Archive · 27 Dec 2025
BOBCARD shifts focus to premium customers amid rising unsecured stress
BOBCARD, a company that gives out credit cards, is changing its strategy.
They are now focusing more on customers who are less likely to have problems paying back their debts.
This is because they have noticed that people who are new to credit cards and have smaller spending limits are having more trouble paying back their debts, especially when there is job uncertainty.
BOBCARD is also using more technology, like AI, to help them make better decisions about who to give credit cards to.
They are also working on improving their digital services and customer support.
The company wants to issue 7 million new credit cards in the next two years, but they are being careful to make sure they keep their customers happy and their finances healthy.
BOBCARD is shifting its credit card strategy to focus on premium, lower-risk customers due to rising stress in smaller-ticket unsecured lending.
The company has refined its underwriting framework, slowed down aggressive expansion, and introduced sharper data filters to identify over-leveraged customers.
BOBCARD's gross non-performing assets stand at 3.6%, with credit costs at 7.8%, indicating a focus on maintaining asset quality.
The company is investing heavily in technology, including AI-led underwriting and a digital core, to support sustainable growth.
BOBCARD aims to issue 7 million cards over the next two years, balancing growth with asset quality and customer trust.
- Who
- BOBCARD, a subsidiary of Bank of Baroda, led by CEO Ravindra Rai
- What
- Shifting credit card strategy to focus on premium, lower-risk customers and refining underwriting processes
- When
- Current strategy shift, with plans to issue 7 million cards in the next 2 years
- Where
- India, with a focus on the 35–40 age bracket for spending behavior
- Why
- To manage rising stress in smaller-ticket unsecured lending and maintain asset quality amid tighter regulatory oversight
- Company
- BOBCARD (Bank of Baroda subsidiary)
- CEO
- Ravindra Rai
- Gross NPA
- 3.6%
- Credit Cost
- 7.8%
- Target Card Issuances
- 7 million in 2 years
- Key Strategy
- Focus on premium, lower-risk customers
- Technology Focus
- AI-led underwriting, digital core
- Regulatory Alignment
- Emphasis on governance, data protection, customer service