Global fintech platform Pine Labs and India’s private sector J&K Bank, seek to enhance credit issuance in India by introducing a tech-first RuPay Credit Card for the bank’s customers.
The RuPay Credit Card can also be “linked to UPI for seamless credit transactions.”
Developed using Pine Labs‘ credit issuing platform Credit+, this integration will also “enable processing of pre-sanctioned credit lines on UPI.”
Credit+ is a card management platform which “enables issuers in India and globally to be able to offer and provide services for credit, debit, prepaid, and other payment instruments.”
Credit+ enables Issuers and their partners to integrate financial services within their digital platforms to “create a single seamless end-user experience to enable Fintech infrastructure workflows for diverse use cases, such as expense management, credit line management, digital wallet, rewards, fuel and fleet management, teen and campus cards, etc.”
Architected with domain-rich payment functionalities, Credit+ enables issuers with configuration-controlled features “to help them create and launch product variants with customisable fee structures and benefits, also providing ease of use for the end consumer.”
Credit+ has a modern and flexible tech stack, and the “ability to quickly integrate different platforms and other ecosystems around applications.”
To enable Credit Cards on UPI, Pine Labs has built and “integrated its own UPI Switch on this platform for smart routing of transactions through speedy networks, which is expected to bring down transaction failure rates.”
This switch can adopt all UPI payment features “including AutoPay, link-based payments, e-RUPI, QR, and credit card payments.”
Pine Labs is an NPCI Partner Program (NPP) member which “ensures faster certification and product launches for the needs of the contemporary market. NPP has been a key driver in this journey, offering monthly workshops, seamless onboarding, efficient certification, and enhanced visibility through its platform.”
This collaborative partnership with NPCI positions Pine Labs “as a trusted RuPay partner.”
B Amrish Rau, CEO, Pine Labs, said:
“Today’s launch is a shot in the arm for Revolver Credit use cases like credit cards. This world-class Credit Issuing platform for J&K Bank further reinforces our belief in the power of UPI to achieve fintech products, at scale. We have built a fully compliant Credit+ platform giving consumers the ability to switch between payment networks, in line with the RBI requirement.”
Mohammad Muzzafar Wani, DGM (IT & BPR), said:
“We are delighted to partner with Pine Labs, an Industry leader in payments to launch our RuPay Credit Card integrated with UPI on the Credit+ platform, bringing together our vision of empowering customers of the Bank with secure, convenient and innovative digital solutions. With a faster Go-Live expected soon we look forward to a seamless digital experience.”
India is witnessing a shift in card-based payments “with Credit Cards surpassing Debit Cards adoption from ~85M total credit cards issued[2] in March 2023 to ~110M in March 2025.”
The integration of UPI with RuPay Credit Cards is “expected to further propel the adoption of digital payments in India.”
Pine Labs is a technology company digitising commerce, through “a suite of digital payments and issuing solutions in India and across the globe.”
They have built a technology infrastructure to enable “the digitisation journey of merchants, consumer brands, enterprises, and financial institutions.”
They currently operate in India as well as a number of international markets “including Malaysia, UAE, Singapore, Australia” (among others).
Pine Labs’ tech-first approach to digital payments and “focus on simplification at the front end aims to help businesses embrace fintech products at scale.”
