Flipkart launches UPI Service

question: do we need another app do payments?

- Super.Money, backed by Flipkart, recently launched a co-branded credit card and plans to expand to six financial products targeting young professionals. - Founder Prakash Sikaria revealed plans to seek external funding in December 2024 to solidify its position in India's competitive fintech sector. - The platform has already launched UPI services, personal loans, and the superCard, with plans to introduce fixed deposits and credit lines via UPI soon. - Super.Money aims to differentiate itself with a streamlined user interface, appealing to young, affluent users in India. - Despite competition with PhonePe, Sikaria emphasized that Super.Money is a credit-first company, focusing on financial services. Source: [Inc42](https://inc42.com/buzz/flipkarts-super-money-plans-to-raise-external-funds-to-launch-fds-credit-lines-via-upi/)

Walmart owns majority share in both PhonePe and Flipkart, PhonePe is a separate entity from Flipkart, but why is Flipkart itself entering into UPI ecosystem when it is dominant in e-commerce and PhonePe is dominant in UPI and payments. Why is Walmart letting both organisations go against one another by building Flipkart UPI seems weird and waste by burning money. Is it hoping Flipkart UPI to get market share from Amazon Pay or something else is at play here ? Why not pitch PhonePe inside Flipkart app heavily instead ?

- The UPI Circle-Delegate Payments feature allows primary UPI account holders to delegate transaction rights to secondary users, enhancing shared financial management. - This feature is particularly useful for families, joint account holders, and businesses, enabling shared access to a single UPI-linked bank account. - Full delegation allows secondary users to make payments independently, while partial delegation requires primary user approval for transactions. - The linking process involves scanning a QR code or selecting contacts from the phone, with security measures like passcodes or biometric authentication. - Key beneficiaries include family members, employees, and rural users, promoting financial inclusion and convenience. Source: [Times of India](https://timesofindia.indiatimes.com/technology/tech-news/upi-circle-what-is-it-features-functionality-and-other-details-of-this-new-feature/articleshow/112690036.cms)

Noticed that this phenomenon is just much more in other countries. Maybe cuz UPI is already so. convenient in India that a slightly smoother experience wasn't needed. But with most people wanting to use credit cards, these are the next 2 most important needs: 1) OTP less payments 2) Contact less payments via devices. Step in the right direction?

Flipkart is trying to enter two different market segments at the same time: Quick Commerce and UPI. There are already proven players in the space and it isn't possible to enter these segments without loads of investment. I wonder what Flipkarts game plan is and how it is going to execute it

Why do this when there are no UPI fees and an abundance of UPI apps already? No hate. Just curious why they’d build this