Mumbai/Gandhinagar: Rediff.com India Ltd has secured final approval from the National Payments Corporation of India (NPCI) for a Third-Party Application Provider (TPAP) licence, clearing a key regulatory hurdle for the launch of its Unified Payments Interface (UPI) app, RediffPay. Following the approval, the company has initiated closed user group (CUG) testing, a mandatory step ahead of a full-scale rollout into India’s fast-growing digital payments ecosystem.
The company said RediffPay is positioned as India’s first financial wellness–focused UPI application, seeking to go beyond routine peer-to-peer and merchant payments. Along with standard UPI services such as bill payments, recharges and interoperable QR-based transactions, the app will offer access to savings and investment products, including equities, mutual funds, fixed deposits and recurring deposits, alongside pathways to quick credit for consumers and merchants.
A key feature of the platform will be support for Credit Line on UPI, under NPCI’s framework, enabling users to make merchant payments of up to ₹1 lakh per day and withdraw up to ₹10,000 in cash through pre-approved credit lines. The company expects this to expand formal credit access, particularly in Tier-2 and Tier-3 cities and smaller towns, by bringing new-to-credit users into the digital payments fold.
RediffPay also plans to onboard merchants across categories by offering UPI QR-code-enabled point-of-sale solutions and integrating merchant credit demand within its ecosystem. Axis Bank will act as the payment system provider (PSP) bank for the platform, the company said.
The UPI push marks a strategic consumer-facing expansion for Infibeam Avenues Ltd, which acquired a controlling stake in Rediff.com in 2024 and has since increased its holding to 82%. Infibeam, whose flagship brand CCAvenue operates one of India’s largest payment gateways, processed transactions worth ₹8.67 trillion in FY25 and serves over 10 million clients globally.
Rediff aims to initially tap its existing base of about 60 million unique visitors and email users, while expanding reach through multilingual UPI services and compliant, localized digital offerings to target the next wave of users in India’s hinterland. The company said the RediffPay launch aligns with its broader strategy of building an AI-first digital platform spanning content, payments and enterprise services, as competition in the UPI space intensifies.