PayU Startup Republic Campaign: How One Fintech Giant is Celebrating India’s Entrepreneurial Revolution
India’s startup landscape crossed a milestone of over 2 lakh DPIIT-recognized startups by December 31, 2025, generating employment for more than 2.1 million people. PayU, one of India’s leading digital financial services providers, just launched a nationwide initiative that puts these entrepreneurs center stage.
PayU debuted the PayU Startup Republic campaign, a Republic Day initiative championing entrepreneurial excellence across all 36 states and union territories. This ambitious move celebrates the 10-year anniversary of Startup India while spotlighting founders from every corner of the nation—from bustling metros to emerging innovation hubs in geographically underrepresented regions.
The PayU Startup Republic campaign arrives at a defining moment. Prime Minister Narendra Modi recently addressed over 3,500 startups, celebrating how India transformed from having fewer than 500 startups in 2014 to becoming the world’s third-largest startup ecosystem today. With nearly 125 active unicorns and unprecedented government support, this is precisely when the fintech startup ecosystem India needs initiatives that amplify diverse entrepreneurial voices.
Understanding the PayU Startup Republic Campaign
What makes this campaign different from typical corporate marketing efforts? The initiative features genuine storytelling that reveals the depth and diversity of India’s entrepreneurial spirit.
The campaign launches with a 120-second hero film capturing the collective spirit, followed by a series of 36 five-minute documentary films. Each documentary profiles a founder from a different state or union territory, offering an intimate look at their journey, challenges, and aspirations.
These films span diverse segments including lifestyle, travel, health, FMCG, and others. They started rolling out across PayU’s social channels on January 23rd, just ahead of Republic Day celebrations. The stories demonstrate how India’s startup ecosystem embodies the ‘Made in India, built for the world’ ethos that’s reshaping the nation’s economic landscape.
Key Components of the Campaign:
- One hero film showcasing collective entrepreneurial spirit
- 36 individual documentary films (one per state/union territory)
- Focus on DPIIT-registered startups from non-metro locations
- Distribution via PayU’s social media channels
- Timeline: Launched January 23-24, 2026
The PayU India startup initiative specifically highlights entrepreneurs from emerging entrepreneurial hubs outside major cities. This inclusive approach ensures that innovation from India’s varied territories gains nationwide recognition through a unified story of national progress.
PayU Support for Indian Entrepreneurs: Beyond the Campaign
How does PayU actually help startups beyond creating feel-good content? The company has built a comprehensive support ecosystem that addresses real challenges entrepreneurs face daily.
Under an MoU with DPIIT, PayU works with Startup India to empower startups across India—not just in metro cities. The collaboration delivers tailored payment solutions, mentorship, exclusive community access, and fundraising opportunities to support growth at every stage.
PayU offers robust integrations, frictionless acceptance, prompt settlements, and products designed for emerging commerce forms. These include PayU Payment Gateway, EMI and Offer Engine, PayU Subscriptions, WhatsApp Commerce, and International Payments. These solutions help merchants streamline digital payment operations, engage customers more effectively, and expand their reach across borders.
The InFINity Accelerator Program
PayU runs InFiNity, India’s leading fintech accelerator, which has enabled 60 startups across two cohorts. The program provides 1:1 mentorship, partnership opportunities, and over $5 million in investments, translating founder innovation into real scale.
The InFINity 2.0 accelerator launched in December 2024 with Amazon Web Services (AWS). Starting March 2025, it features a hybrid 12-week structure, including a three-day boot camp in Bengaluru and virtual office hours, culminating in a Demo Day in May 2025. The first edition resulted in a $5 million seed investment for BRISKPE, a cross-border payments startup.
Participants gain access to:
- Exclusive sessions on AI, business strategies, and growth methodologies
- AWS Activate credits
- $100,000 in PayU Startup Program credits
- Extensive distribution opportunities via PayU’s merchant networks
- Lifetime community access with PayU and AWS leaders
- Potential investment from Prosus and other investors
PayU has committed up to $5 million in strategic investments for each company that qualifies its investment criteria. This demonstrates how PayU India fintech capabilities extend far beyond payment processing.
The Startup India 10 Year Celebration Context
Why does this campaign resonate so powerfully right now? Understanding the broader Startup India 10 year celebration provides essential context.
National Startup Day 2026 marked a decade since the launch of the Startup India initiative. The occasion provided an opportunity to reflect on progress made over the last decade, recognize contributions of startups in driving economic growth and job creation, and reaffirm the government’s commitment to nurturing innovation-led development.
