BusinessAdmin10/14/2025
Mumbai, 14 October 2025 : India’s leading financial platform for women, Lxme, today announced the launch of LxmePay, the country’s first UPI designed specially for women. The launch is accompanied by a powerful new campaign, ‘Main Lxme Hoon: The Pink Revolution’ , celebrating women who own their financial choices with confidence and pride.
With LxmePay, women can now transact seamlessly, track spending automatically, and save intelligently and even earn free digital gold on payments and more - bringing ease and empowerment to payments.
At its heart, ‘Main Lxme Hoon: The Pink Revolution’ is more than a campaign; it’s a celebration of self-worth, courage, and the quiet power of financial independence. The campaign film, “Main Lxme Hoon,” pays homage to the financial consciousness women naturally embody from managing household budgets to saving for their dreams. The brand film follows two women, a homemaker in her forties and a young professional in her twenties who balance responsibility and ambition, finding a shared voice in the words:
“Main Lxme hoon. Apne ghar ki bhi. Khud ke sapno ki bhi.” (I am Lxme. For my home. For my dreams.)
Conceptualised by Mox Asia, led by Co-Founders Nirmika Singh and Tulsi Bavishi, the campaign’s Hindi poetry has been written by Singh. Rooted in lived experience, the creative was developed by a predominantly female team, reflecting authentic insights into women’s financial journeys. To ensure inclusivity and reach, the film has been adapted into Telugu and English.
Speaking on the launch and campaign, Priti Rathi Gupta & Ridhi Doongursee- Founder & Co-founder, Lxme, said, “LxmePay isn’t just another payments app. It’s the first step in a new financial revolution for women. We help women move from spending to investing with confidence, not confusion, and turn everyday transactions into wealth-building opportunities. And with ‘Main Lxme Hoon,’ we’re amplifying this message to every woman who’s ready to claim her financial voice.”
Nirmika Singh, Co-Founder, Mox Asia, shared, "This campaign didn't come from a brief; it came from a truth we all know. It’s inspired by the mothers, sisters, and friends we see every day, quietly shouldering responsibility and dreaming big. ‘Main Lxme Hoon’ also marks an emotional revolution for every woman who is now ready to own her financial story and finally say: 'This money, this independence, is mine."
Together, LxmePay and ‘Main Lxme Hoon: The Pink Revolution’ mark a defining moment in India’s financial inclusion movement, one led by women, for women. When one woman says, “Main Lxme Hoon,” a thousand more believe they can too.