PhonePe launches PulsePro for deeper market insights in India

PhonePe has launched PulsePro, an enterprise intelligence platform built on aggregated and anonymised transaction data. The company says it will help businesses, researchers and policymakers read hyperlocal demand and consumption trends more closely.PhonePe is expanding beyond payments with the launch of PulsePro, an enterprise intelligence platform that uses aggregated and anonymised transaction data to help businesses, policymakers and researchers make better decisions.The product builds on the success of PhonePe Pulse, the company's free interactive data platform launched in 2021. While Pulse made district and state level digital payments data publicly accessible, PulsePro is designed for organisations that need deeper, more granular insights into India's consumption patterns.Speaking about the launch, Karthik Raghupathy, Head of Strategy at PhonePe, said the idea for Pulse first came from recognising the scale of data flowing through the platform."By 2021, PhonePe already had more than 300 million consumers and over 20 million merchants. We realised that the transactional patterns we were seeing were representative of how India's economy was progressing," he said.That insight led to the creation of PhonePe Pulse, an open platform that has since been used by entrepreneurs, researchers, think tanks and policymakers. Organisations such as the World Bank, the Reserve Bank of India (RBI) and the Observer Research Foundation (ORF) have used Pulse data alongside their own datasets to study topics ranging from post pandemic labour recovery to the impact of UPI on cash demand.However, as Pulse gained popularity, PhonePe began receiving requests from businesses looking for more detailed and customized insights."Some wanted data beyond the district level. Others wanted insights by merchant category or customer demographics. There was clearly a demand for much richer intelligence," Raghupathy said.That demand has now resulted in PhonePe PulsePro.Unlike the free version, PulsePro is offered as an enterprise solution tailored to a client's specific requirements. Businesses can use it to identify high potential markets, understand regional demand, evaluate store expansion opportunities or analyse changing consumer behaviour.For example, PhonePe is already working with a national direct to consumer (D2C) brand to identify locations where consumer activity is strong but the brand has little or no presence. The insights help the company decide where to expand through new stores or distribution partnerships. Moreover, the platform offers different kinds of intelligence depending on customer needs. Some businesses may require location based insights at a postal code level to identify underserved markets, while others may be interested in understanding how spending differs across merchant categories such as quick commerce, grocery or jewellery. Others may want customer level insights, including trends across different age groups, income segments or demographics.Rather than simply providing data, PhonePe says it works closely with organisations to understand their business problems before recommending relevant strategies and insights.According to Raghupathy, what makes Pulse Pro different from conventional market research is that it is based on actual transaction behaviour instead of surveys or sample based studies."Surveys always have biases and time lags. This is actual transactional data that reflects how people are spending," he said.Another advantage, he believes, comes from PhonePe's position within India's digital payments ecosystem. Today, the platform serves hundreds of millions of consumers across services including payments, bill payments, investments and insurance, while also powering transactions for more than 50 million merchants. That gives PhonePe visibility into both sides of the economy, offering what the company describes as a unique two sided view of consumption.Despite relying on large scale transaction data, PhonePe emphasises that privacy remains central to the platform. All data shared through PulsePro is aggregated and anonymised, ensuring that no information can be linked back to an individual consumer or merchant.Raghupathy says the larger ambition is to encourage more data driven decision making across sectors."If businesses, researchers and policymakers can use data to make better decisions, it can become a meaningful driver of India's economic growth," he said.For everyday users, the original PhonePe Pulse platform will continue to remain free. Alongside interactive maps and payment trends, it also features "Pulse Bytes", bite sized insights that explain how festivals, seasonal events and consumer behaviour influence transaction patterns across the country.With PulsePro, PhonePe is taking that idea a step further, transforming years of payment data into a business intelligence platform aimed at helping organisations better understand one of the world's fastest growing digital economies.Disclaimer - The material, content, and/or information contained within this impact feature are published strictly for advertorial purposes. T.V. Today Network Limited hereby disclaims any and all responsibility, representation, or endorsement with respect to the accuracy, reliability, or quality of the products and/or services featured or promoted herein. 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