EbixCash Expands Physical Network to Scale Assisted Digital Transactions Across Non-Metro India

EbixCash has broadened its payments, remittance, and forex network across India, deepening its presence in non-metro markets where assisted digital adoption continues to grow.

Over the past year, the company has expanded its physical footprint to 2,250 cities, towns, and villages, up from 2,143, adding over 573 retail touchpoints. A notable 89% of these new merchant additions are situated in Tier 2 and Tier 3 markets, reflecting a growing dependence on assisted financial service models in smaller cities.

The expansion points to shifting demand patterns across India's financial ecosystem. While metro markets remain largely app-driven, emerging regions are increasingly turning to assisted access points to conduct financial transactions, particularly those involving higher complexity or value.

The network diversification covers key clusters such as Punjab and Kerala, where remittance-led activity remains strong, alongside cities like Gurugram and Pune, which are seeing rising demand for SME payments and outbound forex services.

This variation highlights the evolving nature of India's financial behaviour, where usage patterns differ considerably between urban and non-urban markets.

Neighbourhood retail outlets are playing an increasingly important role in enabling financial access. Kirana stores and local merchants are actively supporting use cases ranging from assisted remittances for migrant workers to everyday payment acceptance for small businesses. They are also helping first-time users enter formal digital financial systems.

Unlike metro cities, where transactions are predominantly app-based, smaller markets continue to rely on assisted journeys, especially for complex financial activities such as remittances and forex.

Commenting on the expansion, T. C. Guruprasad, CEO & Managing Director, Payments Solutions, EbixCash, said, "Assisted digital transactions are central to building trust and driving financial inclusion in non-metro India. The company is utilising local retail infrastructure to enhance accessibility while addressing complex financial needs such as remittance and forex services."

Dr. Vikas Garg, Chairman, Ebix Group, said, "In a varied market like India, distribution continues to be a key differentiator in financial services. Digital channels alone cannot address last-mile challenges, and integrating physical infrastructure with digital capabilities will define scalable growth in the next phase of financial services."

The company plans to further reinforce its presence across emerging markets as demand for hybrid financial infrastructure continues to rise. The expansion reflects the growing importance of combining physical access points with digital capabilities to enhance financial inclusion and transaction accessibility across India's evolving payments ecosystem.

Read more: https://businessnewsweek.in/technology/ebixcash-expands-phygital-network-as-assisted-digital-transactions-surge-in-non-metro-india/