Flipkart’s Super.money Quietly Partners With Troubled Juspay As It Expands Its Reach
Walmart-owned Flipkart is doubling down on fintech innovation. Flipkart’s Super.money quietly partners with troubled Juspay to expand its digital payments reach and strengthen its position in India’s booming D2C (direct-to-consumer) checkout market.
The partnership underscores Super.money’s growing ambitions as it moves beyond Flipkart’s traditional e-commerce ecosystem. With this collaboration, the company aims to hit $100 million in annual revenue by 2026, signaling serious intent in India’s competitive payments space.
Super.money Bets Big On D2C With ‘Breeze’
Last week, Super.money rolled out its new product, Super.money Breeze, a one-click D2C checkout experience. The platform aims to remove friction for online shoppers by skipping OTPs and repeated logins — a major step toward faster, more seamless purchases.
While the company didn’t name its technology partners publicly, sources told TechCrunch that Juspay is powering the payments infrastructure behind Breeze. This quiet integration marks a pivotal comeback opportunity for Juspay, which has had a turbulent year.
Why The Juspay Partnership Matters
For Super.money, teaming up with Juspay brings reliability and scale to its growing checkout ecosystem. The move could help the fintech brand reach new D2C customers, gain visibility among independent online merchants, and reduce its reliance on Flipkart’s marketplace traffic.
For Juspay, however, the partnership is a potential lifeline. The Bengaluru-based payments firm — backed by SoftBank — has faced turbulence since major gateways like Razorpay and Cashfree Payments cut ties earlier this year. Those exits led to lost clients and a valuation hit during fundraising, where Juspay raised $60 million, down from an expected $100 million.
Juspay’s Road To Recovery
Once a favorite backend partner for major payment aggregators, Juspay built its reputation on reducing transaction failures through advanced routing technology. It even holds a payment aggregator license from the Reserve Bank of India (RBI) and continues to serve top clients like Amazon.
But with increasing competition from homegrown players such as Razorpay, Cashfree, and Flipkart’s own spinoff PhonePe, the market is getting tougher. Many players now prefer in-house solutions, squeezing third-party providers like Juspay out of the loop.
A Quiet Alliance With Big Implications
This collaboration — though not officially announced — could be mutually beneficial. Flipkart’s Super.money quietly partnering with troubled Juspay signals a pragmatic move by both companies: Super.money gains proven payments expertise, while Juspay gets a chance to rebuild credibility in India’s fast-changing fintech scene.
If successful, this partnership could reshape the D2C payments landscape — blending Flipkart’s massive reach with Juspay’s payment infrastructure finesse.
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