In a move aimed at strengthening user confidence and expanding reach, NPCI BHIM Services Limited (NBSL) has appointed former India captain Mahendra Singh Dhoni as the brand ambassador for the BHIM Payments App, positioning it as a reliable and user-friendly choice for everyday digital transactions. The association highlights BHIM’s focus on trust, simplicity, and accessibility—qualities that resonate with Dhoni’s public image. As the app approaches a decade of service, the company is shifting its strategy towards becoming the preferred payments option for Indian households, especially as digital adoption grows across urban and rural areas.
“Our objective is to make BHIM not just an option, but the preferred app for every member of the household,” said Lalitha Nataraj, MD & CEO, NBSL, adding that trust remains central to its growth plans. Dhoni said the app’s straightforward approach and accessibility stood out to him, noting that users must feel comfortable and confident while making digital payments.
Repositioned as “Bharat Ka Apna Payments App,” BHIM now supports over 15 regional languages and is optimised for low-connectivity environments. With reward-based features and expanding merchant partnerships, the platform is aiming to make digital payments easier and more accessible for users across Tier 1, 2, and 3 cities, as well as rural and semi-urban India.
