Prithvi Exchange (India) Limited has secured a significant regulatory milestone with the receipt of in-principle approval from Visa for launching its forex card program. The approval was announced through a regulatory filing dated 17th March 2026, marking a key advancement in the company's product and digital expansion strategy.

Regulatory Approval Details

The in-principle approval from Visa represents preliminary validation of several critical operational aspects of Prithvi Exchange's forex card initiative:

The company can now proceed toward the rollout phase, subject to completion of final requirements related to the BIN sponsorship model of issuance.

Product Features and Target Market

The proposed forex card is designed to serve multiple customer segments with comprehensive payment solutions:

• Travelers: Secure and convenient international payment options
• Students: Globally accepted payment solutions for educational expenses abroad
• Corporates: Streamlined cross-border payment capabilities

The card will offer secure, convenient, and globally accepted payment functionality, positioning it as a comprehensive solution in the international payments space.

Strategic Positioning

This development strengthens Prithvi Exchange's position in the evolving forex and cross-border payments landscape. The forex card launch aligns with the company's broader vision of building a technology-driven, diversified forex ecosystem that combines traditional services with modern digital payment solutions.

The company's existing service portfolio includes foreign currencies, forex cards, and remittances abroad, making the Visa-approved forex card a natural extension of its current offerings.

Implementation Timeline

Prithvi Exchange has indicated its focus on expediting the final launch to deliver what it describes as a "seamless, future-ready forex experience" to customers. The company must complete the remaining requirements under Visa's BIN sponsorship model before the official product launch.

The regulatory filing was signed by Company Secretary Shuba Lakshmanan and submitted to BSE Limited under the company's scrip code 531688, fulfilling disclosure requirements under Regulation 30 of SEBI (LODR) Regulations, 2015.

Prithvi exchange (India) Limited has announced the launch of its innovative Forex on WhatsApp service, marking a significant milestone in the company's digital transformation journey. The announcement, made under Regulation 30 of SEBI (LODR) Regulations, 2015, represents a progressive digital initiative that strengthens the company's commitment to innovation, accessibility, and technology-led customer engagement in the direct-to-consumer segment.

Strategic Digital Transformation

The company is advancing toward a dynamic "BrickClick" model that seamlessly blends its trusted offline presence with modern digital interfaces. This strategic integration enables customers to initiate their forex requirements digitally while continuing to benefit from the reliability, compliance framework, and service excellence that define the brand.

WhatsApp Service Features

The new WhatsApp-based forex service offers comprehensive functionality designed to enhance customer convenience and accessibility. Through the WhatsApp interface, customers will be able to:

• Access live and dynamic foreign exchange rates instantly
• Initiate forex booking requests for currency purchase, encashment, or remittance
• Resolve forex-related queries through an intuitive conversational interface

These features are designed to provide customers with immediate access to essential forex services while maintaining the high standards of service quality associated with the Prithvi Exchange brand.

Enhanced Customer Experience

The launch of the WhatsApp Forex Assistance represents an important step in Prithvi Exchange's strategic roadmap toward scalable digital infrastructure, enhanced customer accessibility, and future-ready service delivery models. The initiative underscores the company's commitment to combining trusted institutional expertise with cutting-edge digital capabilities.

This digital enhancement allows the company to deliver a seamless and sophisticated forex experience for customers across both physical and digital touchpoints, ensuring that clients can access services through their preferred channels while maintaining consistent service quality.

Company Background

Prithvi Exchange (India) Limited operates with an extensive physical presence through its 33-branch network across the country, providing foreign currency exchange, forex cards, and remittance services. The company is headquartered in Chennai, Tamil Nadu, and has built a longstanding reputation in the forex services sector through its commitment to reliability and customer service excellence.