Wishing Mr. Kuldeep Pawar greater responsibilities and exciting challenges in this impressive new chapter!
In a strategic move, Global Pay by WSFx, a respected name in foreign exchange and cross-border payments for over three decades, has welcomed Kuldeep Pawar as its Chief Marketing Officer and Head of D2C Growth. Alongside this vital role, he will continue as Strategic Advisor – Brand and PR at Spice Money, solidifying his influence across both brands.
As Global Pay ventures into the consumer market after a strong B2B legacy, Kuldeep will lead its charge into the growing demand for global financial access. With Indian consumers increasingly exploring international travel and education, the brand aims to meet this evolving need with effortless onboarding, competitive rates, travel benefits, and lifestyle-driven offerings.
Kuldeep will simultaneously guide Spice Money’s brand story, handling external communication and strategic alliances with regulators and fintech ecosystem leaders. His continued presence will help the company strengthen its legacy as a champion of rural financial empowerment.
A seasoned voice in marketing with over 18 years of experience across fintech, SaaS, telecom, and cybersecurity, Kuldeep has a legacy of transforming brands into digital-first success stories. His journey at Spice Money redefined its image, from launching the rural-first brand voice to bringing on Sonu Sood as ambassador, fostering deep emotional trust with Bharat’s heartland.
He pioneered impactful campaigns like ‘Red Blue Revolution’ and ‘Adhikari Pride’, created India’s largest rural fintech network with 1.5 million Adhikaris, and enabled digital-first models that brought financial services to over 2.5 crore rural Indians each month.
“‘This opportunity to lead Global Pay’s consumer growth journey, while continuing to contribute to Spice Money’s brand evolution, is both exciting and deeply fulfilling,’” said Kuldeep. “‘While I may have two different roles, my vision to bring the best financial products to Indians across both urban and rural markets, and more people under the fold of financial inclusion, remains unified.’”
Dilip Modi praised Kuldeep’s extraordinary impact on Spice Money, while Srikrishna Narasimhan noted that his ability to scale consumer-first brands makes him the ideal leader for Global Pay’s next chapter.
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