Amazon and Flipkart are making significant strides into the Indian financial services sector by introducing new consumer loan offerings. Amazon, having acquired the non-bank lender Axio, plans to restart small-business loans and provide cash-management tools tailored for digitally active merchants, particularly in smaller cities. Meanwhile, Flipkart is preparing to launch buy-now, pay-later products, pending approval from the Reserve Bank of India. The consumer loan market in India has expanded dramatically, growing from nearly $80 billion in 2020 to around $212 billion in 2025. Both companies aim to capitalize on this growth by utilizing their extensive customer data and digital payment platforms. Experts suggest that while there is substantial potential for these companies to disrupt traditional banking, successful execution will be crucial as they venture beyond their core retail operations.