The transformation has been remarkable. India’s recognized startups grew from a few hundred in 2016 to over 2.09 lakh by December 2025. This growth represents millions of dreams realized, innovations brought to life, and entrepreneurial aspirations fulfilled across the nation.
Women have played an increasingly crucial role. More than 45% of recognized startups have a female director or partner, making India the second-largest ecosystem in the world for women-led startup funding.
Government Support Mechanisms
Several key initiatives have catalyzed startup growth:
Startup India Seed Fund Scheme (SISFS): Launched with a corpus of Rs 945 crore, this scheme supports ventures across developmental phases—from validating concepts and building prototypes to conducting product trials and scaling commercial operations. By late 2024, more than 2,622 emerging startups benefited from Rs 467 crore disbursed under this initiative.
Fund of Funds for Startups (FFS): Managed by SIDBI with a corpus of Rs 10,000 crore, this fund invests through SEBI-registered Alternative Investment Funds to crowd in private capital. In 2025, the scheme committed Rs 211 crore to space-tech startups, underlining India’s frontier technology ambitions.
Credit Guarantee Scheme for Startups (CGSS): This scheme eases access to loans by offering government-backed guarantees, particularly for ventures without traditional collateral. It permits Scheduled Commercial Banks, NBFCs, and Venture Debt Funds to extend credit to recognized startups.
Regulatory Simplification: Under the Jan Vishwas Act, more than 180 provisions have been decriminalized, saving valuable time for innovators. Startups now benefit from self-certification in many laws, and mergers and exits have been made easier.
Startup Republic Campaign Benefits: What Entrepreneurs Actually Gain
What tangible advantages does participation in this campaign offer founders? The benefits extend well beyond publicity.
Visibility and Credibility: Being featured in a nationally recognized campaign provides immediate credibility. Startups gain exposure to PayU’s extensive merchant ecosystem, potential investors, and consumers across India. This visibility can accelerate customer acquisition and partnership opportunities.
Community Building: The campaign creates connections among entrepreneurs from different states and sectors. Through this inclusive strategy, entrepreneurial achievements from India’s varied territories gain nationwide recognition and visibility through a unified story of national progress.
Access to PayU’s Ecosystem: Featured startups get introduced to PayU’s comprehensive payment solutions and support programs. This can dramatically reduce operational friction for D2C startups, which form an integral segment of PayU’s merchant ecosystem.
Inspiration for Others: As Vineet Sethi, Chief Growth and Marketing Officer at PayU, stated: “Innovation has no zip code in India and real nation-building happens when founders from Ladakh to Lakshadweep see that their dreams matter.”
The campaign celebrates D2C startups specifically, bringing these nation-builders into the spotlight during India’s most significant patriotic moment. This timing amplifies impact and creates emotional resonance that transcends typical business storytelling.
How the Fintech Startup Ecosystem India is Evolving
Where is India’s fintech sector heading, and what role does PayU play in shaping that future? Recent developments reveal fascinating trends.
India’s startup ecosystem raised nearly $11 billion in 2025, but investors wrote far fewer checks and grew more selective about where they took risk. The number of startup funding rounds fell by nearly 39% from a year earlier, to 1,518 deals, though total funding slipped more modestly—down just over 17% to $10.5 billion.
This selectivity signals market maturation. Investors now prioritize unit economics, profitability, and clear exit prospects over rapid growth alone. For fintech companies, this means building sustainable business models matters more than ever.
PayU has positioned itself strategically for this environment. The company plans to invest $100-$120 million in FY26, with $50-$60 million allocated to its credit business and the remainder to payments infrastructure. The company expects to become EBITDA positive in FY26, with the payments business already profitable at the EBITDA level for three years.
Regulatory Progress and Market Position
PayU received final approval from the Reserve Bank of India in May to operate as an online payment aggregator, ending a 15-month embargo. This regulatory clearance allows the company to aggressively pursue new merchant acquisitions. PayU now serves more than 500,000 customers and adds about 2,000 new ones monthly.
The company competes with Razorpay and Walmart-owned PhonePe in India’s fast-growing digital payments market. Prosus, PayU’s parent company, had initially planned to list PayU by 2024-2025 at a valuation between $5 billion and $7 billion. While those plans evolved, the company continues strengthening its market position through strategic investments and partnerships.
PayU offers payment gateway solutions through cutting-edge technology, empowering 4.5 lakhs+ businesses including India’s leading enterprises, e-commerce giants, and SMBs. The platform enables businesses to collect digital payments across 100+ online payment methods including credit cards, debit cards, net banking, EMIs, pay-later, QR, UPI, wallets, and more.
