BharatPe, one of India’s fastest-growing financial services and UPI payments platforms, has announced the appointment of Shilpi Kapoor as its new Head of Marketing, marking a strategic step in the company’s journey toward deeper consumer engagement and brand-led growth.
In her new role, Kapoor will lead brand strategy, integrated marketing, and digital growth across BharatPe’s expanding portfolio. She will collaborate closely with the leadership team to enhance BharatPe’s brand visibility, strengthen consumer trust, and drive market expansion among merchants and retail consumers.
Kapoor joins BharatPe from Airtel Payments Bank, where she served as Chief Marketing Officer. During her tenure, she played a pivotal role in positioning the brand as a leader in India’s digital banking space. Under her leadership, Airtel Payments Bank introduced the “Safe Second Account” category, crossed 100 million monthly transacting users, and built a strong foundation of brand trust through innovative and purpose-driven marketing.
With over two decades of experience across BFSI, telecom, automotive, and FMCG sectors, Kapoor has held senior leadership roles at American Express, Renault, Godfrey Phillips, Bharti Airtel, and Coca-Cola. Her career includes some of India’s most memorable brand campaigns, including American Express’s “Don’t Live Life Without It” and Renault’s Kwid launch, both of which became case studies in integrated marketing excellence.
Commenting on the appointment, Nalin Negi, CEO, BharatPe, said:
“BharatPe is focused on building a financial ecosystem that is trusted, digital-first, and deeply relevant to both merchants and consumers. Shilpi’s experience in scaling high-impact brands will help sharpen our narrative, deepen engagement, and accelerate our next phase of growth.”
Expressing enthusiasm about her new role, Shilpi Kapoor said:
“BharatPe has played a pivotal role in shaping digital commerce in India, and the opportunity ahead is tremendous. My focus will be on building a brand that is trusted, relevant, and culturally rooted — one that empowers millions of merchants and consumers and strengthens BharatPe’s position as a financial growth partner across India.”
Kapoor’s appointment comes at a time when BharatPe is broadening its portfolio across payments, lending, and financial services for merchants and consumers. With a renewed focus on storytelling, innovation, and digital-first marketing, the company aims to solidify its leadership in India’s rapidly evolving fintech ecosystem.
