DSA (Direct Selling Agent)

A Direct Selling Agent is a customer-acquisition entity that markets loan products on behalf of an RBI-registered lender. The DSA earns a commission per disbursed loan, but never lends money itself — the actual lending entity is the underlying NBFC or bank named in the loan agreement and sanction letter. Many of India's most popular loan apps operate as DSAs, including GoCredit. This structure is legal and disclosed by RBI's Digital Lending Guidelines, but borrowers often confuse the app brand with the lender. For grievances, complaints must be filed against the underlying NBFC, not the DSA app.