Strategic Partnerships Amplifying Impact
How is PayU multiplying its impact through collaborations? Strategic partnerships demonstrate the company’s ecosystem-building approach.
IDFC FIRST Bank Collaboration
At the Global Fintech Festival (GFF) 2025, PayU and IDFC FIRST Bank signed a strategic MOU designed to transform access to tailored payment solutions, investment, mentorship, and growth for both early-stage and growth-stage Indian startups.
The collaboration integrates PayU’s operational expertise into IDFC FIRST Bank’s flagship startup-oriented Founder Success Programs like Leap To Unicorn, FIRSTWINGS Connect, and FIRST Symphony. Together, they deliver cohesive go-to-market campaigns and integrated playbooks that combine payments technology and banking solutions customized for startup founders.
Vineet Sethi commented: “IDFC FIRST Bank’s startup initiative mirrors PayU’s commitment to nurturing and fueling early- and growth-stage startups in India. Given our expertise in mentoring startups through our own impactful startup programs, we now look forward to playing a pivotal role alongside IDFC FIRST Bank to scale the next-generation of startup unicorns.”
AWS Partnership
The ongoing collaboration with Amazon Web Services for the InFINity 2.0 accelerator brings world-class cloud infrastructure and AI expertise to Indian fintech startups. Participants benefit from AWS Activate credits and mentorship from AWS experts, addressing critical technical infrastructure needs that many early-stage companies struggle to afford.
These partnerships demonstrate how PayU support for Indian entrepreneurs extends beyond its own capabilities to create a comprehensive support network.
The Future Vision: Where This Campaign Leads
What comes next after the PayU Startup Republic campaign concludes? The initiative represents more than a one-time marketing effort—it signals a long-term commitment.
Shri Sanjiv, Joint Secretary at the Department for Promotion of Industry and Internal Trade, stated: “Under Startup India, India’s startup ecosystem is moving beyond scale to focus on depth and genuine impact.” With innovation reaching every state and union territory, entrepreneurship is becoming a powerful nation-building force.
PayU’s vision aligns perfectly with this evolution. As Vineet Sethi noted: “The next decade of India’s digital economy will be built by founders who understand local consumers deeply and scale with global ambition. This initiative reflects where India is headed, not just where it stands today.”
The campaign’s emphasis on geographic diversity addresses a critical gap. While Maharashtra leads with 34,444 recognized startups, followed by Karnataka with 20,330, many states have vibrant but underrepresented entrepreneurial communities. Highlighting founders from all 36 states and union territories sends a powerful message: innovation can emerge anywhere.
Sector Focus and Emerging Opportunities
The next phase of India’s startup evolution will likely emphasize specific sectors:
Deep Tech and AI: Indian AI startups drew over $600 million in 2025, while the government onboarded more than 38,000 GPUs through the IndiaAI mission to address high computing costs. PayU can play a crucial role in providing payment infrastructure for AI-powered services.
Manufacturing: Prime Minister Modi specifically called for startups to focus more on manufacturing. Over past decades, India excelled in digital startups and services, but now is the time to create new products of world-class quality for global markets.
Climate Tech and Sustainability: Sustainable energy ventures are benefiting from government-led funding missions. Consumers increasingly prefer climate-conscious businesses, making ESG principles a strategic differentiator rather than merely an ethical obligation.
Space Tech: The government’s Rs 211 crore commitment to space-tech startups in 2025 signals serious intent. Nearly 200 startups now work in this sector, gaining global recognition.
PayU’s payment solutions can enable transactions across all these sectors, while its mentorship programs can help founders navigate sector-specific challenges.
Key Takeaways for Entrepreneurs
What should startup founders learn from the PayU Startup Republic campaign and broader ecosystem developments?
Geographic Location No Longer Limits Success: The campaign’s inclusion of entrepreneurs from every state and union territory proves that world-class startups can emerge from anywhere. Digital infrastructure and supportive policies have democratized access to resources.
Unit Economics Matter More Than Ever: With investor selectivity increasing, sustainable business models trump rapid growth. Focus on profitability pathways from the beginning.
Ecosystem Support is Available: Programs like InFINity, partnerships with banks, and government schemes provide comprehensive support. Entrepreneurs should actively seek out and leverage these resources.
Women Entrepreneurs Have Strong Momentum: With 45% of recognized startups having female directors or partners, and India ranking second globally for women-led startup funding, this is an opportune moment for women founders.
