Poonawalla Fincorp Limited (PFL), the Cyrus Poonawalla Group-backed non-banking financial company (NBFC), on Tuesday launched a new Consumer Durables Loans business aimed at tapping into the rapidly growing retail lending segment, the company said in an exchange filing. It also introduced a digital EMI card, offering pre-approved limits to make consumer durable purchases easier and more convenient for customers. This strategic entry into the high-velocity consumer durables market marks a significant step for PFL as it seeks to scale its retail business and enhance profitability.