Category: Business

Lalitha Nataraj, MD and CEO, NPCI BHIM Services Limited, and Kushager Tuli, President and Head of Creative, Tilt Brand Solutions, highlight trust, simplicity, and everyday usability in digital payments

Panaji, April 1, 2026: BHIM Payments App has launched its ‘Mahi Way’ campaign, positioning itself as a simple and dependable option for digital transactions in an increasingly crowded payments landscape.
Developed by NPCI BHIM Services Limited, the campaign focuses on ease of use and trust, drawing from everyday situations where users navigate multiple payment options and prefer a straightforward method to complete transactions.

The campaign features Mahendra Singh Dhoni, whose composed and reliable persona reflects the experience the platform aims to deliver. Built around the thought “BHIM App se karo pay, it’s the Mahi Way,” the films highlight real life scenarios where quick and clear payment decisions matter.
Lalitha Nataraj, MD and CEO, NPCI BHIM Services Limited, said, “In India, trust plays a defining role in how people adopt digital payments. As usage expands, users increasingly look for simplicity along with the assurance of safe transactions. This campaign reflects that behaviour, where payments happen without confusion or delay on a platform that users can rely on.”

The campaign also showcases BHIM’s scan and pay functionality along with instant rewards, reinforcing the idea of quick and seamless transactions.
Conceptualised by Tilt Brand Solutions, the campaign will be rolled out across television, digital platforms, cinema, and outdoor media. The flagship film is presented in a 25 second format, supported by shorter edits for wider reach across platforms.

Kushager Tuli, President and Head of Creative, Tilt Brand Solutions, said the campaign presents Dhoni in relatable situations, focusing on clarity in everyday decisions and positioning BHIM as a natural choice for digital payments.
The campaign will be available in 11 languages, including Hindi, English, and several regional languages, supporting wider accessibility and adoption across the country.
Through this initiative, BHIM Payments App continues to focus on building confidence in digital payments while offering a user experience centred on simplicity, security, and ease of use.

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Prabhav Kashyap, Partner at Bain & Company, Aditya Muralidhar, Associate Partner at Bain & Company, and Rajat Tandon, President, IVCA, said India’s venture capital growth in 2025 was supported by stronger exits, disciplined capital deployment, and rising investor confidence across fintech, SaaS, AI, and deeptech.

Prabhav Kashyap, Partner at Bain & Company, Aditya Muralidhar, Associate Partner at Bain & Company, and Rajat Tandon, President, IVCA, said India’s venture capital growth in 2025 was supported by stronger exits, disciplined capital deployment, and rising investor confidence across fintech, SaaS, AI, and deeptech.
India’s venture capital ecosystem recorded a second consecutive year of growth in 2025, with total funding reaching about 16 billion dollars, according to Bain & Company’s India Venture Capital Report 2026, prepared in collaboration with the Indian Venture and Alternate Capital Association. Deal activity also rose by about 18 percent year on year, with more than 1300 transactions across stages.

The report said the rise came even as broader private capital activity slowed, with growth supported by better exit visibility, stabilising valuations, and a stronger investor focus on sustainable and capital efficient growth models. Activity remained broad based, driven by continued momentum in deals below 50 million dollars, while larger transactions above 250 million dollars doubled from four to eight.
Prabhav Kashyap, Partner at Bain & Company, said, “India’s long term venture opportunity is anchored in powerful structural drivers, rapid digital adoption, expanding domestic capital markets, policy led levers, and a deep technology talent pool. While periods of disruption, such as the ongoing geopolitical situation, may temper deal activity in the near term and extend holding periods due to valuation gaps between buyers and sellers, this is likely to be followed by a meaningful rebound, supported by India’s underlying growth fundamentals. India will continue as an attractive innovation ecosystem for venture investor and looking ahead, we expect investor conviction to build across several tech first areas, including AI, deeptech, quick commerce, and clean energy.”

Technology led sectors played a central role in the funding rebound. Fintech deal value rose about 2.2 times year on year, while software and SaaS funding grew about 1.5 times. Wealthtech emerged as a major theme, with deal value increasing about five times, supported by rising digital adoption and greater household participation in financial assets. Consumer technology also remained resilient, with deal volumes increasing about 35 percent, led by medium ticket D2C and B2C commerce transactions.
Aditya Muralidhar, Associate Partner at Bain & Company, said, “After the reset in 2023, the Indian venture ecosystem has returned to a growth path, this time marked by clear signs of maturity. Capital is being deployed with greater discipline, with sharper focus on scalability and unit economics. Barring the funding spikes of 2021 and 2022, India is now seeing its highest ever funding levels, built on the right foundations of governance, capital efficiency, and exit visibility, positioning the ecosystem for sustainable, long term growth.”

The report also pointed to stronger exit activity. Public market exits accounted for more than 65 percent of total exit value, helped by a rise in large IPOs. Strategic exits rebounded sharply, crossing 1 billion dollars in value, up from about 65 million dollars in 2024. Consumer technology and fintech together contributed more than 60 percent of total exit value. Domestic capital markets also deepened, with demat accounts crossing about 210 million and domestic equity inflows reaching about 90 billion dollars, compared with about 63 billion dollars in 2024.
Fundraising also strengthened in 2025. Venture capital and growth equity funds raised about 5.4 billion dollars, nearly double the previous year, with larger funds above 100 million dollars driving the increase. Thematic capital also sharpened around AI, deeptech, climate, space, and industrial technology, reflecting a more mature and broader venture landscape.

Rajat Tandon, President, IVCA, said, “India’s venture and growth ecosystem has shown steady momentum, even as broader private capital markets softened. The growth is more balanced this year, with larger rounds returning alongside sustained mid stage activity, particularly across AI, deeptech, fintech and SaaS. At the same time, stronger exit visibility and a pickup in IPO led liquidity are reinforcing investor confidence. The sharp rise in fund raising, including thematic capital in areas such as deeptech and AI, reflects long term conviction in India’s innovation economy, with capital increasingly aligned to scalable models, governance, and disciplined value creation.”
Bain & Company and IVCA said India’s venture and growth ecosystem remains well placed for continued momentum, supported by domestic economic growth, rising consumption, and expanding digital infrastructure, even as geopolitical tensions, trade shifts, and rapid technological change remain areas to watch.

At Prittle PrattleNews, featuring you virtuously, we celebrate the commitment and innovation. Led by Editor-in-Chief Smruti Bhalerao, our platform is dedicated to sharing impactful stories that inspire change and create awareness. Follow us on LinkedIn, Instagram, and YouTube for more stories that matter.