Rediff.com India, a subsidiary of the fintech giant Infibeam Avenues, has officially received final approval from the National Payments Corporation of India (NPCI) for its Third-Party Application Provider (TPAP) license. The approval clears the path for the launch of RediffPay, the company’s ambitious digital payments platform.
With this milestone, Rediff has commenced Closed User Group (CUG) testing, a final critical phase before the app is released to the general public within the Unified Payments Interface (UPI) ecosystem.
India’s First “Financial Wellness” UPI App
RediffPay aims to differentiate itself in a crowded digital payments market by positioning itself as India’s first UPI app built around a financial-wellness proposition. While standard competitors focus primarily on transaction volume, RediffPay is designed to encourage responsible financial habits.
Beyond the standard suite of bill payments, mobile recharges, and interoperable UPI transfers, the platform will integrate:
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Curated Investment Products: Direct pathways to equities, Mutual Funds (MFs), Fixed Deposits (FDs), and Recurring Deposits (RDs).
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Responsible Credit: Integration of Credit Line on UPI, aimed at expanding formal credit access to users who are currently underserved by traditional banking.
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Savings-First Design: Tools and nudges designed to help users save as they spend.
Synergy with Infibeam Avenues
The launch is backed by the significant infrastructure of Infibeam Avenues, which acquired a controlling stake in Rediff in 2024 and recently increased its holding to 82%. RediffPay will leverage Rediff’s massive existing user base of 60 million unique visitors and email users.
To reach the “next 250 million” users in India, the platform will offer multilingual UPI services and localized email services that are fully compliant with India’s Digital Personal Data Protection (DPDP) Act.
Targeting the Merchant Ecosystem and Tier-2/3 Cities
RediffPay is not just a consumer play; it has a robust B2B strategy. The company plans to onboard a diverse range of merchants—from micro-enterprises to large retailers—using RediffPay UPI QR-code-enabled Point-of-Sale (POS) solutions.
By integrating merchant credit demand directly into the UPI ecosystem, RediffPay aims to become a primary financial partner for small business owners in Tier-2, Tier-3, and smaller towns, where digital credit penetration remains low.
By: Vanshika Tayal
