GROx (formerly MyShubhLife)

GROx is the new identity of MyShubhLife, a wholly owned subsidiary of UGRO Capital.

GROx marks the next chapter in MyShubhLife's journey. Together with UGRO Capital, we are building a stronger, technology-led embedded finance platform for India's growing merchant ecosystem, enabling merchants, platforms, and ecosystem partners with seamless, scalable, and intelligent credit solutions.

Since 2016, we have been providing affordable credit to millions through our end-to-end financial services platform.

Through our partnerships with various companies, we fulfill the capital needs of several million MSMEs. With an end-to-end API model, fast integration, and a proprietary data-driven underwriting model, GROx helps bridge India's MSME credit gap.

At GROx, we believe in a four-pronged approach to embedded finance: Robust Technology, Deep Data Science, Contextual Products, and an RBI-compliant NBFC. We believe that a lack of credit should never be a bottleneck to growth.