Asset-backed digital lending platform, Rupeek, has appointed Pitchfork Partners Strategic Consulting as its public relations and digital consultancy. Pitchfork Partners will be responsible for providing strategic communication and digital counsel to strengthen Rupeek’s brand image and enable storytelling that would help increase the preference for doorstep gold loans amongst consumers. The brand is based out of Bengaluru.

Built on ‘Trust & Transparency’ first model, Rupeek aims to democratise access to hassle-free, doorstep credit for all markets and audiences. It currently operates in the gold loan space and aims to be the country’s most preferred, technology-driven new-age financial services powerhouse.

“We are delighted to partner with Pitchfork Partners. At Rupeek, we aim to transform the business of gold loans and democratize access to credit for all. Pitchfork’s integrated strategic approach will assist us in our storytelling efforts to make Rupeek the largest digital lender in the years to come,” said Shalabh Atray, Senior Vice President – Marketing & Digital, Rupeek.

Added Jaideep Shergill, Co-Founder, Pitchfork Partners, “We look forward to this great partnership and are delighted to expand our expertise. With Rupeek’s commitment to gold loans and its unique offerings, it not only has an edge with India’s consumers but can also disrupt the market. We are privileged to partner with such an inventive company.”

Pitchfork Partners will drive the brand outreach for Rupeek, supporting its business growth and strengthening the brand narrative.