Interview of Gaurav V. Singhvi from Finmart Advisory, Real Business Stories | Read Startups
Read the interview with Gaurav V. Singhvi, Finmart Advisory


Please explain your venture to us in brief. is India's first '360 Degree Financial E-Commerce' platform. It is a start-up founded by veteran practitioners in the field of Finance and Accounting. With internet technology taking the centre stage, the founders envisioned® as a 360 degree online Financial Advisor to not only Residents but also for Non Resident Indians. is the most upcoming, one-stop, online financial advisory web-portal designed consciously to meet any users financial, managerial and advisory requirements. It can simply be understood as a hub of enthusiasts, entrepreneurs and experts taking care of the user’s simplest needs of “documentation submission’ to toughest of tasks of ‘Loans”. It is built in with such technologies and several self-help systems which help its users deal with the complexities of various financial situations without being physically present at the expert’s chamber.

Finmart addresses the user’s need and convenience at the Centre stage. It has a team of enthusiastic CA, Technocrats and professionals who aspire to spread awareness amongst as many people as possible. The back office procedures used for providing services at the front end have been mastered meticulously to provide a hassle free end-user experience in the front end.

When did you join the business? What have you brought to the table? was founded on 21st September, 2013.

Unlike conventional Financial Websites, caters its bouquet of services to user based on their requirements to ensure judicious use of the user’s time. User categories are classified as Student, Salaried, Self Employed, SME Business, Corporate and Non Resident Indians. Also if a user does not find his service in the User category, then presents its list of services in another way based on 9 major services heads.

Other than this, provides additional features to users like tax calculators, company compliances list, description of laws and information on other financial matters through its FAQ section. A Financial Calendar has been placed onto the site to ensure timely deposits of tax payments and records thereby avoiding penalty charges, and thus keeps all the users informed. Also calculators are placed on the site to solve queries on immediate basis without the help of a financial expert. Hence, care has been taken to make the site as user responsive as possible.

What makes this particular concept different? Are there competitors? If yes, how do you stand out? is different as it is India’s first one stop solution for complete financial solutions for all users ranging from a student to a Big Corporate. The very idea of this portal is exemplary and the thing that actually motivates us is that the website can be very effective in meeting to the needs of the common people. Saving people’s time in this frenetic world is the main objective with which is designed. Its idea is to hit the right chords of user’s queries thus making things simpler.

As per our survey, we believe that there are no competitors till date. Currently, no online financial website is providing such a huge array of services online.

What is the revenue model?
Online consultancy fee is the primary source of revenue to With many of its services being provided through affiliates, income from commission is also another big chunk of its revenue stream. Additionally various tie-ups with major companies are under process thereby opening up a new segment in multiplying the revenue resources.

Who are the consumers that you are targeting with the innovation? How is this going to affect them?’s online financial advisory targets six user categories namely STUDENT, SALARIED, SELF EMPLOYED, SME BUSINESS, CORPORATE AND NRI. While grouping the user category, has ensured to cover all the major group of customers leaving no category unrecognized.

How Finmart will affect their lives can be summed up as below:

Its main objective is to provide the best services online in a hassle free manner making judicious use of its user’s time. It aims to conveniently provide solutions to its user’s financial and ancillary needs. The NRI section has been specifically been designed keeping in mind their vulnerable knowledge towards Taxation and Financial intricacies. assures of catering to their requests in the best possible manner. Not forgetting to mention, that it will all be under one portal, thus making advisory 360° effective.

What is the potential of growth? envisions gigantic growth in this project as it expects acceptability on the part of the users for the unique idea which is going to change their E-Experience. As per the current operations, mentions of receiving a positive and encouraging response from its users, thereby making this a viable venture.

Also, currently 3% of Indian populations are PAN card holders and with the increase in GDP and Industrial Growth, there lies a huge opportunity to tap these potential of the Economy. Additionally, same model can be replicated even in the overseas market with few changes in the Taxation Model and other legalities.

What is the strength of the organization and the scale of operations? is backed by The Financial Supermarket which is into the market since more than a decade serving verticals constituting of Advisory, Debt, Outsourcing and Records Management. A congregation of experience of 2000 human years in varied financial advisories and with the aid of a young as well as experienced team, it has till now served more than 4000 SME clients and 300+ emerging Corporate in more than 65 sectors. It is geographically competent with 2 International Offices, 4 International Off-Shore Locations, 7 Indian offices and 108 associated offices across India. This high network of The Financial supermarket makes competent enough to handle the back-office operations smoothly. Also there is a small dedicated team of enthusiasts and professionals working passionately each day towards building this E-Portal.

The scale of operations is wide and enormous. There are no boundaries for the scale of operations in this flat world.

Give us a brief background of what you were doing before starting the venture. is a venture of The Financial Supermarket which was incorporated in the year 2002. It offers services across verticals including fund raising, loans, cross border company formation , M&A , IPO planning , legal and secretarial advisory, international taxation , direct tax assurance , indirect tax assurance , management audits and compliances , outsourcing services and records management.

Have you received any funding so far? Are you looking for funds? If yes how do you look to allocate the funds? is a self funding project so far, though we are open to it. Few of investors and Private Equities have also approached us for funding which are currently under evaluation.

What challenges did you face when you were starting out?
Execution bridges the gap between an idea and success. The challenges faced were many and were similar to those of every start-up. ensured to surpass all the obstacles to ensure smooth functioning of operations at both Front-End and Back-End levels. Still, being a portal which is first of its kind, awareness among the people still remains a big challenge.