{"id":2476,"date":"2025-05-09T16:21:16","date_gmt":"2025-05-09T08:21:16","guid":{"rendered":"https:\/\/deekpay.com\/?p=2476"},"modified":"2025-05-09T16:21:16","modified_gmt":"2025-05-09T08:21:16","slug":"%e5%8d%b0%e5%ba%a6%e6%94%af%e4%bb%98%e7%b3%bb%e7%bb%9f%e7%9a%84%e7%ab%9e%e4%ba%89%e6%a0%bc%e5%b1%80%e5%88%86%e6%9e%90","status":"publish","type":"post","link":"https:\/\/www.deekpay.com\/en\/2025\/05\/09\/%e5%8d%b0%e5%ba%a6%e6%94%af%e4%bb%98%e7%b3%bb%e7%bb%9f%e7%9a%84%e7%ab%9e%e4%ba%89%e6%a0%bc%e5%b1%80%e5%88%86%e6%9e%90\/","title":{"rendered":"Competitive Landscape Analysis of Payment Systems in India"},"content":{"rendered":"

\"Competitive<\/p>\n

India's payment system has undergone rapid changes in recent years, resulting in a diverse and competitive landscape. It is analysed below along four dimensions: market players, technology drivers, regulatory environment and future trends:<\/p>\n

I. Core market participants<\/h3>\n
    \n
  1. UPI Ecological Leader<\/strong>::<\/li>\n<\/ol>\n
      \n
    • NPCI (National Payments Corporation): as an organisation under the Central Bank, leads the UPI infrastructure development<\/li>\n
    • PhonePe (Walmart Holdings): 48.31 TP3T market share by 2023, over 4.5 billion monthly transactions<\/li>\n
    • Google Pay: 34% market share, deep integration with the Android ecosystem<\/li>\n
    • Paytm: share falls to 8% after RBI sanctions, but wallet business maintains dominance<\/li>\n<\/ul>\n
        <\/p>\n
      1. Traditional financial institutions<\/strong>::<\/li>\n<\/ol>\n
          \n
        • Banking apps (e.g. iMobile by ICICI): Enhancing user experience through direct account connectivity<\/li>\n
        • RuPay card network: local card organisations capture Visa\/Mastercard share (45% issued)<\/li>\n<\/ul>\n
            <\/p>\n
          1. emerging challenger<\/strong>::<\/li>\n<\/ol>\n
              \n
            • Amazon Pay: Relying on e-commerce scenarios to boost penetration to 5%<\/li>\n
            • WhatsApp Pay: social payment potential yet to be fully unlocked (user base of over 500 million)<\/li>\n<\/ul>\n

              II. Technology-driven competitive differentiation<\/h3>\n
                \n
              1. \n

                infrastructure layer<\/strong>::<\/p>\n

                  \n
                • UPI 2.0 enhancements (e.g., offline payments, invoice payments) are the new battleground, with PhonePe being the first to support smart payment codes<\/li>\n
                • BBPS (Bharat Bill Payment System) integration makes utility bill payment a must-have scenario, Paytm takes 381 TP3T market share<\/li>\n<\/ul>\n<\/li>\n
                • \n

                  Value-added service innovation<\/strong>::<\/p>\n

                    \n
                  • credit penetration<\/strong>: Google Pay partners with Axis Bank for instant loans (8-second approvals), keeping bad loans below 1.21 TP3T<\/li>\n
                  • Cross-border payments<\/strong>: Razorpay X Launches Global Receipt Account with 50+ Currency Conversion Support (Rates 60% Lower Than Traditional Banks)<\/li>\n<\/ul>\n<\/li>\n
                  • \n

                    AI Application Competition<\/strong>::<\/p>\n

                      \n
                    • Paytm's 'Al-powered Fraud Radar' Boosts Fraud Transaction Recognition Rate to 99.7%<\/li>\n
                    • CRED uses behavioural analysis algorithms to dynamically adjust credit scores (user stickiness increased by 3x)<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n
                      \n

                      III. Regulatory-induced reshaping of the landscape<\/h3>\n
                        \n
                      1. \n

                        Impact of new regulations in 2024<\/strong>::<\/p>\n

                          \n
                        • RBI's increase in capital requirement for Third Party Application Providers (TPAPs) to \u20b950 crore has led to 12 small and medium platforms exiting the market
                          \ncase (law)<\/em>: MobiKwik forced to transform itself into a pure technology provider<\/li>\n<\/ul>\n<\/li>\n
                        • \n

                          Data localisation controversy<\/strong>: Visa fined \u20b95 crore for not fully complying with data storage rules, indirectly favouring indigenous solutions<\/p>\n<\/li>\n

                        • \n

                          CBDC pilot effect<\/strong>:Digital Rupee (e-Rupee) crosses 1 million transactions per day, hits wallet business logic - Paytm wallet balance down 171 TP3T YoY<\/p>\n<\/li>\n<\/ol>\n

                          \n

                          IV. Forecast of key points for future success<\/h3>\n\n\n\n\n\n\n\n
                          dimension (math.)<\/th>\nShort-term (<2 years)<\/th>\nMedium-term (3-5 years)<\/th>\n<\/tr>\n<\/thead>\n
                          Scene Coverage<\/strong><\/td>\nONDC open network empowers micro and small business access<\/td>\nAutomatic payment for IoT devices (charging posts\/smart meters)<\/td>\n<\/tr>\n
                          Profit model<\/strong><\/td>\nBNPL commission contribution exceeds total revenue by 25%<\/td>\nOpen Banking API realisation<\/td>\n<\/tr>\n
                          international expansion<\/strong><\/td>\nUAE\/Singapore remittance corridor development<\/td>\nSWIFT GPI alternatives output<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

                          Potential Disruptor Assessment:<\/h4>\n
                            \n
                          • Jio Financial Services: Reliance Retail Eco + JioPhone Downmarket Combo<\/li>\n
                          • Tata Neu: Super App strategy could replicate WeChat Pay path<\/li>\n
                          • Pine Labs: B-Side Acquiring Market Share Reaches 29%, Dark Horse for Enterprise Payments<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"

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