Rose Merc Limited and WhatsLoan Join Forces to Revolutionize Digital Lending in Rural India

Rose Merc Limited , a prominent investment and marketing firm, has entered into a strategic partnership with WTSLN Fintech Private Limited (WhatsLoan) to develop and deploy advanced AI-driven digital lending solutions. This collaboration aims to transform the landscape of Priority Sector Lending (PSL) in India, with a focus on improving financial inclusion for farmers, consumers, and MSMEs in rural and semi-urban areas.

Key Highlights of the Partnership

The Memorandum of Understanding (MoU) signed between Rose Merc Limited and WhatsLoan outlines several innovative initiatives:

Initiative	Description
NeoLending Digital Platform	Joint development and implementation of a cutting-edge lending platform
Digital Kisan Credit Card	Built with RBI's Unified Lending Interface for agricultural financing
Co-Lending and Embedded Finance	Collaborative lending models to enhance credit accessibility
Loan as a Service (LaaS)	Streamlined loan processing and disbursement services

Targeted Regions and Impact

The partnership will initially focus on Western and Northern India, including:

Maharashtra
Gujarat
Rajasthan
Uttar Pradesh
Punjab
Haryana

By leveraging Rose Merc's strategic and market expertise alongside WhatsLoan's technological prowess, the collaboration aims to:

Reduce processing costs for financial institutions
Achieve faster loan turnaround times
Expand financial services to underserved segments
Comply with RBI and Government of India guidelines

Strategic Benefits

Rose Merc Limited will play a crucial role in enhancing WhatsLoan's market reach and scalability. The company is also exploring potential equity investment opportunities to support WhatsLoan's technological innovation and growth.

Purvesh Krishna Shelatkar, Executive Director of Rose Merc Limited, expressed enthusiasm about the partnership, stating, "This collaboration aligns perfectly with our vision of fostering innovation and supporting high-potential fintech companies. By focusing on Western and Northern India, we aim to bridge the gap in financial access for millions of farmers, consumers, and MSMEs, especially of low- and middle-income groups, creating sustainable growth opportunities for all stakeholders."

Timmana Gouda D, Co-Founder and CEO of WhatsLoan, added, "Teaming up with Rose Merc marks a significant milestone in our mission to revolutionize digital lending through technology. Rose Merc Limited's marketing, strategic, investment expertise, and network will amplify our platforms' impact, enabling access to faster, more inclusive financial services."

Future Outlook

The non-binding MoU emphasizes mutual benefits and includes plans for:

Formation of a joint working group to oversee implementation
Quarterly reviews to assess progress and adjust strategies
Formalization of specific projects through definitive agreements

This strategic alliance between Rose Merc Limited and WhatsLoan represents a significant step towards modernizing India's rural financial ecosystem. By combining innovative technology with strategic market insights, the partnership aims to create a more inclusive and efficient lending environment for underserved communities across the country.

1 Day	5 Days	1 Month	6 Months	1 Year	5 Years
+0.20%	-1.98%	+1.06%	+5.44%	-52.62%	+1,667.20%

Rose Merc Limited has executed a third amendment to its share subscription agreement (SSA) for acquiring a 30.07% stake in Emirates Holding FZ LLC. This latest modification, signed on October 10, 2025, primarily alters the payment terms for the subscription amount under the original agreement dated December 22, 2024.

Key Details of the Amendment

Aspect	Details
Agreement Size	AED 10,869,540.00
Share Valuation	AED 252,780.00 per share (based on post-issue valuation)
Parties Involved	Rose Merc Limited, Mohammed Hanif Kasim Shaikh, Emirates Holding FZ LLC
Execution Date	October 10, 2025
Purpose	To amend payment terms for the subscription amount

Implications and Control

Rose Merc maintains board control of Emirates Holding, making it a board-controlled subsidiary. The company has appointed two nominee directors on Emirates' board:

Mr. Purvesh Shelatkar
Ms. Vaishali Parkar

Transaction Details

The transaction is considered a related party transaction.
It is being conducted on an arm's length basis.
Rose Merc's shareholding in Emirates Holding remains at 30.07% of the post-issue share capital.

Background

This marks the third modification to the original acquisition agreement, following previous amendments in March and September 2025. The initial SSA was executed on December 22, 2024, outlining the terms and conditions for Rose Merc's acquisition of a 30.07% stake in Emirates Holding.

Rose Merc Limited informed the stock exchange about these developments in compliance with Regulation 30 of SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015. The company continues to adapt its acquisition strategy, demonstrating flexibility in its approach to this significant stake in Emirates Holding FZ LLC.