Adroit Payment Gateway - White Label Solution

 Adroit In Media Private Limited’s proprietary rights are included in the information disclosed herein. The recipient, by accepting this document, agrees that neither this document, nor the information disclosed herein, nor any part thereof shall be reproduced by any means graphic, electronic or mechanical, including photocopying, recording, taping or in information storage and retrieval systems or transferred to other documents or used or disclosed to others for manufacturing or for any other purpose except as specifically authorized in writing by Adroit In Media Private Limited. 

Background of the business – Necessity & Demand
In today's world, the exchange of money more and more happens electronically and all these happen through payment gateways
–Types of Money transfers
  1. Payments for goods or services being physically present at location : also called Point of Sale terminals:
  2. Payments for goods or services online
  3. Money transfers from one bank account to another at the location (Bank)
  4. Money transfers online
–Modes of Electronic Payments
  1. Credit / Debit Cards
  2. Mobile Phones
  3. Net Banking
  4. Online Wallets
A Payment Gateway is the router For all online – electronic money transfer / exchange / payments.
  • Wikipedia defines Payment Gateway: A payment gateway is an e-commerce application service provider service that authorizes credit card payments for e-businesses, online retailers, bricks and clicks, or traditional brick and mortar.[1]
  • It is the equivalent of a physical point of sale terminal located in most retail outlets. Payment gateways protect credit card details by encrypting sensitive information, such as credit card numbers, to ensure that information is passed securely between the customer and the merchant and also between merchant and the payment processor.[2]
  • A payment gateway facilitates the transfer of information between a payment portal (such as a website, mobile phone or interactive voice response service) and the Front End Processor or acquiring bank.

An Overview comparison of payment gateways, with respect to their pricing plan and services offered in India


Plan Standard Promotional
Setup Fee (Rs) 0 0
Debit Card 0.75% for Transaction Value upto Rs. 2000
1% for Transaction Value above Rs. 2000
0.75% for Transaction Value upto Rs. 2000
1% for Transaction Value above Rs. 2000
Netbanking 3.5% for Transaction Value between Rs. 0-5 lakhs.

3.25% for Transaction Value between Rs. 5-10 lakhs.

3% for Transaction Value between Rs. 10-25 lakhs.

2.5% for Transaction Value between Rs. 25-100 lakhs.

For Transaction Value above Rs. 1 Cr (Custom Quote)

Credit Card 3.5% for Transaction Value between Rs. 0-5 lakhs.

3.25% for Transaction Value between Rs. 5-10 lakhs.

3% for Transaction Value between Rs. 10-25 lakhs.

2.5% for Transaction Value between Rs. 25-100 lakhs.

For Transaction Value above Rs. 1 Cr (Custom Quote)

American Express 3.5% 1%
International Credit Card 1.5% over and above domestic credit card pricing 1%
AMC (Rs) 0 0
Note* Promotional Pricing is for sign-ups before 31st March, 2014 and is valid till June 18th, 2014. Taxes apply to all above charges.



Plan Popular Privelage
Setup Fee (Rs) 0 30000
Debit Card 1.25% 1.25%
Netbanking 4% 2.5%
Credit Card 3.5% 2.25%
American Express / JCB 5% 3.6%
Cash Card 5% 3.6%
CC Avenue Phone Pay 0.5% + Above TDR 0.5% + Above TDR
AUSC/AMC (Rs) 1200 (from 2nd year) 3600
Note* Annual Software Upgradation Charges (ASUC) is charged on a per month basis payable in advance every year in April. Taxes apply to all above charges.



Plan Introductory Offer (6 months) Easy Starter Level Up Power Packed
Monthly Charges (Rs) 1 7000 10000 15000
Setup Fee (Rs) 0 0 0 0
Debit Card 1.25% 1.25% 1.25% 1.25%
Netbanking 2% 2% 2% 2%
Credit Card 2% 2% 2% 2%
American Express 2.75% 2.75% 2.75% 2.75%
AMC (Rs) 0 0 0 0
Notes* The above mentioned plan is for monthly transactions numbering between 1000 to 5000. For plans with monthly transactions numbers between 1-100 & 100-1000, TDR is flat 2.5% on all transactions, only the monthly charges vary. Plan monthly charges vary depending on transaction number chosen. Monthly charges payable upfront. For plan with more than 5000 transactions per month, custom quote facility is available.


