Lead the end-to-end strategy and growth for utility bill payments, aiming to achieve 2-3x growth while ensuring compliance and building a scalable business.
what is CRED?
CRED is an exclusive community for india’s most trustworthy and creditworthy individuals, where the members are rewarded for good financial behavior.
CRED was born out of a need to bring back the focus on a long lost virtue, one of trust, the idea being to create a community centered around this virtue. a community that constantly strives to become more virtuous in this regard till they finally scale their behavior to create a utopia where being trustworthy is the norm and not the exception. to build a community like this requires a community of its own; a community special in its own way, working towards making this vision come true.
here’s a thought experiment: what do you get when you put a group of incredibly passionate and driven people and entrust them with the complete freedom to chase down their goals in a completely uninhibited manner? answer: you get something close to what we have at CRED; CRED just has it better.
As the business category lead for utility bill payments & recharge, you will own the end-to-end strategy, growth, and P&L for one of CRED’s most important engagement categories.
This role is responsible for step-change growth — scaling the category 2–3× by making utility payments and recharges a habit-forming, low-friction, and high-frequency use case for CRED members.
The mandate is not short-term monetisation, but maximising active transacting members at the lowest cost to serve, while building a compliant, resilient, and scalable business.
you will work closely with product, engineering, compliance, and external ecosystem partners to define the future roadmap for the category and translate strategy into execution.
what you will do
own the category end-to-end, including growth strategy, economics, forecasting, and reportingDrive planning cadences, operating reviews, and performance tracking for the category
balance growth, reliability, cost-to-serve, and long-term sustainabilityMake clear trade-offs between engagement, scale, and economics
partner with product and design teams to define the long-term vision and roadmap for utilities and rechargeIdentify levers to drive 2–3× growth in active transacting members
reimagine user journeys, frequency drivers, and habit loops within the category
translate category strategy into executable priorities and milestones
drive adoption and repeat usage across:bbps-based utility categories
mobile recharge flows operating on non-bbps rails
design strategies to reduce friction, increase trust, and improve payment confidenceFocus on low-cost engagement, not yield maximisation
use data and experimentation to identify and unlock growth inflection points
work closely with nbbl (npci bharat billpay ltd) and internal compliance teams to ensure regulatory alignment
partner with billers, aggregators, and service providers to improve coverage, reliability, and experience
anticipate ecosystem or policy changes and factor them into category strategy
represent category requirements clearly in cross-functional and partner discussions
act as the single-threaded owner working across product, engineering, compliance, finance, and growth
influence without authority through clear problem framing, structured thinking, and data-backed narratives
drive clarity in ambiguous spaces and align teams around common outcomes
must haves/should haves
6–10 years of experience in payments or fintech, with prior ownership of utility bill payments and/or recharge categories in India
direct experience working with bbps and non-bbps recharge flows
proven track record of scaling high-frequency consumer payment categories
strong strategic and analytical skills — able to translate insight into executionExperience owning P&L, planning, and business performance cadences
ability to operate cross-functionally in regulated environments
high ownership mindset with strong collaboration ethos
