NPCI BHIM Services Limited (NBSL) has appointed former India captain Mahendra Singh Dhoni as brand ambassador for the BHIM Payments App, signalling a strategic push to consolidate its position in India’s rapidly expanding digital payments market. The move comes as BHIM approaches a decade of operations and shifts focus towards scale, inclusion, and long-term user confidence. The association aligns the app’s core values of trust and reliability with Dhoni’s public image of consistency and composure, a combination expected to strengthen brand recall across urban and rural segments.
According to NBSL, BHIM’s next growth phase will centre on increasing user preference amid intensifying competition in the UPI ecosystem. MD & CEO Lalitha Nataraj said the aim is to position BHIM as the preferred payments app across Indian households, underlining that “trust remains central” to the platform’s expansion strategy.
Dhoni noted that the app’s simplicity and accessibility make it relevant for a wide user base, particularly as digital adoption deepens across the country.
Repositioned as “Bharat Ka Apna Payments App,” BHIM has expanded its footprint across Tier 1, 2, and 3 markets. With support for over 15 regional languages and optimisation for low-connectivity environments, the platform is targeting rural and semi-urban growth, supported by reward-led adoption strategies and merchant partnerships to enhance user stickiness.
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