payuPayU India

Plan Economy Silver Gold Platinum
Setup Fee (Rs) 6000 12000 24000 36000
Debit Card 0.75% for Transaction Value upto Rs. 2000.
1% for Transaction Value above Rs. 2000.
0.75% for Transaction Value upto Rs. 2000.
1% for Transaction Value above Rs. 2000.
0.75% for Transaction Value upto Rs. 2000.
1% for Transaction Value above Rs. 2000.
0.75% for Transaction Value upto Rs. 2000.
1% for Transaction Value above Rs. 2000.
Netbanking 4.9% 3.9% 3.25% 2.75%
Credit Card 4.9% 3.9% 3.25% 2.75%
American Express 4.9% 3.9% 3.5% 3.25%
EMI 4.9% 3.9% 3.25% 2.75%
Cash Card 4.9% 3.9% 3.25% 3%
Release on Delivery (COD) 2.9% 2.9% 2.9% 2.75%
AMC (Rs) 2400 2400 2400 2400



Plan Bronze Silver Gold Platinum
Setup Fee (Rs) 12000 18000 24000 30000
Debit Card 3% 1.75% 1.5% 1.25%
Netbanking 4% 3.5% 2.75% 2.5%
Credit Card 4% 3.5% 2.75% 2.5%
American Express/JCB/Diners 5% 4.5% 4% 3.75%
EMI NA NA 3.75% for 3 months.
5.75% for 6 months.
3.75% for 3 months.
5.75% for 6 months.
MMC (Rs) 600 500 400 300
Notes* MMC will be waived in Silver, Gold & Platinum plans if Transaction Volumes Processed is above Rs. 300,000 per month. EMI options currently available through Citibank, HDFC Bank & ICICI Bank. Taxes apply to all above charges.



Plan Gold Platinum Corporate
Setup Fee (Rs) 10000 20000 35000
Debit Card 1.25% 1.25% 1.25%
Netbanking 4% 3% 2%
Credit Card 4% 3% 2%
AMC (Rs) 2400 2400 2400
Notes* Taxes apply to all above charges.



Plan Starter Express
Setup Fee 10000 30000
TDR 3% for Monthly Transaction Value upto Rs.5 lakhs
2.5% for Monthly Transactiona Value above Rs. 5lakhs
AMC (Rs) 2400 (From second year) 0


Understanding the Revenue Potential and the Business Model:

The entities involved in an online payment transaction:

  1. The Credit/Debit Card Issuance company (Example: VISA / MasterCard)
  2. The Issuing Bank: (Example: SBI VISA or Citibank Mastercard)
  3. The Acquiring Bank (Where the Retailer (Merchant) has their account)
  4. The Payment Gateway Service Provider (Paypal, Zippay, payu, Ccavenue etc..)

Off the transaction fees percentage ( which is on an average 2.5% to 5% for the credit card transactions ) generally

major portion is retained by the Issuing bank, next the acquiring bank and the remaining is split in equally between the Card Issuer

and the payment gateway service provider. Generally the payment gateway  Service provider charges

between  0.1% to 0.25% of the transaction amount. This is open to negotiation and business relations

between the issuer, the acquiring bank and the payment gateway service provider.

Statistics 2013 – 2014 indicate ₹40,000 Crore in online payments processing by payment gateway companies..

And this is understood to be just 1% of the actual market potential… (these statistics are published in leading

newspapers of India) , multi-fold increase in online activity is leading to high demand and necessity for

Payment gateway service and the market potential is statistically shown to increase at 40% per year!

The Growth potential is very potent: as online payment facility is desired by all sectors that sell products

And/or Provide Services, examples: Online Fees payment for Schools / Colleges / Universities …,  online

Bills payments…,

References: Multiple internet sources have been referred along with many interactive sessions with the

concerned parties for the compilation of this report. Regulatory bodies like Reserve Bank of India and Ministry

of Commerce websites and other associated organizations are among the top mentions and sources.

The Adroit In Media Payment Gateway Solution is created and presented as a White Label Solution, meaning

third party intending service providers can offer Payment Gateway services in exclusively their own branding

for a fraction of the costs required to set-up and operate a Payment Gateway Service.

