Spice Money unveils its Bharat Connect campaign, 'Customer Ek, Bill Anek', aimed at empowering Adhikari (merchants) and offering accessible bill payment services in rural India. Timed with the festive spirit, the campaign focuses on educating and engaging rural communities.
Dilip Modi, Founder & CEO of Spice Money said, "Our initiative is focused on empowering Adhikaris and bringing ease to rural India. Through the Bharat Connect platform, we are building a secure, accessible space for customers to handle multiple bills with ease while enabling Adhikaris to boost their income and support a brighter future for themselves and their communities. With Diwali around the corner, we aim to harness the season's spirit to drive a 5-7 per cent increase in transaction volume across bill payments and expand our network by 5-7 per cent by highlighting the advantages of offering one-stop solutions.
Our vision aligns with the ambitious goals of NPCI Bharat BillPay to transform India’s payment ecosystem. By making platforms like Bharat Connect integral to every household, we can support financial inclusion at scale and deepen digital adoption across India."
The campaign seeks to onboard all active counters onto the Bharat Connect platform to streamline bill payment processes. Spice Money aims to promote the adoption of multi-biller services by educating Adhikaris about the advantages of increasing transaction volumes. The initiative is designed to expand the reach of adhikari counters and enhance customer engagement by encouraging multiple bill payments in a single visit, making bill payments more convenient for the community.
Kuldeep Pawar, Chief Marketing Officer, Spice Money commented, “With ‘Customer Ek, Bill Anek,’ we are tapping into the unique dynamics of the Diwali season to empower our Adhikaris and amplify our reach as India’s leading assisted BBPS network. This campaign aims to highlight the convenience and earning potential that comes with each customer visit, providing Adhikaris with tools and insights to make a positive impact in their communities. Through innovative marketing and on-ground support, we aim to deepen Adhikari engagement, drive higher customer satisfaction, and strengthen our brand as the trusted rural fintech partner for millions of families this festive season.”
The Bharat Connect campaign positions itself as a one-stop solution for bill payments including mobile recharges, DTH services, loan EMIs, utility bills and FASTag recharges. Targeting over 4,00,000 adhikari counters, the initiative aims to boost earnings by increasing transaction volumes. In the past three months, 1,00,000 Adhikari processed around 21.7 lakh transactions worth Rs 450 crores on the platform. Spice Money noted a surge in digital bill payments in rural areas, with electricity bills leading, followed by mobile recharges, FASTag payments and booking services.
Noopur Chaturvedi, CEO of NPCI Bharat BillPay (NBBL) said, “We are pleased to see Spice Money share our vision to democratise India’s bill payment landscape and campaigns like 'Customer Ek, Bill Anek' will further enhance the visibility of these services, making them more accessible to the masses. This initiative not only strengthens our national goal of a less-cash economy but also supports local entrepreneurs by providing them with tools to enhance customer service and drive their own growth. At NBBL, we are committed to empowering citizens and accelerating the adoption of digital payments through assisted channels across India.”
The campaign features a brand video emphasising the convenience of managing multiple bill payments in one go. The initiative aims to promote digital services, especially for people in rural India where access to payment facilities is often limited.
