial services business, Aditya Birla Capital, is now one of the fastest-growing businesses within the group and has emerged as a key growth engine,” said Birla. Reflecting on the significance of this launch, he stated, “I see this as a coming of age moment for Aditya Birla Capital.”
With ABCD, Aditya Birla Capital is making a bold statement in the financial services industry, indicating a shift towards more dynamic growth and asserting its ambition to establish a leadership position in financial services. Kumar Mangalam Birla enthused, “In the arc of Aditya Birla Capital’s strong and steady progress, the ABCD D2C platform is a positive stride towards accelerated growth.”
The ABCD platform is expected to act as a catalyst for growth, leveraging the rich ecosystem of Aditya Birla Capital (ABC) and Aditya Birla Group (ABG). The platform’s integration with the group’s diverse businesses aims to create a synergy that fosters product innovation and delivers unique value to all stakeholders, as Birla added.
Demonstrating a commitment to digital transformation, ABCD reflects the company’s continuous effort in reimagining and advancing customer experiences. “Our consistent commitment to digital reinvention and reimagining customer experiences is reflected in our omnichannel architecture which gives customers the complete flexibility to interact with us through their channels of choice,” commented Vishakha Mulye, CEO of Aditya Birla Capital Ltd.
In alignment with the company’s futuristic vision, Mulye explained how ABCD was created to be the digital omnichannel layer essential for acquiring customers at scale and addressing their financial needs through a comprehensive, digital-first platform.
The platform boasts a seamless and distinct experience for users, accessible through various touchpoints such as a mobile app, website, branches, and a virtual engagement channel. To serve a wide range of financial services, ABCD offers a spectrum of 22 products and services. These span from basic financial utilities, such as UPI, bill payments, and online recharges, to more complex offerings like loans, insurance, and investment options. Moreover, it includes tools like ‘My Track’ that enable customers to manage and track their personal finances effectively.
Accessible on both Android and iOS platforms, the ABCD app is an example of Aditya Birla Capital’s investments in technology to make financial services more accessible. This platform operates under Aditya Birla Capital Digital Ltd., a wholly-owned subsidiary of Aditya Birla Capital, marking a significant step forward in the group’s digital journey.
The launch of ABCD is expected to set new benchmarks in the financial services sector, where digital platforms are becoming increasingly instrumental in accessing and delivering services. With an existing framework of products and services catering to a wide spectrum of financial needs, ABCD could be instrumental not only in drawing a new wave of digitally savvy customers but also in strengthening the company’s presence in the highly competitive financial services landscape.
Aditya Birla Capital, through the deployment of the ABCD platform, is poised to make significant strides in the financial world by offering enhanced digital experiences, aiming to cater to a broader customer base with efficiency and innovation at the core of its digital strategy. As the company embarks on this journey towards reinvention and customer-centric expansion, the industry and stakeholders alike will be watching closely how this move reshapes the dynamics of customer engagement and financial services delivery in the years to come.
