Description
Visa, Mastercard were India’s default choices for credit card payment networks.They had sex appeal, global clout, years of brand building legacy. RuPay, on the other hand, had the baggage of being a government-backed, born-in-India payment network. This is the story of how RuPay took on giants in the category riding on a wave of change in consumer behaviour. To trump the Goliaths at their own game, RuPay changed the playing field. Wallets didn’t give them room, so RuPay made wallets redundant. As a result, RuPay stole considerable growth opportunity from competition, almost tripling its card issuance & reached 3X its market share.
