01
Banking partner
Capability
Mobile-first
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Fintech Commerce
Hdfc EMI Store — Bank Grade, Multi-Tenant Commerce Platform Built in 7 Weeks
How Linearloop built a scalable, theme-adaptable EMI storefront on the Fynd platform — with SSO authentication, dynamic EMI plans via PayU, and a codebase reusable across banking partners.
React.jsFynd PlatformPayUSSO v3vTiger CRMDelhiveryNetCoreCI/CD
7 Weeks
Concept to delivery
Multi-Tenant
One codebase, theme-adapted per banking partner
10+
Third-party integrations — PayU, vTiger, Delhivery, NetCore
Platform Overview
One codebase. Every bank's storefront.
Shared layer
Single React codebase on Fynd — forked per banking partner
Multi-tenant02
Themed EMI store
Capability
Theme per bank
03
EMI checkout
Capability
SSO authentication
04
Banking customer
Capability
Dynamic EMI plans
Storefront experience
Built for banking customers. Designed for conversion.
EMI pricing, reward points, and bank SSO woven into every step — from homepage discovery through checkout.
01
Homepage
EMI-first discoveryHero banner, brand strip, and category navigation
Next
02
Product listing & details
Points & EMI tableBrowse catalog and dynamic EMI calculator on PDP
Next
03
Checkout
Bank SSO · PayU EMISSO authentication and EMI payment via PayU
The Problem Space
What challenges did this project need to solve?
Challenge 01
No existing digital EMI channel for banking customers to browse and purchase on EMI
Challenge 02
No secure SSO integration between the storefront and banking portals across multiple bank partners
Challenge 03
EMI plan rendering was manual and static — no dynamic per-bank EMI customization on the Fynd platform
Challenge 04
Delivery deadline of 7 weeks with financial-grade security, performance, and multi-tenancy requirements
This goes beyond building a regular e-commerce site. It's a bank-grade EMI store where security, customization, and scalability were non-negotiable — with one base system powering multiple storefronts, each with their own branding, products, and customer journeys.
Making a Difference
How Linearloop helped
Previous stateBefore | With LinearloopAfter |
|---|---|
1 No digital EMI purchase channel. Banking customers had no direct way to browse or buy on EMI through their bank. | Built a fully functional, mobile-first EMI storefront with multi-category product browsing, live pricing, and seamless checkout — delivered in 7 weeks. |
2 Authentication was fragmented. No unified, secure SSO login connecting banking portals to the storefront. | Built a custom Fynd extension for secure SSO v3 authentication — consolidating all login security into one reusable, bank-agnostic module. |
3 EMI plans were static. No dynamic, per-bank customization of EMI configurations within the platform. | Integrated PayU for dynamic EMI plan rendering — configurable per banking merchant, surfaced inline on every product page. |
4 Each new bank would require a full rebuild. No reusable architecture for multi-bank deployment. | Delivered a component-based, theme-adaptable architecture — one codebase, deployable for any banking partner with their own branding and catalog. |
PayUvTiger CRMDelhiveryNetCoreSSO v3CI/CD pipeline
Our Process
Seven weeks. Agile from day one.
Delivery window7 weeks
W1
W2
W3
W4
W5
W6
W7
API contract first
Architecture, API definitions, and component structure locked before UI development began.
Weekly sprints
Agile delivery with evolving requirements managed through weekly sprint reviews.
CI/CD pipeline
Custom pipeline syncing from internal GitHub to client Bitbucket — every push validated and tracked.
Financial-grade standards
Performance, security, and data integrity reviewed at every sprint given banking partner requirements.
Third-party risk management
PayU and SSO integration uncertainties flagged early and resolved through parallel testing tracks.
Mobile-first throughout
Every component built and tested mobile-first — no desktop-down retrofitting.
What We Built
Four capabilities. One bank-grade platform.
Multi-tenant themed storefront
One codebase with theme-based customization per banking partner — branding, catalog, and customer journey fully adaptable without a rebuild.
Custom SSO authentication extension
Secure, reusable Fynd extension for SSO v3 login — consolidating banking portal authentication into one compliant, bank-agnostic module.
Dynamic EMI plan engine
PayU-integrated EMI calculator configurable per merchant — plans rendered dynamically on every product page based on bank and product category.
CI/CD and multi-repo pipeline
Custom pipeline bridging internal GitHub and client Bitbucket — consistent, auditable deployments across the full development lifecycle.