How Paytm built a digital payments brand in cash-addicted India

Details how an 8-year-old brand, Paytm, managed to defy the odds and become the king of digital payments in India with more than 350 million users.

Future of payments

This article is part of a series of articles on the future of payments. Read more.

Need to know

  • According to Standard and Poor’s, nearly 76% of India’s population did not understand even basic financial concepts. Many still did not have or use bank accounts and even amongst those who did have debit cards, many had never used them.
  • Paytm realized one thing above all: in India, currency is measured not by its transactional worth, but by its emotional worth.
  • While other brands focused on the English-speaking affluent Indian, Paytm covered most of India’s 22...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands