Fintech companies are ramping up the issuance of co-branded credit cards linked to RuPay, India's indigenous card network, in response to the rising adoption of the Unified Payments Interface (UPI). This strategic move aims to integrate credit seamlessly into user experiences, thereby boosting transaction volumes. In 2025, notable fintech firms like Cred and PhonePe announced partnerships for co-branded RuPay cards, which include both secured and unsecured options. The integration of RuPay cards with UPI allows for small-ticket debit transactions to shift towards credit, enhancing the payment experience for users. According to Akshay Aedula from Cred, 20% of Scan and Pay transactions on their app are made using RuPay credit cards. The push towards these cards also caters to new-to-credit users, who can benefit from secured cards linked to UPI. Industry estimates indicate that RuPay credit card transactions represent 15-20% of total spending in the credit card category. Additionally, the tokenization of cards is set to improve transaction efficiency, allowing users to make purchases across multiple platforms without manually entering card details. As fintechs continue to innovate, the potential for increased transaction volumes and user engagement remains significant.