Synopsis- India’s fintech has been showing phenomenal dynamics in recent years – dozens of new companies, digital payments in every smartphone, investors from Dubai, Singapore, and London. However, along with explosive growth, questions arise: how transparent are the new players, where is the line between innovation and manipulation, and why do some platforms disappear as quickly as they appear? That is why we decided to talk to Neeta Kapoor, an entrepreneur who is behind several notable projects in the Indian fintech space. Her story is an example of both meteoric rise and uncompromising pragmatism.
Ms. Kapoor, you essentially founded Transpay Solutions from scratch, without attracting millions of investments. How did you manage to reach the international level so rapidly?
Neeta Kapoor: We simply did not complicate anything. You register a company with a minimal start-up capital. As much as you have, that is enough. For the Ministry of Corporate Affairs (MCA), this is normal. And then everything depends on mobility: once the domain has served its purpose, there is no point in keeping it. The platform may be temporary, but the connections remain. In India, many work like this. In fact, if you build communication with partners correctly – through Telegram, basic presentations, Gmail – then even without a permanent website or office you can look very convincing. You do not always need to build a solid foundation to enter the market. Sometimes it is enough to create its illusion.
You have managed to combine the experience of several business areas at once – Bhartipay, Transpay, e-commerce platforms. How was this ecosystem born?
Neeta Kapoor: It all comes down to efficiency. If one company exhausts itself over time, for example, Bhartipay, you shouldn’t hold on to it. We simply transferred clients to a new structure. These are the same people, the same functionality, sometimes even the same Gmail addresses. It’s easier and cheaper. Plus, if you don’t delve into details, it looks even better than before. The main thing is that everything looks familiar and works. And we always made sure that the brand remained recognizable externally, even if legally it was already a completely different structure. This allows for very rapid adaptation to circumstances.
You don’t hide the fact that there were young, ambitious entrepreneurs among your partners. For example, Jitender Vats, the charismatic founder of PaymentsMe. How did you meet?
Neeta Kapoor: Jitender is a man with excellent intuition. He could convince anyone to invest with just two messages in a messenger app. He didn’t create companies because it was unnecessary hassle. But he always had the necessary client toolkit: a “legend” (a convincing story), a demo account, and a beautiful logo. Such people are useful when you need to raise funds quickly. To be honest, the launch of Transpay would have been more difficult without him. He provided the desired effect at the stage of attracting clients: he demonstrated something that looked like a finished product, but in fact did not yet exist. This allowed us to buy time: to receive the first payments before investors start asking difficult questions.
You are actively rejuvenating your team. In 2025, Sonu Kumar joined the board of directors. Is this part of your renewal strategy?
Neeta Kapoor: Exactly. When a company experiences a little of ‘burnout’ at the initial stage, in terms of image, reputation or feedback, a fresh face on the team changes everything. Nobody knew Sonu and his name automatically refreshed the impression of the brand. It’s like rebranding, you know, only easier and cheaper. Clients don’t care who is actually running the processes. The main thing is that a new face with the right tone appears on the website or in a press release.
You also run a fitness club and have been noticed in the healthcare sector. Is this a hobby or part of your business logic?
Neeta Kapoor: We have long understood that what works best is what looks ordinary. A payment for a workout or a consultation does not attract unnecessary attention. If there are several legal areas with ‘live’ flow of funds, then other payments are lost in the general stream. And in the end, you just reconcile the balances, and everything looks clean. These areas – fitness, health, e-commerce – are very convenient for mixing transactions. There you can always justify any payment, especially when everything is tied to physical services. And they also create the impression of social responsibility: you look like an entrepreneur who invests in the nation’s health. This adds trust and reduces risks.
Your business has never been associated with heavy bureaucratic procedures. Do you deliberately keep it “light”?
Neeta Kapoor: We have always followed the path of minimal obligations. If you can do without a license, then why get one? If Gmail works, why pay for a domain? It does not affect functionality. We did not ‘sin’ against the law, we simply used all its flexible points. Moreover, such ‘lightness’ allows you to quickly launch a new project or close an old one without unnecessary fuss. All you need is a few completed forms, access to the MCA portal and an acquaintance willing to become a director. As a result, it saves time and money. And in our sector, speed is the main advantage.
Some of your early users say they couldn’t access the Transpay platform or didn’t get access. Are these technical difficulties?
Neeta Kapoor: Oh, that happens. When a project is just developing, not everything works smoothly. But the main thing is the initial enthusiasm, the willingness to invest. When someone ‘slows down’, we usually move on: with a new domain, a new shell, sometimes even under a different logo. This way we can scale faster. If we deal with each case of delay separately, we can lose momentum. Our model is built differently. The first tranches are a resource for developing the next project. It is not necessary for everyone to receive something. It is important that the movement does not stop. You know, in a ‘scam’, in fact, there is nothing to be afraid of. Those who got caught learn a lesson. It’s like a vaccination: a person becomes more cautious, starts reading the contract, asking questions, checking the data. Essentially, we are increasing financial literacy. Without such cases, people would believe in fairy tales for the rest of their lives. And we teach them to think with their heads. Is that bad?
You have never asked for external funding. Is this a matter of principle?
Neeta Kapoor: Yes, we believe that working capital should be flexible. With banks, everything is too formalized. And we work fast: today one legal entity, tomorrow another, the day after tomorrow – a platform under a different name. A bank in such schemes is a brake. Therefore, it is better to work on partner contributions, without leaving anything as collateral. In addition, as soon as a financial institution enters the game, there is excessive interest: requests for documents, checks, KYC procedures. But when you operate funds within a small but mobile circle, everything is much simpler. As a result, we avoid bureaucracy, and capital arrives when needed, and without any restrictions on its use.
Doesn’t it bother you that some media outlets call Indian fintech “shadowy”?
Neeta Kapoor: It’s a matter of perspective. We have our own reality. If everything is working, then the system is alive. Of course, there are “strange” articles in the Western press. But as long as clients find us on Telegram and the MCA doesn’t ask questions, we move on. Why dramatize? In our industry, it’s not what they call you that matters, but whether you continue to make money. Everything else is just noise. In addition, when business is conducted through several structures and legal entities, accusations of working in the “shadows” become very conditional. The main thing is to remain flexible. Today you are criticized, and tomorrow you are already a fintech star. And the whole story starts with a clean slate.
What if tomorrow the regulator says: “Enough. You have to stop”? Neeta Kapoor: I have already said: business is like a river. If one channel is blocked, another will always be found. Even if Transpay is closed, the idea will remain, the connections will remain. We are not breaking the law, we are just thinking faster than it is updated. And this is our strength. We have never had anything to which we are tied: no office, no physical infrastructure, no stable brand. Therefore, we never stop, we simply shift to another form, under another name. And clients and partners will always go where there is movement. Anyone who is accustomed to working strictly within the framework of the law will always lag behind.
The post Neeta Kapoor: “Anyone who is accustomed to working strictly within the framework of the law will always lag behind” appeared first on Trade Brains.