NPCI BHIM Services Limited (NBSL) has appointed former India captain and World Cup winner Mahendra Singh Dhoni as the brand ambassador for the BHIM Payments App, in a strategic move aimed at accelerating scale, inclusion, and user confidence in digital payments.
The partnership brings together two names associated with trust and dependability, as BHIM enters its next phase of growth. Built on NPCI’s robust infrastructure, the app has evolved into a widely used digital payments platform, while Dhoni’s journey from a small town to leading India reinforces the brand’s positioning across diverse geographies. Lalitha Nataraj, MD & CEO, NBSL, said the focus now is on strengthening user preference and trust. “Our objective is to position BHIM not just as a payments option, but as the preferred app for every Indian household. Dhoni represents trust built over time, making this partnership a natural fit,” she said.
Dhoni highlighted the app’s simplicity and accessibility, noting that ease of use is key to driving digital adoption. Repositioned as “Bharat Ka Apna Payments App,” BHIM has expanded across Tier 1, 2, and 3 markets, offering services in over 15 regional languages. With features optimised for low-connectivity environments, alongside rewards and merchant partnerships, the platform is targeting deeper penetration in rural and semi-urban India.
