Kritika Shukla


Kritika is a Manager in the Government and Social Impact—Digital Financial Services domain of MSC India. She is a development consultant with over seven years of experience in the field.

Kritika has experience of working with the central government, state governments, think tanks, academic institutions, financial institutions, and  multilateral and bi-lateral donor agencies. She has implemented projects in product development, market research, behavioral economics, risk management and digital financial services in India. Her work involves improving public policy choices through evidence based, bottom up, and human centered approach. She specializes in G2P programs and payment systems, digital financial services, livelihood, market research, impact evaluation, program and policy analysis, project management, value chains assessment, training development and delivery, pilot planning, financial and rural sector development.

Posts by Kritika Shukla

High-Hanging Fruit and Easy Catch—Merchants who need additional “hooks” and hand-holding

This is the third blog from the “Digitizing merchant payments in India” series. It draws from earlier blogs in this series and examines two personas of the merchant ecosystem—high-hanging fruits and easy-catch merchants.

Go-getters and receptive reticents—Merchants who have the instinct, but need support

This is the second blog in the series on “Digitizing merchant payments in India”. The first blog discusses the potential of merchant ecosystem in India and the need to design distinct solutions for different merchants. In this blog, we will discuss two merchant personas: a) The go-getters and b) The receptive reticents.

“Cookie-cutter” solutions for merchants will not work

This series of blogs highlight that providers cannot promote merchant payments through standard “cookie-cutter” solutions. What works for one category of merchants may not work for the other category. We need to look at merchants as distinct personas to decipher their characteristics and explore ways to change their behavior.

A Qualitative Study of Producer Organisations in Select Geographies in India

The report brings out insights on PO forms, organisations, structures, management, governance, operations, business performance, earnings, needs, expectations, maturity levels and several other important aspects regarding farmer collectives.

Where Are Women Agents in Indian DFS?

Financial institutions must take control of the quality of their financial services; to resolve issues permanently and not to rely upon explaining issues away.