BharatPe, a financial services and UPI payments platform, has announced the appointment of Shilpi Kapoor as its Head of Marketing. In her new role, Shilpi will lead brand strategy, integrated marketing, and digital growth initiatives across BharatPe, working closely with the leadership team to accelerate brand momentum and market expansion.
Shilpi joins BharatPe from Airtel Payments Bank, where she served as Chief Marketing Officer and was instrumental in positioning the brand as one of India’s leading digital banking institutions. During her tenure, she spearheaded the creation of the “Safe Second Account” category, scaled monthly transacting users beyond 100 million, and drove significant gains in customer acquisition, trust, and engagement.
With over two decades of experience in marketing and brand management, Shilpi has held senior leadership roles across major brands, including American Express, Renault, Godfrey Phillips, Bharti Airtel, and Coca-Cola. Her expertise spans digital transformation, brand launches, consumer insights, and building engagement-first brand ecosystems. At American Express, she led the landmark “Don’t Live Life Without It” campaign in India, while at Renault, she drove the successful launch of Renault KWID, shaping its market-leading recall through integrated communication strategies.
Speaking on the appointment, Nalin Negi, Chief Executive Officer, 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.”
Commenting on 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.”
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