The happenings in the Chennai-headquartered financial services group Shriram have been hitting the headlines ever since the mega restructuring of its ownership some time ago. Post the revamp, Shriram Finance has emerged as the country’s largest retail asset financing non-banking finance company. Shiram has hit the news yet again. It has announced a new partnership with One97 Communication Ltd, the owners of payment app Paytm. Under the arrangement, Paytm will facilitate digital credit for merchant and consumer loans from Shriram Finance. The duo is expecting the partnership to herald a new and wholesome digital loan experience for merchants whose credit needs remain largely un-served. The tie-up with Paytm comes even as Ajay Piramal’s company and TPG India Investments (a private equity player) cashed out of Shriram Finance by selling their holdings of 8.34% and 2.64% respectively, a few days ago. The Piramals may have to cash out its investment in the insurance business of the Shiram group in the wake of their acquiring Dewan Housing Finance Ltd, which too has an insurance arm. It is learnt that the Piramals have already been in discussion with the top leadership of the Shriram group to find an exit option for its insurance investment. In the midst of hectic happenings around the Shriram group, TPG, which has just exited Shriram Finance, is reportedly toying with the idea of investing in Shriram Housing. Well, Shriram appears to be an irresistible conglomerate!