Incorporated in 1998, Pine Labs is a leading Indian merchant commerce platform that provides point-of-sale (POS) solutions, payment processing, and merchant financing services. Pine Labs empowers businesses of all sizes—from small retailers to large enterprises—with digital payment technologies and value-added services.

Key Offerings:

• Smart POS Devices – Accept multiple forms of payments including credit/debit cards, UPI, mobile wallets, and EMIs.
• Buy Now Pay Later (BNPL) – Offers instant EMI solutions at the point of sale for various consumer goods.
• Merchant Financing – Provides short-term working capital loans to merchants through partnerships with financial institutions.
• Loyalty and Gift Solutions – Enables brands to offer loyalty programs, digital gift cards, and promotional campaigns.
• E-commerce and Online Payment Tools – Offers APIs and payment gateway services to support digital stores and apps.

As of June 30, 2025, the company had 988,304 merchants, 716 consumer brands and enterprises, and 177 financial institutions. It has served top consumer brands, including Amazon Pay, LG Electronics, Flipkart Internet Private Limited and Redington. Under the financial institutions, its key customer base includes HDFC Bank, Axis Bank and ICICI Bank.

Pine Labs has evolved from a card-based payment solution provider to a comprehensive fintech platform, playing a key role in India's shift to a cashless, digitally empowered retail economy.

Competitive strengths

• Ecosystem which brings together merchants, consumer brands and enterprises, and financial institutions enabling commerce transactions
• Full stack, cloud-based, scalable digital infrastructure and transaction platform
• Deep partnerships with large merchants, consumer brands and enterprises, and financial institutions.
• Experienced, professional management team