Press Release

7,50,000 people across the country pledge to buy local with Protium


  • – The #LetsGoVocalForLocal campaign recorded over 80,00,000 impressions on social media.


Pledges keep rolling for Protium’s Diwali campaign #LetsGoVocalForLocal, even three weeks after the day of the festival. So far, more than 7,50,000 people across the country have taken the pledge to buy local and support Indian artisans and small-scale industries, whose business has been in decline over the years. The campaign also highlighted the plight of several century-old industries that need support from the masses to survive in this digital age.


The campaign was a reflection of Protium’s brand principle of fueling ambitions leading to an empowered India. The company makes convenient credit available and accessible through its various sub-units, namely, Protium Finance, Protium Money, and Protium Sakshara, which lend to MSMEs, consumers, and educational institutions, respectively. The company believes in powerful financing that changes lives, helps people fulfill their dreams and propels the growth of businesses.

“Small Businesses contribute nearly 30% of the country’s GDP and are the backbone of India’s economy. Protium has fueled the ambitions of 100,000+ MSMEs through powerful financing & this Diwali, we decided to re-emphasize our government’s Vocal for Local initiative and support the livelihoods of the business communities that are facing tough challenges due to low quality cheaper alternatives from markets like China. The communities associated with the production of Kanchipuram sarees, Kumbhar diyas, Sohan halwa, Polki jewellery, Sivakasi firecrackers, Banarasi sarees, and Mysore agarbattis, among many others, are in steady decline financially and face a threat of extinction” said Jiby Mathew, MD, Marketing and Growth, Protium.


Across social media platforms, the reach of the campaign was significant, recording over 80,00,000 impressions. “We are overwhelmed with the response we received for the campaign & will continue to be the voice of millions of businesses who are contributing to India’s growth story,,”  Jiby added.


This Diwali, Protium, too, went #vocalforlocal by supporting an independent small business. Protium distributed a carefully curated gift box from, a homegrown brand that recycles flowers from temples to create useful products such as rose incense cones, phool vermicompost etc., to a total strength of 2000+ employees across 80+ branches in 65+ cities.

A credit and finance solutions company aimed at MSMEs, Protium is a game changer in its segment. Challenging the status quo it has adopted an integrated approach to reach its customers by building a strong online and offline presence in the country. a presence in over 300 Indian cities, Protium has serviced more than 5 lakh customers and has disbursed more than INR 3,500 crore in the last two years.

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