NPCI BHIM Services Limited (NBSL) on Tuesday announced the appointment of former Indian cricket captain Mahendra Singh Dhoni as the brand ambassador for the BHIM Payments App, marking a strategic move to strengthen user trust and expand its digital payments footprint. The association comes as BHIM approaches a decade of operations and aims to scale up adoption with a focus on inclusion and long-term user confidence. The company said the partnership aligns with the shared values of trust, consistency, and reliability, with Dhoni widely regarded for his composure and leadership, and BHIM known for its secure payments infrastructure built on NPCI systems.
Lalitha Nataraj, MD and CEO of NBSL, said the collaboration is aimed at positioning BHIM as the preferred payments app for Indian households. “As digital payments scale in India, the next phase is about deepening user confidence. Trust remains central, and Dhoni represents that,” she said. Dhoni said BHIM’s simplicity and accessibility stood out to him, adding that digital platforms must ensure users feel confident while transacting.
Repositioned as “Bharat Ka Apna Payments App,” BHIM has expanded across Tier 1, 2, and 3 towns, supporting over 15 regional languages and offering features tailored for low-connectivity regions to drive adoption in rural and semi-urban areas.
