Mumbai: In a landmark move for women’s financial empowerment, India’s leading women-focused financial platform Lxme has unveiled LxmePay, the country’s first UPI payment solution designed specifically for women. The dual launch also features the powerful new brand campaign, ‘Main Lxme Hoon: The Pink Revolution’, aimed at celebrating women who take charge of their financial journeys.
LxmePay is more than just a digital payment app—it offers a seamless transaction experience with intelligent tracking, automated savings, and unique rewards like free digital gold on payments. The platform is built to shift women’s relationship with money, enabling them to move from spending to investing, confidently and consciously.
At the heart of this product launch is a bold new campaign, ‘Main Lxme Hoon: The Pink Revolution’, a tribute to the everyday financial choices and dreams of women. The campaign film, “Main Lxme Hoon”, captures the stories of two women—a homemaker in her forties and a young professional in her twenties—who embody strength, responsibility, and aspiration. They unite in the powerful words:
“Main Lxme hoon. Apne ghar ki bhi. Khud ke sapno ki bhi.”
(I am Lxme. For my home. For my dreams.)
Conceptualised by Mox Asia, led by Co-Founders Nirmika Singh and Tulsi Bavishi, the campaign is rooted in real experiences and developed by a predominantly female team, reflecting authentic perspectives on women’s financial lives. The film is also adapted into Telugu and English to ensure wider accessibility and cultural relevance.
Priti Rathi Gupta & Ridhi Doongursee, Founder and Co-founder of Lxme, said,“LxmePay isn’t just another payments app. It’s the first step in a new financial revolution for women. We help women move from spending to investing with confidence, not confusion, and turn everyday transactions into wealth-building opportunities. And with ‘Main Lxme Hoon,’ we’re amplifying this message to every woman who’s ready to claim her financial voice.”
Nirmika Singh, Co-Founder of Mox Asia, added, “This campaign didn’t come from a brief; it came from a truth we all know. It’s inspired by the mothers, sisters, and friends we see every day, quietly shouldering responsibility and dreaming big. ‘Main Lxme Hoon’ also marks an emotional revolution for every woman who is now ready to own her financial story and finally say: ‘This money, this independence, is mine.’”
Together, LxmePay and ‘Main Lxme Hoon: The Pink Revolution’ represent a transformative moment in India’s financial inclusion movement—one that is led by women, for women. The initiative aims to inspire thousands more to stand up and say, “Main Lxme Hoon.”
To watch the campaign film:
