DMI Finance (DMI) was formed and registered as a non-banking financial company in 2008. The enterprise utilized a technology-driven process comprising application programming interface (API); algorithms; and data points captured using Aadhaar, a unique identification assigned to Indian residents, to disburse loans to individuals and firms. As a digital lender, DMI initially operated in personal loans, SME loans, and housing finance. After 2018, it shifted focus to the digital consumer portfolio. Despite growing revenues, in March 2024 DMI was facing challenges from existing and new players, and the co-founder sensed it was time to decide on a strategic change. To better serve its customers, should DMI add a new business model or should it continue with the existing one? How could it maintain its competitive advantage in a fast-changing industry?
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