New Delhi, February 7, 2018: Mastercard and the Confederation of All India Traders (CAIT) recently announced the successful conclusion of the ‘Digital Rath’ campaign. Aimed at supporting the government’s agenda to transition India towards a less-cash economy, the campaign was rolled-out across Delhi, Lucknow, Gwalior, Jhansi, Kanpur, Kolkata, Puducherry, Nagpur, Bhopal, Pune, and Navi Mumbai to build awareness of and further accelerate the usage and acceptance of digital payments among approximately 10 lakh merchants.
The campaign’s closing ceremony was officiated in Navi Mumbai by Shri Shivajirao Painkar, Secretary, Agricultural Produce Market Committee (APMC), in the presence of Shri Kirti Rana, President of CAIT’s Maharashtra Chapter.
As part of the campaign, Mastercard conducted “Master Your Card” training workshops for merchants in participating cities. These programs shared insights on the benefits of electronic payments, and how best to leverage them as a tool to scale their enterprises.
An introductory video was also launched at the start of the campaign, generating over 46 lakh views on YouTube, its key channel. Additionally, over 1.5 crore people have watched the video on the campaign’s Facebook page.
Mr. Praveen Khandelwal, National Secretary General, CAIT said, “We are pleased with the outcome of the ‘Digital Rath’ campaign and thank Mastercard for its continuous support. We are confident that through this initiative we have been able to educate and empower the merchants to increase adoption and build awareness about the use of digital payments.”
Mr. Ravi Aurora, Executive Director, Global Community Relations, Mastercard said, “Small and medium enterprises are the backbone of India’s digital economy. As such, ensuring that they are equipped with business expertise and knowledge on safe, secure payments is mission critical for Mastercard. The ‘Digital Rath’ campaign, which commenced in 2017 November, augments this commitment.”
“Through collaboration with local partners like CAIT, the ‘Digital Rath’ campaign was able to reach and educate 10 lakh merchants about benefits of electronic payments. We value working with our local partners, and we look forward to continued collaborations, as part of our shared commitment to furthering the development of the Indian economy,” said Mr Aurora.
The ‘Digital Rath’ promotional campaign was first launched in New Delhi on 8th November 2017 by the Union Minister of Information & Broadcasting and the Textile Minister, Government of India, Smt. Smirti Irani.
To watch the full video on the campaign, please click on the following link: www.winitforindia.in
Mastercard (NYSE: MA), www.mastercard.com, is a technology company in the global payments industry. Our global payments processing network connects consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. Mastercard products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier, more secure and more efficient for everyone. Follow us on Twitter @MastercardAP, join the discussion on the Beyond the Transaction Blog and subscribe for the latest news on the Engagement Bureau.