Fact: There are no White-Label Payment Gateway Solution Service providers in India at the moment..

AIM Payment Gateway – White Label Solution – Business Model
Providing White-Label turnkey Solution across platforms (Online, Mobile Phone platform, Point of Sale Terminals)
Example: An Educational Institution which charges on an average Fees or ₹ 100,000 per year and has 10,000 students., All Fees are paid online through third party payment gateways and the Educational Institution bears a transaction fees of minimum 2.5% on all transactions. ; If this Educational Institution Shifts to the AIM Payment Gateway White-Label Solution it would save 0.25% (meaning ₹ 25,00,000.00  in costs will be saved per year!) + the Educational Institution will have 100% self branding on its website as regards Fee payment with no third-party payment gateway branding whatsoever.
•AIM- Payment Gateway White Label Solution will charge individual Clients (like the educational Institution in the above example) @ 20% of all the revenue saved by the Client on account of shifting to AIM Payment Gateway Solution)
In the above example therefore AIM fees will be ₹5,00,000.00 per year, and thus the educational institution will save ₹20,00,000.00 per year by just shifting on to the AIM-Payment Gateway
There are more than 1 million educational Institutions in India
Adroit in Media has a unique School & Educational Institution Management System Web based ERP which brings educational institutions from across the world on one platform… , and this will be an added service provided by AIM to the Educational Institutions.

The AIM - White Label Solution Saves intrinsic costs for organizations without investing a single penny, it is unlike any other solution available

Setup + Integration + Operation Costs:

Software creation: ₹ 1 Crore – Time Frame: Ready + adaptation time 1 month.

Annual Maintainance + Upgradation + Updation costs: ₹50,00,000.00 per year for first three years.

RBI – Permission & Security Deposit: approximately upto ₹ 3 Crore – Time Frame: 6 months

Multi-Party Acquiring Bank Integration: Time-Frame: up-to 1 Year ( Costs - Variable)


  1. Hardware & Complete Office Set-up: ₹ 5 Crore (3 Year set-up under lease)
  2. Marketing awareness: ₹ 50,00,000 / year for first 3 years.
  3. HR : Total Employee Costs ₹ 1 Crore / Year for first three years.

Total Start up Fund needed at disposal outright: ₹ 9,00,00,000.00 ( Rupees Nine Crores): Such an Investor will be termed Start-up Fund Investor and will be the 100% owner of the Intellectual Property in the White-Label Payment Gateway Solution as also all tangible property created for this Business Entity.

Adroit In Media will be granted mandatory: the Operations & Management Contract for first three years and Adroit In Media will charge Fees @ 30% of all invoicing.

This Contract will have compulsory renewal on same terms for every further 3 years on successfully achieving break even of investment in the first 3 years of Operation, and there after mutually decided Targets.

in the example above if AIM Gateway Charges 20% of all revenue saved i.e. ₹ 5,00,000.00  to the Educational Institution for its White Label Payment Gateway Solution, Adroit In Media will deduct 30% (i.e. ₹1,50,000.00) of this Invoice as its Operations & Management Fees.

We - Adroit In Media will identify and approach 1000+ institutions (Prospective Clients) to save them in excess of ₹ 25,00,000.00 per year in Payment Gateway Fees, there by projecting an earning of a gross revenue of ₹ 15 crores from 300 Clients signed up over a 3 year period.

Educational Institutions Focus will give AIM Gateway a strong foothold in recurring revenues

Simultaneously AIM Gateway company's marketing promotion will attract numerous individual entities wanting to subscribe to a white label payment gateway solution to offer under their brand to the open market, these will be charged an upfront payment of minimum ₹ 5,00,000 per year for an open market with a limit of ₹ 50 Crores as the transaction limit per year, if the transaction limit crosses ₹ 50 Crores, AIM Gateway will charge @ 0.05% per transaction above ₹50 crore.

In the event that Adroit In Media's Operation & Management efforts do not yield the projected 15 Crore Turnover in the first 3 years , the Start-up Fund Investor will be at liberty to not renew the Operations & Management Contract.

The Start-up Fund Investor will be 100% owner of the business and then on operate it on its own will.


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