Citrus Pay was launched in April 2011 by Jitendra Gupta to bridge the gap between the expectations of merchants, who desired analytics and automation, and the services provided by banks, which were limited to just a Visa or MasterCard checkout. The company bridges this gap by providing software that helps merchants manage their back-end software and payment gateways. It has three business verticals — payment processing, enterprise payment SaaS solutions and consumer payment services. Citrus Pay’s payment gateway is used by companies such as Indigo, Jet Airways, TinyOwl and Amazon India. The company introduced its wallet service Citrus Cash in February 2014 and it gained quite a bit of popularity before being shut down due to several instances of fraud. This service was reintroduced six months later with adequate safeguards to control misuse. Citrus Pay was the first wallet company to integrate its services with those of cab aggregators such as Olacabs and Meru Cabs to offer cashless payments.