National Payments Corp calls bids to assess how people see RuPay cards

The target group is working males and females in the age group of 21-50 years

Launched with much fanfare as an Indian alternative to MasterCard and Visa, home-grown RuPay cards are to soon get a brand healthcheck.

On Wednesday, the National Payments Corporation of India (NPCI) put out a Request For Proposal, for market research agencies to conduct a survey of RuPay cards’ positioning and customer base. 

This is to assess if things are on track for the aim of building RuPay into India’s preferred, reliable, open-loop payment system. 

The cards were launched in 2012 and gained prominence when the government pushed banks to issue these along with the Jan-Dhan accounts opened under one of