BHARATPE APPOINTS SHILPI KAPOOR AS HEAD OF MARKETING TO DRIVE BRAND GROWTH

BharatPe has appointed Shilpi Kapoor as its new Head of Marketing. Formerly the CMO at Airtel Payments Bank, Kapoor will lead brand strategy, integrated marketing, and digital initiatives. Her appointment underscores BharatPe’s focus on strengthening its brand presence and driving digital growth in India’s competitive fintech landscape.

Fintech major BharatPe has announced the appointment of Shilpi Kapoor as its new Head of Marketing, marking a key leadership addition as the company sharpens its focus on strengthening its brand presence and accelerating digital growth.

In her new role, Kapoor will spearhead brand strategy, integrated marketing campaigns, and digital initiatives across BharatPe’s expanding portfolio of financial products and merchant services. The appointment underscores BharatPe’s commitment to deepening consumer engagement and enhancing visibility in India’s fast-evolving fintech landscape.

Kapoor brings with her extensive experience in marketing and brand building, having previously served as the Chief Marketing Officer at Airtel Payments Bank, where she led the company’s brand transformation and digital-first campaigns. Her career spans over two decades across leading financial and telecom brands, where she has built a reputation for driving impactful storytelling, innovation, and customer-centric marketing.

Commenting on the appointment, a BharatPe spokesperson said, “As BharatPe continues to evolve beyond payments into lending and financial services, we are excited to welcome Shilpi to our leadership team. Her experience in building trusted digital brands and her deep understanding of consumer behavior will be instrumental in shaping BharatPe’s next phase of growth.”

The move comes at a time when BharatPe is expanding its product ecosystem — from merchant loans and QR-based payments to consumer fintech solutions — while competing in a crowded market that includes PhonePe, Paytm, and Google Pay.

With Kapoor’s appointment, BharatPe aims to not only strengthen its marketing muscle but also redefine how financial services are perceived and adopted by India’s next generation of digital-first users.

The fintech firm, headquartered in New Delhi, continues to diversify its offerings and strengthen its leadership bench as it positions itself for sustained growth and innovation in the coming years.