Razorpay highlights cross-border payment friction with new campaign

Razorpay has introduced a cross-border payments campaign titled ‘Get Paid, Not Played’ to draw attention to the fees, opaque processes and friction that global ecommerce exporters, SaaS firms, agencies and freelancers in India encounter when receiving international payments. Positioned as a platform built for India’s expanding global economy, Razorpay aims to address these barriers and help businesses and independent professionals retain more of their income.

India exported goods and services worth more than $825 billion last year and is expected to surpass $1 trillion by FY26. Despite this momentum, the payment infrastructure serving exporters has not kept pace with the needs of design studios in Pune, SaaS teams in Bengaluru, exporters in Jaipur or freelancers in Ahmedabad. Many continue to face disruptions in receiving overseas payments, limiting their ability to take full advantage of growing global demand.

Several pain points persist. Hidden charges reduce margins; delayed settlements strain cash flow and affect operations such as payroll and inventory management; and extensive documentation requirements, including FIRC, shipping bills and IEC, place a heavy administrative burden on lean teams. These issues continue to hinder businesses at a time when international opportunities are expanding.

Apuarv Sethi, senior vice president of marketing at Razorpay, said the complexity of receiving international payments generates both emotional and financial fatigue. He noted that the campaign reflects the frustrations felt by businesses unsure of where their payments stand and stressed that Razorpay intends to simplify the experience so ambition is not constrained by outdated systems.

Developed by Razorpay’s in-house team and produced using AI, the campaign highlights industry-wide challenges and reinforces the demand for a transparent and controlled payments experience that supports Indian businesses operating in the global marketplace.