NPCI BHIM Services Limited (NBSL) has roped in former India captain Mahendra Singh Dhoni as brand ambassador for the BHIM Payments App, in a strategic move to strengthen brand trust and accelerate growth in India’s competitive digital payments market.
The partnership comes as BHIM nears a decade of operations and looks to transition from a widely used payments interface to a preferred household platform. Built on NPCI’s robust infrastructure, the app has scaled across the country, while Dhoni’s reputation for consistency and composure is expected to enhance brand recall and credibility.
Lalitha Nataraj, MD & CEO, NBSL, said the focus is now on deepening user confidence and preference. “Our objective is to position BHIM not just as a payments option but as the preferred app for every member of the Indian household. Trust remains central, and Dhoni embodies that value,” she said.
Dhoni said BHIM’s simplicity and accessibility were key to his association, noting that ease of use is critical as digital adoption widens.
Repositioned as “Bharat Ka Apna Payments App,” BHIM has expanded across Tier 1, 2 and 3 towns, supporting over 15 regional languages and low-connectivity usage. Reward-led adoption strategies and merchant partnerships are expected to improve user retention and drive transaction growth across segments.
