Google Launches Flex Credit Card on RuPay to Expand Credit Access in India

Google has launched a new credit card in India. The product is called Flex by Google Pay. It partners with private lender Axis Bank and runs on the RuPay network.

The move targets India’s massive digital payments user base. It aims to provide more consumers with formal credit access. The launch was confirmed by Google on Wednesday.

Embedding Credit into India’s UPI Payment Ecosystem

The card is issued digitally through the Google Pay app. It links directly to India’s Unified Payments Interface, or UPI, for payments. Users can repay balances in full or convert them into installments.

Google Pay is a leading UPI platform in the country. According to Reuters, this gives Axis Bank instant access to millions of users. Lenders are increasingly using tech platforms to scale credit distribution faster than traditional branches.

Pricing will vary by user and credit profile. The company states there is no application fee. All charges linked to repayment are shown upfront within the app.

Addressing a Gap in a Growing Credit Card Market

India’s credit card market is growing but remains underpenetrated. Recent data from PwC shows about 110 million outstanding cards. Transaction values are rising by nearly 30% annually.

However, growth has largely been driven by existing users. Google aims to bring new users into the system. Senior director Sharath Bulusu told TechCrunch the goal is to solve for first-time credit users wary of unpredictable billing.

Co-branded cards are a fast-growing segment. A Redseer report projects they will capture over a quarter of the market by 2028. Google faces competition from Amazon, Flipkart, and several food delivery apps already in this space.

Google’s Flex credit card launch represents a strategic bet on India’s financial digitization. By integrating credit directly into a popular payments app, it seeks to convert the country’s vast UPI user base into a new generation of cardholders.

Info at your fingertips-

Who is eligible for the Google Flex credit card?

The card is issued by Axis Bank through the Google Pay app. Eligibility is determined by the bank based on individual credit profiles. Users apply directly within the app.

What network does the Google Flex card use?

It is built on the RuPay network. This is the Indian government-backed card payment scheme. It can be used online and at physical merchants across India.

Are there any rewards with this card?

Yes. The card includes a rewards program. It credits virtual “Stars” on transactions, with each Star being worth ₹1.

How does this card help first-time credit users?

It offers flexible repayment options. Users can convert balances into EMIs to manage cash flow. The app shows all charges clearly upfront to avoid surprises.

What other new feature did Google launch for families?

Google also rolled out “Pocket Money.” This feature lets parents give children controlled UPI payment access. Parents set a spending cap and approve individual transactions..