New Alternative to UPI Payments: GramPay and Viyona Pay Set for Launch After NPCI Approval
New Alternative to UPI Payments: GramPay and Viyona Pay Set for Launch After NPCI Approval
Hyderabad-based Viona Fintech gets green signal to operate as third-party UPI app provider, aims to empower rural India
In a significant development for India’s digital payments landscape, Hyderabad-headquartered Viona Fintech has received approval from the National Payments Corporation of India (NPCI) to function as a Third-Party Application Provider (TPAP). With this nod, the fintech startup is all set to roll out GramPay and Viyona Pay, two platforms designed to expand the reach of Unified Payments Interface (UPI) transactions across both urban and rural markets.
Ravindranath Yarlagadda, Founder of Viona Fintech, said the NPCI approval underscores confidence in their mission to simplify digital transactions for every section of society. “This approval reflects NPCI’s confidence in our fintech applications to make UPI payments more accessible to farmers, shopkeepers and families. Our focus is on building secure, inclusive, and easy-to-use financial tools for both urban and underprivileged communities,” he stated.
GramPay: UPI for Rural India
At the heart of Viona’s innovation lies GramPay, a digital payments solution crafted specifically for rural India. The platform enables farmers, local shopkeepers, and small merchants to collect payments, transfer money, and conduct UPI transactions seamlessly. By empowering village-level entrepreneurs (VLEs) as facilitators, GramPay also aims to bridge the digital literacy gap, fostering a culture of financial inclusion in rural areas.
One of its standout features is a Farmers Market integration, designed to connect farmers directly with buyers. This model is expected to ensure fair pricing, faster settlements, and direct access to the UPI ecosystem, reducing dependence on middlemen.
Viyona Pay: Expanding the Urban Market
Alongside GramPay, the company will launch Viyona Pay, which caters to broader urban and semi-urban consumers. Together, the platforms are positioned as alternatives in the competitive UPI space currently dominated by apps like PhonePe, Google Pay, and Paytm.
A Growing Ecosystem
The approval comes at a time when UPI continues to witness record-breaking transaction volumes across India. By bringing rural e-commerce, financial education, and direct farmer-buyer connections into the fold, Viona Fintech aims to differentiate itself in an increasingly crowded market.
Industry experts suggest that with NPCI backing, platforms like GramPay could play a transformative role in digitalizing rural India’s economy, especially for communities that remain underserved by mainstream financial products.
