NeoGrowth is an innovative player in the Indian financial sector. It solely focuses on micro, small and medium-sized enterprises (MSME), specifically merchants and retailers, and uses a so-called Merchant Cash Advance (MCA) model to target these enterprises. In brief: it provides credit to retail merchants in exchange for an agreed upon percentage of future credit card and/or debit card sales. Merchants repay their loan daily depending on the turnover of their credit/debit card sales.