MAM
10 years of UPI: India’s payments system hits 21.7 billion transactions a month
From queues to QR codes, digital push drives inclusion and real-time ease
NEW DELHI: India’s digital payments story has come a long way from queues at bank counters to instant QR code scans, with the Unified Payments Interface now processing a staggering 21.7 billion transactions in a single month, underlining its position as the world’s leading real-time payments system.
Not too long ago, routine transactions meant paperwork, waiting periods and, for many, complete exclusion from the formal financial system. Today, that landscape has been fundamentally reshaped by a digital ecosystem built on scale, simplicity and accessibility.
The shift gained momentum in the early 2000s when the Reserve Bank of India introduced systems such as RTGS and IMPS. While these laid the groundwork for faster payments, their reach remained limited to those already within the banking fold.
A decisive breakthrough came with the JAM trinity, combining the Pradhan Mantri Jan Dhan Yojana, Aadhaar and widespread mobile connectivity. This framework expanded financial access, enabled direct benefit transfers and familiarised millions with digital transactions.
“The JAM Trinity catapulted our banking to a different level altogether,” said Nirmala Sitharaman, highlighting its transformative impact.
Launched in 2016 by the National Payments Corporation of India, UPI simplified money transfers by removing the need for complex bank details. With just a mobile number or UPI ID, users can send and receive money instantly, round the clock.
Its scale has expanded rapidly, with participating banks growing from just over 200 in 2021 to nearly 700 by early 2026. Today, UPI accounts for 81 percent of India’s retail digital transactions and nearly half of global real-time payment volumes, according to global institutions such as the International Monetary Fund and the World Bank.
Beyond convenience, the platform has driven deeper financial inclusion. From street vendors and autorickshaw drivers to rural traders and domestic workers, millions now participate in the formal economy through instant, low-cost transactions. The system has also opened doors to credit, insurance and savings products for previously underserved segments.
New features such as UPI Lite, AutoPay and credit integration are further expanding its scope, turning it into a broader financial platform rather than just a payments tool. At the same time, enhanced security measures like two-factor authentication have strengthened user trust and reduced fraud risks.
India’s payments innovation is also gaining global traction, with UPI-linked systems now operational in multiple countries, enabling seamless cross-border transactions and boosting remittances.
What began as a solution for financial inclusion has evolved into a global benchmark for digital payments. As India continues to move from queues to QR codes, UPI stands as a powerful example of how technology can simplify everyday life while driving economic participation at scale.
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
