NPCI BHIM Services Limited (NBSL) has appointed former India cricket captain Mahendra Singh Dhoni as the brand ambassador for the BHIM Payments App, now positioned as “Bharat Ka Apna Payments App.” The move, announced as BHIM nears its tenth year, is presented as a strategic push toward greater scale, inclusion and long‑term user confidence.
NBSL MD & CEO Lalitha Nataraj said Dhoni’s reputation for trust and consistency aligns with BHIM’s goal of making the app the preferred payments choice across Indian households. Dhoni praised BHIM’s simplicity and accessibility, citing its support for 15+ regional languages and optimization for low‑connectivity environments. NBSL said the partnership will support BHIM’s expansion across Tier 1–3 towns through reward programs and merchant tie‑ups to boost adoption.
