Deep Shah

Product & Strategy Leader with experience in building and scaling digital payment ecosystems at National Payments Corporation of India (NPCI). Led the RuPay Credit Card portfolio, driving platform-led growth, product strategy, and data-informed decision-making to accelerate adoption and business impact. Experience spans RuPay, UPI P2M, UPI Autopay, UPI Global, AePS, merchant payments, and cross-functional ecosystem enablement. Proven track record of delivering high-scale outcomes, including: • Designing credit card strategy roadmap for multifold growth • Identifying revenue opportunity through customer segmentation and issuer-led onboarding models • Driving revenue growth for UPI Autopay by enabling bill payment and investment categories • Improving transaction success rates • Implementing cost-optimization strategies that reduced feature costs and ensured zero revenue leakages Strengths include product thinking, ecosystem alignment, UX-first execution, analytics-driven strategy, and stakeholder leadership across banks, fintechs, TPAPs, and merchants. Passionate about shaping the future of digital payments through scalable platforms, innovation, and customer-centric product design.