G one are the days when you needed to save diligently for months together to buy an object of desire: electronic items, furniture, consumer durables, gadgets. Now, they can be yours on instant credit, with the added attraction of the facility to pay in easy instalments at no extra cost. Enter the EMI card. "Convenience and the pre-approved feature are reasons behind the popularity of these cards," says Brijesh Dalmia, director, Dalmia Advisory Services. "It's a great marketing strategy that appeals to shoppers." Bajaj Finserv, the market leader in the EMI card segment, claims to have more than 10 million members. Capital First is another major lender in the category and offers the 'Easy Buy EMI Card'. There are also several emerging online players, such as Kissht, Snapmint and ZestMoney, offering the zero-cost EMI conversion option on online markets, such as Amazon, Flipkart and Snapdeal, to name a few. Big purchases made easy ...
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