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Digital Payments Push Expands Beyond Smartphones With BHIM Initiative
is working to expand the reach of the BHIM app to feature phones as part of a broader strategy aimed at deepening financial inclusion and significantly increasing its market share. The company is also planning partnerships with banks for financial product distribution and technology integration through white-labelling solutions.
NPCI BHIM Services Limited, the wholly-owned subsidiary of the National Payments Corporation of India (NPCI), is planning to expand the BHIM app’s availability to feature phones as part of an ambitious growth strategy focused on financial inclusion and market expansion.
Speaking about the company’s future plans, Managing Director and CEO Lalitha Nataraj said the organisation aims to transition BHIM from being primarily a “reference app” into a major market competitor in India’s digital payments ecosystem.
The company is eyeing a substantial increase in market share by targeting underserved and non-smartphone users, particularly in rural and semi-urban regions where feature phone usage remains significant.
As part of its strategy, NPCI BHIM Services plans to partner with banks for the distribution of financial products and services, allowing users to access a broader range of digital financial solutions through the platform.
Nataraj also revealed plans to embed BHIM’s technology into bank mobile applications through a white-labelling approach, enabling banks to leverage BHIM’s infrastructure while offering customised digital payment experiences to their customers.
The move reflects a broader push to strengthen digital payment penetration and expand financial accessibility across India, especially among populations with limited access to smartphones or advanced banking services.
Industry experts believe feature phone compatibility could significantly widen the reach of Unified Payments Interface (UPI)-based transactions by bringing more users into the digital financial ecosystem.
The strategy also highlights growing competition in India’s rapidly evolving digital payments sector, where platforms are increasingly diversifying services beyond payments into lending, insurance, savings, and financial product distribution.
BHIM, originally launched as a government-backed UPI payment application, has played a key role in promoting digital transactions and supporting India’s cashless economy initiatives.
Key Strategy Highlights
| Initiative | Objective |
|---|---|
| Feature Phone Expansion | Improve financial inclusion |
| Bank Partnerships | Distribute financial products |
| White-Labelling Strategy | Integrate BHIM technology into bank apps |
| Growth Goal | Increase market share |
| Focus Areas | Rural and underserved users |
