BHIM Payments App has launched the second edition of its annual Meethi Diwali campaign, running from October 1 to 31. The initiative transforms routine digital transactions into support for women-led artisan businesses, empowering small enterprises while adding purpose to festive payments.
In collaboration with Aspire For Her, the campaign encourages users to complete ten or more transactions on the app, with a portion of the proceeds directed toward women entrepreneurs. By shifting focus from discounts to collective empowerment, BHIM turns everyday payments into meaningful gestures that sustain traditional crafts and livelihoods.
Lalitha Nataraj, MD and CEO, NBSL, said: “Diwali is a season of sharing and joy, and with Meethi Diwali we aim to add purpose to that spirit. Paying through BHIM doesn’t just offer a secure, seamless experience-it helps women artisans translate their skills into sustainable livelihoods.”
Madhura DasGupta Sinha, founder & CEO, Aspire For Her, added: “This festive initiative empowers artisan EntrepreNaaris to earn, grow, and shine, strengthening the women’s economy from the grassroots.”
Conceptualized by SoCheers, the campaign features a festive film highlighting how small acts like digital payments can spread goodness.
Mehul Gupta, co-founder and CEO, SoCheers, said: “#MeethiDiwali2025 underscores BHIM’s values of trust, security, and reliability, while showing how technology can empower lives in meaningful ways.”
Ashwini Kamat, Sr VP, Mediabrands, noted: “The campaign reinforces BHIM’s role as a trusted payments platform while promoting a larger cause-supporting women artisans across India.”
