Delhi: In a strategic leadership move, Global Pay by WSFx has announced the appointment of Kuldeep Pawar as Chief Marketing Officer and Head of D2C Growth. Simultaneously, Kuldeep will continue to lead brand strategy at Spice Money Limited in the capacity of Strategic Advisor – Brand & PR, reinforcing the group’s unified vision to serve both urban and rural financial consumers.
In his new role at Global Pay by WSFx, a 30-year-old BSE-listed leader in foreign exchange, forex cards, and cross-border payments, Kuldeep will spearhead the expansion of the brand’s consumer-facing business. As the company pivots from its strong B2B foundation to cater to the rapidly growing segment of Indian global travelers and students, his leadership will be key to building a high-impact, digitally empowered D2C ecosystem.
The brand will focus on delivering seamless onboarding, competitive forex rates, travel rewards, and lifestyle-linked financial benefits for its growing consumer base.
At the same time, Kuldeep will continue to shape Spice Money’s positioning as India’s leading rural fintech. In his role as Strategic Advisor – Brand & PR, he will guide brand strategy, external communication, and strategic alliances with regulators and ecosystem partners, supporting the company’s mission to drive financial inclusion across rural India.
Kuldeep brings with him over 18 years of experience across fintech, telecom, SaaS, and cybersecurity, with a proven track record of building digital-first brands and delivering scalable go-to-market strategies. During his tenure as Chief Marketing Officer at Spice Money, he played a central role in crafting the company’s rural-first narrative. From a strategic rebranding initiative to onboarding Sonu Sood as brand ambassador, his campaigns have left a significant imprint on the fintech landscape.
He was also instrumental in driving growth through product launches like AePS, Micro ATMs, CASA, and UPI tailored for rural India. His leadership helped build India’s largest rural fintech network with 1.5 million Adhikaris, while pioneering award-winning campaigns such as the ‘Red Blue Revolution’ and ‘Adhikari Pride’, transforming rural entrepreneurs into torchbearers of financial empowerment.
Dilip Modi, Founder and CEO, Spice Money, lauded the development, “Kuldeep’s contribution to Spice Money’s rise as a top leader in the marketing space has been extraordinary. His shift into a dual role within the group is a natural evolution of his capabilities. As Kuldeep takes on the exciting mandate of driving Global Pay’s D2C journey, I am confident that his leadership will bring a transformative impact to the brand. At the same time, his continued strategic guidance will ensure Spice Money continues to thrive as a trusted, purpose-led brand for rural Bharat.”
Srikrishna Narasimhan, Whole-Time Director & CEO, Global Pay by WSFx, echoed this sentiment, “With Global Pay making its foray into D2C, Kuldeep’s proven ability to scale digital-first businesses and his customer-centric approach makes him the ideal choice. We look forward to his leadership in building a high-impact consumer brand in the cross-border payments space.”
Expressing his enthusiasm for the new dual mandate, Kuldeep Pawar said, “This opportunity to lead Global Pay’s consumer growth journey, while continuing to contribute to Spice Money’s brand evolution, is both exciting and deeply fulfilling. Having shaped and scaled Spice Money’s brand across India, I now carry forward valuable insights into financial inclusion, rural engagement, and purpose-led storytelling. While I may have two different roles, my vision to bring the best financial products to Indians across both urban and rural markets, and more people under the fold of financial inclusion, remains unified.”
