Mumbai: Spice Money, the rural fintech platform and a subsidiary of DiGiSPICE Technologies, has launched ‘Growth Bus’, a new brand campaign aimed at encouraging entrepreneurship in rural India by showcasing business opportunities that require zero upfront investment.
The campaign centres on a travelling bus designed as a mobile platform for learning, collaboration and knowledge sharing among the company’s network of Adhikaris (merchant partners). Through the initiative, Spice Money seeks to demonstrate that aspiring entrepreneurs can build sustainable businesses in their hometowns by offering digital financial services, without migrating to urban centres.
Built around the message, “Spice Money ki Growth Bus pe Chad Jao,” the campaign highlights how individuals can transform an existing retail outlet or a part of their home into a digital banking access point using a smartphone. The campaign also features peer-to-peer conversations among Adhikaris from different states, who share their experiences of building businesses by providing services such as cash withdrawals, bill payments, loans and other financial offerings to local communities.
As part of the outreach, Spice Money has released eight campaign films in 11 Indian languages, including Hindi, Punjabi, Gujarati, Marathi, Tamil, Telugu, Malayalam, Kannada, Odia, Assamese and Bengali. The company said the campaign has reached more than 15 million users across Meta platforms, Google’s network and YouTube, while also creating a repository of vernacular content designed for sharing through WhatsApp.
Commenting on the campaign, Dilip Modi, Founder and CEO of Spice Money, said, “True entrepreneurial spirit thrives in India’s small towns and villages, where people naturally lean on each other to learn and grow. We want people to know that they don’t have to leave their families or hometowns behind to achieve financial success. With the ‘Growth Bus’ campaign, we are celebrating our Adhikaris not just as service providers, but as self-made local changemakers who started with minimal investment and are now driving the local economy forward.”
Spice Money said the campaign aligns with its broader objective of expanding financial inclusion while supporting income generation opportunities across rural India. The company currently has a network of more than 16 lakh Adhikaris, with a presence across over 95% of India’s pin codes.
