Kunal Shah and CRED: The Reward of Trust
In 2018, Kunal Shah looked at a simple truth. Millions of Indians were paying their credit card bills on time, yet no one appreciated them. No rewards, no benefits, not even basic recognition. He asked himself a question that most people ignore. Why do responsible people never get rewarded?
That question led to the creation of CRED.
Kunal was not a new entrepreneur. He had already built FreeCharge and tasted success. He could have chosen a quiet life. Instead, he started again from the beginning, driven by curiosity and a deep belief that India was ready for a product that celebrated good financial behaviour.
CRED launched as a smooth, elegant app that rewarded users for paying their bills. Its clean design and clever tone immediately stood out. Then came the iconic IPL ads that made people wonder what this mysterious app actually did. Slowly, CRED became a household name.
The journey was not easy. Many questioned the business model. Some believed it was a marketing bubble. Through all the noise, Kunal remained steady. He trusted data, trusted human behaviour, and trusted that a community of responsible users could unlock immense long term value.
Today, CRED is one of India’s most influential fintech brands. It has expanded into loans, travel, shopping, and savings, while keeping its signature minimal design and sharp voice intact.
Kunal Shah’s story shows that sometimes the most powerful ideas come from observing everyday behaviour. And sometimes, trust itself becomes an innovation.
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