NPCI BHIM Services Limited (NBSL) has brought on board former India captain Mahendra Singh Dhoni as brand ambassador for the BHIM Payments App, in a strategic move aimed at accelerating user growth and strengthening trust in India’s fast-evolving digital payments ecosystem.
As BHIM approaches its 10-year milestone, the platform is entering a new phase focused on scale, inclusion, and long-term user confidence. The partnership aligns the app’s core proposition of secure, NPCI-backed payments with Dhoni’s widely recognised traits of consistency, discipline, and reliability—positioning BHIM to stand out in an increasingly competitive UPI-driven market.
Lalitha Nataraj, MD & CEO, NBSL, said the company is shifting focus from access to preference. “Our objective is to position BHIM not just as a payments option but as the preferred app for every Indian household. Trust remains central, and Dhoni represents that,” she said.
Dhoni highlighted BHIM’s simplicity and accessibility, noting that intuitive design is key to driving digital adoption at scale. Repositioned as “Bharat Ka Apna Payments App,” BHIM has expanded across Tier 1, 2, and 3 cities, supporting over 15 regional languages and optimised for low-connectivity environments. With reward-led growth and merchant partnerships, the platform is targeting deeper penetration in rural and semi-urban India.
