What is a No-Cost 0% EMI?

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In this explainer video, Deepak talks about how the no-cost EMI actually works and why it is beneficial for everyone.
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Here is my question: Would the Seller have sold me the item for 29000? No. That is a deal between the Seller and the Financier. How does it affect me then?

This is something that has been troubling me, since you (Deepak Shenoy) had posted about this several years back on some twitter thread.

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very tough to understand whatever you are trying

MOHITRATNESH