NPCI BHIM Services Limited (NBSL) has appointed World Cup–winning, former Captain of the Indian Cricket Team, Mahendra Singh Dhoni, as the Brand Ambassador for the BHIM Payments App, Bharat Ka Apna Payments App. The partnership brings together two names synonymous with trust, consistency, and dependability.
The association reflects a natural alignment of ethos and journey. Both parties have grown from strong foundations to serve India at scale, with Dhoni rising from a small town to national leadership and BHIM evolving from a pioneering payments interface to a platform used across the country, making the partnership a credible extension of what each represents.
This collaboration also marks a strategic step in BHIM’s next phase of growth focused on scale, inclusion, and long-term user confidence, as the brand completes a decade in India’s digital payment landscape.
Speaking on the development, Lalitha Nataraj, MD & CEO, NBSL said, “As digital payments continue to scale in India, the next phase of growth is about strengthening preferences and deepening user confidence. With onboarding MS Dhoni as our brand ambassador, our objective is to position BHIM Payments App not just as a payments option but as the preferred app for each member in the Indian household. As BHIM Payments App enters its next phase of growth, trust remains at the centre of everything we do. Dhoni represents that same trust, built over time. That is why this partnership feels inevitable.”
Mahendra Singh Dhoni said, “Over the years, I have always believed in keeping things simple and staying clear in approach. What stood out to me about BHIM is its focus on making digital payments straightforward and accessible to people across the country. As India continues to move towards greater digital adoption, it is important that users feel comfortable and confident while transacting. I am happy to be associated with an app that is built to serve everyday needs at scale.”
