Delhi: Global Pay by WSFx, a BSE-listed leader in foreign exchange, forex cards, and cross-border payments, has announced the appointment of Kuldeep Pawar as Chief Marketing Officer and Head of Direct-to-Consumer (D2C) Growth.
In a dual leadership capacity, Kuldeep Pawar will also continue to shape the brand and external communication strategy at Spice Money Limited, India’s leading rural fintech, as Strategic Advisor – Brand and PR.
In his new mandate, Kuldeep Pawar will lead Global Pay’s foray into the consumer segment, building on its robust B2B foundation. As international travel and student migration from India continue to rise, he will drive product innovation and customer acquisition strategies focused on delivering superior user experiences, competitive forex rates, and lifestyle-linked value propositions.
“Kuldeep’s proven success in building scalable digital-first brands makes him the ideal choice to drive our consumer business,” said Srikrishna Narasimhan, Whole-Time Director & CEO at Global Pay by WSFx. “As we expand our footprint in cross-border consumer payments, his expertise in customer-centric storytelling and strategic growth will be instrumental.”
At Spice Money, Pawar will retain his advisory role where he has been a driving force behind the brand’s transformation. From leading its rebranding to onboarding actor Sonu Sood as brand ambassador, Pawar crafted narratives that resonated with over 2.5 crore rural Indians monthly.
Under his leadership, initiatives like AePS, Micro ATMs, and ‘Red Blue Revolution’ helped scale the Adhikari network to 1.5 million, strengthening Spice Money’s position as India’s largest rural fintech platform.
Dilip Modi, Founder & CEO of Spice Money, commented, “Kuldeep’s visionary approach has been critical to building Spice Money’s brand in Bharat. His new role across both entities is a testament to his impact and leadership.”
Speaking about his expanded responsibilities, Kuldeep Pawar said, “This opportunity to lead Global Pay’s consumer growth journey while continuing to advise Spice Money’s brand is truly rewarding. My vision remains focused on enabling access to trusted financial products for both urban and rural India through purpose-driven innovation.”
Kuldeep Pawar’s Experience
With over 18 years of experience spanning fintech, telecom, SaaS, and cybersecurity, Kuldeep Pawar is widely recognized for his strategic acumen, data-led storytelling, and ability to build trusted, high-impact brands in dynamic markets.
