Google Pay has introduced Flex, a UPI-powered, fully digital co-branded credit card built on the RuPay network. The aim is to make credit more accessible and empower users in India. The first card under the initiative, Google Pay Flex Axis Bank Credit Card, has been launched in partnership with Axis Bank, helping users feel confident in the reliability and credibility of the offering and is available for direct application within the app. Approval and issuance are completed digitally, with no physical paperwork. This includes information about any applicable interest rates, fees and repayment terms, so users can make informed decisions about using the flexible repayment options and converting bills into EMIs within the app.

The product also offers in-app controls such as setting transaction limits, blocking or unblocking the card and tracking spending and bills. Flex is currently being rolled out in different phases. Interested users can join a waitlist.

Also Read: India Overtakes the World in Digital Payments: UPI’s Global Lead Is Unmatched

Impact on Payments and Credit Adoption

India’s digital payments landscape has seen rapid adoption of UPI, but credit card penetration remains relatively low compared with other major markets. With roughly 50 million credit card holders in the country, integrating credit into one of India’s leading digital payment apps could expand access to transactional credit and attract first-time card users.

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Industry experts suggest that the launch positions Google Pay to compete more directly in the co-branded and digital credit card market. This is where partnerships between fintech platforms and banks are increasingly driving credit distribution through app-based experiences.

The ease of digital onboarding, combined with rewards and flexible payment features, may help accelerate credit adoption among digitally active consumers.