NPCI signals identity reboot

Looks to build brand recall beyond the platforms it powers

- AJINKYA KAWALE

The National Payments Corporation of India (NPCI), the organisation that runs India's key digital payment rails, is planning a major branding exercise as it seeks to reposition itself as a technology-led infrastructure provider and strengthen its profile in India and overseas.

According to people familiar with the development, the apex payments body is reviewing its brand architecture across the NPCI Group, including its subsidiaries, to bring greater harmonisation to its identity.

The push comes at a time when India's digital payments boom has created an unusual paradox: hundreds of millions of users rely on platforms such as the Unified Payments Interface (UPI), the RuPay card network, and toll payments through Fastag, yet relatively few recognise the institution that powers these systems. The apex payments body wants to change that.

NPCI did not respond to Business Standard's request for comment.