Rediff.com India is set to launch its UPI-based consumer payments app, RediffPay, as soon as August, following several months of closed user group testing. The app, developed by AvenuesAI, will enable users to pay utility and credit card bills, top up FASTag accounts, and offer credit lines and wealth management services, according to Vishal Mehta, chairman and managing director of AvenuesAI, during the company’s Q1 FY27 earnings call (medianama.com).
RediffPay entered closed user group testing in December last year after Rediff.com India received approval from the National Payments Corporation of India (NPCI) for its Third Party Application Provider (TPAP) licence. The app aims to complement AvenuesAI’s flagship product, CCAvenue, which operates on the merchant acquiring side by helping businesses accept payments. RediffPay will focus on the consumer side, allowing users to make payments directly through the app rather than at merchant points (medianama.com).
The launch of RediffPay marks a strategic expansion for AvenuesAI into consumer payments, diversifying beyond its existing merchant-focused offerings. This move positions Rediff.com India to capture a share of the growing UPI consumer market, which is becoming increasingly competitive as new players enter. The app’s features, such as credit lines on UPI and wealth management, aim to differentiate it from other UPI apps and address broader consumer financial needs (medianama.com).
RediffPay’s full-scale launch this month follows months of preparation and regulatory approval, with the app moving out of closed user group testing into production. Vishal Mehta emphasized the importance of RediffPay as a “genuine second leg” for AvenuesAI’s payments business, underscoring the company’s commitment to expanding its footprint in India’s digital payments landscape (medianama.com).