From Metros to Bharat: Designing Agentic Engagement for India's Next 300 Million Users

In this fireside chat, Lalitha Natraj, Managing Director and CEO of BHIM (NPCI BHIM Services Limited), joins the summit to share the strategic decisions that drove their transaction volume up by 5x.

Key highlights from the session:
* Navigating Contextual Engagement: Why payments apps operate largely "data-blind" without collecting age or gender demographics, and how teams listen to immediate transactional signals to cross-sell utilities and automated mandates.
* Metro vs. Non-Metro Dynamics: Managing distinct user behaviors, where urban metros rely on a "trust but verify" mindset fueled by social proof, while non-metro regions expand organically through word-of-mouth recommendations.
* Deliberate Friction in Product Design: A look behind the rollout of UPI Circle, an innovative feature built with intentional physical proximity safeguards to let primary users delegate monthly limits safely to family members.
* The Shift to Agentic Frameworks: How BHIM collaborates with MoEngage to automate repetitive, routine messaging tasks, allowing the engine to learn customer preferences iteratively and optimize high-anxiety drop-off journeys.

The conversation also emphasizes the value of clean, non-intrusive UI/UX design, the execution of bank partnership strategies, and the vital importance of viewing digital public goods strictly through a consumer lens.

🔗 See how marketing teams use MoEngage to turn real-time transactional signals into relevant customer experiences: www.moengage.com

Видео From Metros to Bharat: Designing Agentic Engagement for India's Next 300 Million Users канала MoEngage