Payment Infrastructure is Critical: Seamless payment experiences directly impact conversion rates and customer satisfaction. Choosing the right payment partner can significantly accelerate growth.
Storytelling Builds Credibility: The PayU Startup Republic campaign demonstrates how authentic storytelling creates emotional connections with customers, investors, and partners. Founders should invest in communicating their journeys effectively.
Community Connections Drive Success: Being part of a supportive entrepreneurial community provides mentorship, partnership opportunities, and emotional support during challenging times. Engage actively with ecosystem initiatives.
Conclusion: Celebrating Innovation, Building the Future
The PayU Startup Republic campaign represents more than corporate social responsibility or marketing cleverness. It embodies a genuine commitment to nurturing India’s entrepreneurial ecosystem at a pivotal moment in the nation’s economic transformation.
By spotlighting 36 founders from every corner of India, PayU sends a powerful message: every entrepreneur’s dream matters, regardless of their location or background. This inclusive approach strengthens the entire ecosystem by inspiring countless others who see themselves reflected in these stories.
With over 2 lakh startups creating more than 2.1 million jobs, India has proven that the Startup India initiative transformed from a government scheme into a genuine movement. The next decade promises even greater achievements as the ecosystem matures, regulatory certainty increases, and domestic capital deepens.
PayU’s comprehensive support ecosystem—from payment infrastructure and accelerator programs to strategic partnerships and storytelling initiatives—positions the company as a true partner in India’s entrepreneurial journey. The PayU India startup initiative demonstrates how fintech companies can contribute meaningfully to national economic goals while building sustainable business advantages.
As India celebrates this momentous milestone, one thing becomes clear: the country’s startup revolution is just beginning. The founders featured in the PayU Startup Republic campaign are writing the next chapter of India’s economic story—one innovation, one customer, one success at a time. Their courage, resilience, and vision prove that entrepreneurship truly has become a mainstream career path and a powerful force for nation-building.
Frequently Asked Questions
What is the PayU Startup Republic campaign?
The PayU Startup Republic campaign is a nationwide Republic Day initiative launched on January 24, 2026, that champions entrepreneurial excellence across all 36 states and union territories of India. It features a 120-second hero film and 36 five-minute documentary films, each profiling a founder from a different state or union territory, marking 10 years of the Startup India initiative.
How does PayU support Indian entrepreneurs beyond this campaign?
PayU provides comprehensive support including tailored payment solutions, the InFINity accelerator program (which has enabled 60 startups with $5 million+ in investments), mentorship opportunities, exclusive community access, fundraising support, and partnerships with organizations like AWS and IDFC FIRST Bank. The company works with DPIIT under an MoU to empower startups across India.
What makes the PayU Startup Republic campaign different from other corporate initiatives?
Unlike typical marketing campaigns, the PayU Startup Republic campaign focuses on authentic storytelling from geographically underrepresented regions, featuring entrepreneurs from every single state and union territory. It specifically highlights DPIIT-registered startups from emerging entrepreneurial hubs outside metros, ensuring inclusive representation of India’s diverse entrepreneurial landscape.
How has India’s startup ecosystem evolved over the past 10 years?
India’s startup ecosystem has transformed dramatically from fewer than 500 startups and 4 unicorns in 2014 to over 2 lakh DPIIT-recognized startups and nearly 125 active unicorns by 2025. The ecosystem has generated employment for more than 2.1 million people, with women representation in leadership exceeding 45%, making India the world’s third-largest startup ecosystem.
What is the InFINity accelerator program and who can apply?
InFINity is PayU’s fintech accelerator program developed in partnership with AWS. It targets early-stage Indian fintech startups that have raised less than $10 million and are seeking seed to Series A funding. The 12-week hybrid program includes a boot camp in Bengaluru, virtual office hours, mentorship, AWS credits, $100,000 in PayU credits, and potential investments of up to $5 million per qualifying company.
How can startups benefit from being featured in the PayU Startup Republic campaign?
Featured startups gain national visibility and credibility, access to PayU’s extensive merchant ecosystem, networking opportunities with entrepreneurs from other states, potential investor attention, introduction to PayU’s payment solutions and support programs, and inspiration for other aspiring entrepreneurs who see their stories represented.
What sectors is PayU focusing on for future startup support?
PayU is positioned to support diverse sectors including fintech (its core strength), deep tech and AI, manufacturing, climate tech and sustainability, space tech, and D2C commerce. The company’s payment infrastructure and mentorship programs are designed to serve startups across all these emerging opportunity areas as India’s economy evolves.
