Pay10 has launched Pay10 World in India, supported by its campaign ‘No Borders. Just Business.’, aimed at simplifying and accelerating the cash flow cycle for businesses expanding globally. The launch follows the company receiving full authorisation under the Reserve Bank of India Payment Aggregator – Cross Border (PA-CB) framework, enabling compliant cross-border payment services across export and import transactions.
The platform enables Indian businesses to accept international payments and manage settlements through a unified system. It integrates global payment methods with India’s real-time payments infrastructure, allowing international customers to transact in their local currencies while businesses receive settlements in INR. Pay10 World also automates compliance processes, including FIRA generation, positioning itself as an operationally efficient solution for cross-border commerce.
The campaign ‘No Borders. Just Business.’ adopts a storytelling-led approach, using everyday scenarios and light humour to highlight common business challenges such as slow payment cycles and multiple verification steps. Through three films, the campaign presents exporter pain points in relatable situations, translating operational friction into simplified narratives. The films demonstrate how Pay10 World addresses these inefficiencies, positioning the platform as a modern and seamless alternative for businesses entering global markets.
In addition to export transactions, Pay10 World extends its proposition to cross-border imports by supporting international merchants selling to Indian consumers. Businesses can complete global purchases in INR, while the platform ensures compliant settlements to merchants in their respective currencies. This dual capability aims to provide a consistent and predictable payment experience while supporting scalability in international trade operations.
Prabhpreet Singh Gill said, “Finance has to evolve beyond traditional limitations to meet the needs of a fast-changing global economy. With Pay10 World, we are building future-ready payment infrastructure that connects markets seamlessly and enables fair, open access to global commerce. Our approach is grounded in strong regulatory alignment and a commitment to creating interoperable systems that work across borders, in alignment with India’s Vision 2030 which has played a pivotal role in advancing the national fintech ecosystem to compete globally.”
Atul Mehta added, “With Pay10 World, we are focused on bringing greater predictability and control to cross-border business by simplifying how payments, settlements, and compliance come together. As more Indian businesses expand globally, our aim is to make cross-border transactions more reliable and easier to manage, so they can operate with confidence in international markets.”
From a marketing perspective, the campaign aligns product functionality with narrative-led communication, using relatable storytelling to decode complex financial processes. By focusing on real-world business challenges and embedding humour within its messaging, Pay10 positions its platform as both accessible and efficient, targeting SMEs and enterprises navigating global trade.
The campaign is designed for digital distribution, leveraging film-based storytelling to build awareness and drive consideration among businesses seeking compliant and streamlined cross-border payment solutions. Through this integrated launch, Pay10 combines regulatory readiness with brand-led communication to strengthen its positioning within India’s evolving fintech landscape.
