Prithvi Exchange Launches Direct Online Forex Portal, Boosting Digital Strategy

Prithvi Exchange (India) Limited has launched its new Direct-to-Customer (D2C) Online Forex Portal. This move is a key part of the company's digital transformation and its 'BrickClick' strategy, which aims to combine physical and digital services.

The new portal is designed to offer customers a seamless, technology-driven, self-service experience for foreign exchange needs. It signals the company's adaptation to changing digital consumer habits in financial services, promising greater convenience and compliance.

Digital Convenience and Strategy

Prithvi Exchange's new online portal allows customers to book and manage their foreign exchange requirements directly. This offers more flexibility and accessibility, aiming to attract a wider customer base. The company expects enhanced service delivery and operational efficiency from this upgrade.

Company Background

Founded in 1995 and based in Chennai, Prithvi Exchange is an Authorized Dealer Category II company licensed by the RBI. The company had previously launched a B2C forex platform in 2019-20 and has been expanding its physical branch network. It also secured in-principle approval from Visa for a Forex Card program, showing its ongoing focus on developing digital products.

Financial Performance and Market Context

The company reported Q3 FY26 revenue of ₹912.56 crore, a 10.65% decrease from the previous quarter. Net profit for the quarter stood at ₹0.66 crore, down 46.34% QoQ and 4.35% YoY. Prithvi Exchange's market capitalization was approximately ₹86.6 crore.

Competitive Landscape

The Indian forex market is competitive and subject to changing regulations. Prithvi Exchange faces rivals such as Thomas Cook India, EbixCash, and Muthoot FinCorp, which also provide digital forex services. Other fintech firms like Angel One and IIFL Finance operate in the broader financial services sector.

Looking Ahead

Investors will track customer adoption and transaction volumes on the new portal. The contribution of this D2C channel to revenue and profitability will be closely monitored. The company's success in using technology for service expansion and maintaining a competitive edge will also be a key focus.