India’s digital payments landscape is seeing a shift as RuPay credit cards linked to Unified Payments Interface gain traction, driving fintech firms to expand into co-branded credit offerings. The trend reflects a push to integrate credit into everyday transactions and unlock new revenue streams.
Fintech companies are partnering with banks to launch co-branded RuPay credit cards, offering both secured and unsecured variants. A key advantage is the ability to use these cards on UPI for small-ticket QR-based payments, a feature not available on global networks like Visa and Mastercard.
This integration is changing consumer behavior. A growing share of scan-and-pay transactions is now routed through RuPay credit cards, allowing routine payments to shift from debit to credit.
Leading fintech platforms such as Cred, PhonePe, Google Pay, and super.money have already launched or announced co-branded partnerships in 2025, highlighting strong industry momentum.
A major focus is onboarding “new-to-credit” users. Fintechs are using secured credit cards linked to UPI to bring first-time borrowers into the formal credit system. This approach combines ease of use with access to credit, supporting financial inclusion.
The shift also addresses monetisation challenges in the UPI ecosystem. Since most UPI transactions are free, fintech firms are turning to credit cards to generate revenue through interchange fees and value-added services.
RuPay’s increasing adoption is further accelerating this trend. The network is gaining share in new credit card issuance and appealing to mass-market users due to its seamless UPI integration.
Overall, the rise of RuPay-linked co-branded credit cards signals a broader transformation in India’s payments ecosystem, where credit is becoming part of everyday digital transactions.
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