UPI AutoPay Set to Drive Incoming Wave of Consumer AI Cos in India

UPI AutoPay enables users to set up recurring e-mandates for payments like electricity bills & subscriptions

- Rwit Ghosh

The launch of UPI AutoPay has led to a new breed of startups and is helping others tweak their strategy to make the best use of the technology. The shift comes at a time when Indians are spending more time and money on the internet.

AutoPay's adoption has been sector-agnostic. Between 2024 and 2025, startups in edtech, wellness, health tech, fintech, as well as media and entertainment, have raised nearly $7.6 billion from venture capital firms, according to startup data intelligence platform Tracxn. Some firms that have adopted a subscription model or have enabled UPI AutoPay include content platforms like Kuku FM and Pocket FM, edtechs like SpeakX, Khare Classes, and Seekho, and wellness platforms like mental health startup Wysa and weight loss and nutrition tracking startup HealthifyMe. "Anywhere that people need to make regular payments, whether it's towards entertainment or financial services, AutoPay is boosting that," said Munish Vaid, vice president at global consulting firm Primus Partners.