Infibeam Avenues has officially launched RediffPay through its subsidiary Rediff.com India Ltd., positioning it as India's first financial wellness-focused UPI application. The company announced this milestone development following receipt of final approval from the National Payments Corporation of India (NPCI) for its Third-Party Application Provider (TPAP) license.

Regulatory Approval and Testing Phase

The company has received final approval from NPCI for its TPAP license, enabling the rollout of its digital payments platform. Following this regulatory approval, RediffPay has commenced Closed User Group (CUG) testing as an essential step before entering the Unified Payments Interface (UPI) ecosystem. Axis Bank will serve as the Payment System Provider (PSP) bank for the platform.

Financial Wellness and Investment Features

RediffPay aims to blend traditional UPI capabilities with a comprehensive financial wellness proposition. The platform offers several investment products including equities, mutual funds, fixed deposits, and recurring deposits, while enabling users to make bill payments and cross-UPI transactions. "RediffPay is designed to make saving and accessing credit as seamless as making a payment. Financial wellness is as important as health wellness, and we aim to reshape how people perceive UPI — moving from spending alone to saving, investing and inclusive growth," said Vishal Mehta, Chairman and Managing Director, Rediff.com India Ltd.

Credit Line Services and Market Focus

Specifically focused on Tier 2 and Tier 3 cities, the RediffPay platform will enable users to access credit under the Credit Line framework. Under NPCI's Credit Line on UPI framework, users can make merchant payments of up to ₹1,00,000.00 per day and withdraw up to ₹10,000.00 in cash via pre-approved credit lines. This feature aims to expand access to formal credit particularly in smaller towns and cities.

Merchant Onboarding Strategy

The company plans to deepen its market presence by onboarding small, micro, mid, and large merchants across the country. RediffPay will offer UPI QR-code-enabled point-of-sale solutions, integrating merchant credit demand into its UPI ecosystem. The platform will leverage Rediff's existing base of 60.00 million unique visitors and email users.

Strategic Market Position

Rediff.com India Ltd. is a subsidiary of Infibeam Avenues Ltd., which acquired a controlling stake in Rediff in 2024 and holds an 82.00% stake in the company. The launch represents Rediff's strategic entry into the consumer-facing digital payments market, leveraging both companies' combined expertise in fintech and digital platforms to create a comprehensive financial services ecosystem.

Infibeam Avenues Limited has issued a postal ballot notice seeking shareholder approval for significant corporate changes that underscore the company's strategic transformation into an AI-first technology enterprise. The notice, filed under Regulation 30 of SEBI Listing Regulations, proposes four special resolutions that will reshape the company's identity and operational framework.

Proposed Name Change to Avenues AI Limited

The most significant proposal involves changing the company name from Infibeam Avenues Limited to Avenues AI Limited. This transformation reflects the company's evolution from an e-commerce and payments infrastructure enterprise to a full-stack, AI-led digital payment technology company. The Central Registration Centre, Ministry of Corporate Affairs, has already approved the name reservation, valid for 60 days.

The company states that Artificial Intelligence is now integrated across critical layers of its value chain, including payment authorization, routing, fraud detection, credit scoring, digital public infrastructure, cloud technologies, and scalable platform architecture. All existing contracts, rights, and obligations will remain unaffected by the name change.

Business Object Expansion for AI Operations

The second resolution proposes altering the Object Clause of the Memorandum of Association to include AI and machine learning business activities. The new sub-clause will enable the company to engage in research, development, design, and creation of machine learning applications, including real-time AI-driven decision-making technologies for various industries.

The expanded business scope includes:

• Development and commercialization of AI-powered video, text, image, and audio applications
• Software as a Service (SaaS) offerings for large AI models
• Licensing and distribution of AI-powered software and tools
• Customization of solutions for industry-specific requirements

Leadership Changes and Appointments

The postal ballot includes elevation of Mr. Vishwas Ambalal Patel from Joint Managing Director to Managing Director and Chief Executive Officer for a five-year term. Notably, he will serve without remuneration during his tenure.

Additionally, the company proposes appointing Dr. Neharika Vohra as an Independent Director. Dr. Vohra, currently a Professor in Organizational Behaviour at Indian Institute of Management, Ahmedabad, brings expertise in organizational development, diversity and inclusion, entrepreneurship, and leadership.

E-Voting Process

The company has engaged National Securities Depository Limited (NSDL) for the e-voting facility. The voting process is restricted to electronic mode only, with no physical postal ballot forms being distributed.

SPANJ Associates, Company Secretaries, has been appointed as the Scrutinizer to conduct the postal ballot process in a fair and transparent manner. The results will be displayed on the company's website, NSDL's website, and communicated to stock exchanges where the company's shares are listed.

The proposed resolutions, if approved by the requisite majority, will be deemed to have been passed on January 16, 2026. These changes represent a significant strategic shift for the company as it positions itself at the forefront of AI-driven financial technology solutions while maintaining its flagship CCAvenue brand and existing partnerships with public and private sector institutions.

Infibeam Avenues' proposed name change to Avenues AI Limited reflects its transformation into an AI-first digital payments company. The postal ballot not only includes the rebranding initiative but also encompasses leadership changes and business expansion plans, signaling a comprehensive strategic shift for the organization.