PhonePe shuts Pincode’s B2C arm, pivots to B2B solutions
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Pincode has narrowed its product range by exiting categories like fashion and electronics to prioritize hyperlocal, high-frequency segments including food and groceries, according to an April 2024 Moneycontrol report.
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MURALI KUMAR K
PhonePe’s hyperlocal shopping platform Pincode is discontinuing its consumer-facing business (B2C) operations, including its 15–30 minute delivery service. The company will instead concentrate on scaling its business-to-business (B2B) solutions for physical retailers, as per an official statement.
Sameer Nigam, PhonePe’s Founder & Group CEO, explained, “Pincode’s objective is to equip traditional retailers with tech-driven tools to help them expand and compete effectively against e-commerce and quick commerce rivals. Managing our own B2C rapid-delivery app was diverting resources from this primary goal of enhancing partners’ operational efficiency, margins, and growth.”
The platform has scaled back multiple offerings in recent months, as stated in the report. Earlier this year, Pincode shifted its travel services to the main PhonePe app and withdrew from non-core segments. This strategic shift aligns with PhonePe’s broader preparations for an initial public offering.
Vivek Lohcheb, Pincode’s CEO, elaborated: “Our restructured approach directs all team efforts toward advancing B2B solutions for India’s offline businesses. We currently provide inventory management, order processing, and ERP tools, while expanding into B2B sourcing and replenishment services for select categories.”
Published on December 5, 2025
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