19
Mar
NPCI BHIM Services Limited’s (NBSL) decision to appoint former India captain Mahendra Singh Dhoni as brand ambassador reflects a calibrated strategy to deepen trust and drive the next phase of growth in India’s digital payments ecosystem. As BHIM approaches a decade of operations, the platform is repositioning itself beyond a functional payments interface to a preference-led product in an increasingly competitive UPI market. The choice of Dhoni—widely associated with consistency, discipline, and reliability—aligns with BHIM’s emphasis on building long-term user confidence, particularly as digital transactions expand across diverse socio-economic segments. NBSL MD & CEO Lalitha Nataraj indicated that the focus…
