“Buy this through XYZ digital wallet and get Rs. 50 cashback on every ticket booked,” read a recent email I received from a Cinema chain. Most of us usually receive this a few times a week and it keeps us informed about the latest movies. The bottom of the emails, as seen, are peppered with advertisements for mobile wallets. All of them vying for your attention and begging to pay part of the ticket price on your behalf. All we have to do is make the transaction through them.
Just like this email I received, the mobile wallet space has seen the density of brands in the market soar. We now have a never ending list of applications offering consumers discounts, cash-backs, vouchers and coupon codes.
The increase in Internet users, led by a significant growth in smartphone subscription, sounds all happy and convenient for 32% of India living in metropolitan cities leading tech-savvy lives. But..Are we forgetting something here? Well, someone needs to give a thought to the majority Indian population, living in far-flung areas with not even a bank account, let alone a smartphone. What use are mobile wallets to them? The target audience of mobile wallets is very clearly, young tech savvy people. Let’s talk about the non tech savvy ones.
There are people realising the need of the hour. There are companies who realise the importance of empowerment of rural India for sustainable growth of the country. Let’s divert our attention a little from the facade of the urban-folk convenience to the reality of the rural-folk necessity.
Catering to the needs and dreams of rural India by reaching out to them so that they can also see a glimpse of the digital lifestyle, is exactly what Payworld is doing. There are a number of online platforms today catering to urban India but we proudly say that Payworld is that platform for rural India. Payworld’s retail outlets are one-stop shops that facilitate people in villages to get whatever they want. The jewel in the crown are Payworld’s ‘cash points’. Taking the concept of ATMs to the rural-folk, these cash points allow people to withdraw money from their nearest retailers. If you ask them, this is nothing short of a blessing!
In the hype of India witnessing an exponential growth and the million-dollar investments being pumped into the digital payment industry, it would be only wise to not forget the Government’s plan of financial inclusion of the large rural base of the country.