Under this new mandate, Kuldeep will drive growth of the D2C business at Global Pay by WSFx, while also taking on the role of CMO; To continue leading brand strategy, external communications and strategic alliances at Spice Money Limited
FinTech BizNews Service
Mumbai, May 2, 2025: Global Pay by WSFx today announced that Kuldeep Pawar, who was previously the CMO of Spice Money, will be taking on a dual role within the group. Kuldeep has been appointed Chief Marketing Officer and Head of D2C Business at WSFx Global Pay, a 30 year old BSE-listed leader in foreign exchange, forex cards, and cross-border payments. He will however, continue to lead brand strategy at Spice Money, as Strategic Advisor - Brand & PR, thus, continuing to strengthen its communications and brand leadership. This is a critical role that has been fundamental to the company’s positioning as India’s leading rural fintech.
As Global Pay expands from its strong B2B foundation into the consumer space, Kuldeep will lead D2C growth, tapping into rising global mobility among Indian consumers. With increased leisure travel and student migration, the company will address these emerging needs and also create greater value and convenience for the customer. The brand aims to deliver seamless onboarding, competitive foreign exchange rates, travel rewards, and lifestyle-linked benefits.
In his capacity as Strategic Advisor - Brand & PR, Kuldeep will continue to lead all brand, external communication, and strategic alliances with regulatory bodies, policymakers, and ecosystem partners in the fintech space, reinforcing Spice Money’s leadership and credibility in providing rural financial services.
A seasoned marketing and growth expert with over 18 years of experience across fintech, telecom, SaaS, and cybersecurity, Kuldeep is widely recognized for building digital-first brands and delivering transformative go-to-market strategies. His work has consistently driven exponential growth, customer engagement, and market leadership for top companies in the past.
During his tenure as Chief Marketing Officer at Spice Money, he played a pivotal role in shaping the brand’s rural-first narrative. From rebranding the company with a compelling identity that resonated across Bharat to onboarding Sonu Sood as brand ambassador, he led high-impact campaigns that drove massive awareness and trust.
Under his leadership, Spice Money’s marketing engine fuelled key product launches including AePS, Micro ATMs, CASA, and UPI for rural India. He was instrumental in building India’s largest rural fintech network, growing the Adhikari base to 1.5 million and spearheading digital-first, zero-CAC acquisition models. Kuldeep also championed award-winning initiatives like ‘Red Blue Revolution’ and 'Adhikari Pride', transforming rural entrepreneurs into proud ambassadors of financial inclusion. His data-backed, hyperlocal approach to storytelling helped Spice Money reach over 2.5 crore rural customers monthly and solidify its leadership in assisted digital finance.
Along with his marketing role, he will now also be responsible for driving strategic brand-building and D2C business growth at Global Pay, while continuing to shape Spice Money’s narrative as a brand advisor.
Reflecting on Kuldeep’s expanded role, Dilip Modi, Founder and CEO, Spice Money said: “Kuldeep’s contribution to Spice Money’s rise as a top leader in the marketing space has been extraordinary. His shift into a dual role within the group is a natural evolution of his capabilities. As Kuldeep takes on the exciting mandate of driving Global Pay’s D2C journey, I am confident that his leadership will bring a transformative impact to the brand. At the same time, his continued strategic guidance will ensure Spice Money continues to thrive as a trusted, purpose-led brand for rural Bharat..”
Srikrishna Narasimhan, Whole-Time Director & CEO, Global Pay by WSFx added: “With Global Pay making its foray into D2C, Kuldeep’s proven ability to scale digital-first businesses and his customer-centric approach makes him the ideal choice. We look forward to his leadership in building a high-impact consumer brand in the cross-border payments space.”
Reflecting on his enhanced responsibilities, Kuldeep Pawar, CMO & D2C Business Head, WSFx Global Pay said: “'This opportunity to lead Global Pay’s consumer growth journey, while continuing to contribute to Spice Money’s brand evolution, is both exciting and deeply fulfilling. Having shaped and scaled Spice Money’s brand across India, I now carry forward valuable insights into financial inclusion, rural engagement, and purpose-led storytelling. While I may have two different roles, my vision to bring the best financial products to Indians across both urban and rural markets, and more people under the fold of financial inclusion, remains unified.”
