Bajaj Finance Ltd., India’s largest private sector non-banking financial company and part of Bajaj Finserv Ltd., has acquired a 5 percent stake in TrueFan AI, an artificial intelligence-powered video generation platform operating under Hogwarts E-learning Universe Private Limited. The strategic investment was announced on September 8, 2026, from Mumbai and forms part of the Finserv Intelligence initiative. It follows a period of commercial collaboration between the two companies and strengthens Bajaj Finance’s focus on applied artificial intelligence innovation.
Strategic Investment Under Finserv Intelligence
Finserv Intelligence is Bajaj Finserv’s group-wide strategic initiative in applied research and innovation, focused on high-tech and highly scalable solutions built in India for India and the world. The initiative enables Bajaj Finance to invest in technology startups from seed to Series B that show strong innovation and scalability potential. Its focus areas include artificial intelligence, cybersecurity, quantum technologies, fintech, and consumer technology.
Existing Partnership and Enterprise Deployment
Bajaj Finance has already deployed the TrueFan platform at scale, generating millions of personalized videos for customer engagement and dealer enablement initiatives. This commercial relationship supports Bajaj Finance’s broader strategy of deploying artificial intelligence-led automation and personalisation across its digital ecosystem. The equity investment builds on that relationship and reflects confidence in the platform’s real-world performance.
Executive Views on the Partnership
Rajeev Jain, Vice Chairman and Managing Director of Bajaj Finance, described the company as a FinAI organization that is deploying artificial intelligence at scale across its operations. He noted that the investment follows sustained production-scale use of TrueFan’s technology, which gave the company first-hand experience of the platform’s capabilities and execution. Jain added that the move reflects a commitment to supporting proprietary AI innovation in India and confidence in TrueFan’s potential for enterprise adoption.
Nimish Goel, Co-founder and CEO of TrueFan, called Bajaj Finance one of India’s most forward-looking enterprises in artificial intelligence adoption. He said there is no stronger validation than seeing one of TrueFan’s largest customers become a shareholder after experiencing its technology first-hand. Goel described the investment as a strong vote of confidence in the TrueFan AI team and what the company has built.
Expanding Collaboration and Platform Capabilities
Beyond the equity investment, Bajaj Finance and TrueFan AI intend to expand their collaboration across personalized marketing, video generation at scale, in-app live avatar assistance, and artificial intelligence-powered multilingual communication. The partnership will also cover dealer communication, learning and development, and digital onboarding. In line with Finserv Intelligence’s value-creation-first philosophy, the collaboration is expected to go beyond financial investment to build technological capabilities and long-term strategic value.
About the Companies
Bajaj Finance Ltd. is a deposit-taking non-banking financial company registered with the Reserve Bank of India and classified as an NBFC-Investment and Credit Company. It serves over 124.43 million customers through consumer loans, SME finance, commercial lending, rural lending, fixed deposits, and payments. The company operates through web, app, over 4,000 locations, and 250,000 active distribution points, and holds the highest domestic credit rating of AAA with a stable outlook for long-term borrowing.
TrueFan, operated by Hogwarts E-learning Universe Private Limited, is an artificial intelligence-powered video generation platform enabling enterprises, small and medium businesses, and consumers to create hyper-personalized multilingual video content at scale. Founded in 2019, the company supports more than 175 languages and serves leading enterprises across BFSI, healthcare, FMCG, retail, travel, and technology sectors. TrueFan AI currently serves more than 100 enterprise customers, over 150 small and medium businesses, and 70,000 plus consumers, with over 800,000 paid users and more than 6 million app downloads on Android and 1 million on iOS.
Bajaj Finance’s acquisition of a 5 percent stake in TrueFan AI highlights the growing convergence of financial services and generative artificial intelligence in India. By combining a production-proven technology platform with strategic investment, the partnership aims to accelerate personalized digital engagement at scale. The move may also signal further technology startup investments under the Finserv Intelligence initiative as Bajaj Finance continues to build a broader artificial intelligence ecosystem.