As on date, in India 4 WLA operators have gone live i.e.
- BTI Payments Pvt. Ltd.
- Muthoot Finance Ltd.
- Prizm Payment Services
- Tata Communications Payment Solutions Ltd.
The largest numbers of ATMs have been deployed by Tata Communications Payment Solutions Ltd.
Each WLA is following a distinct marketing strategy to achieve the roll-out target committed to Reserve Bank of India.
Tata Communications Payment Solutions Ltd., is setting up its ATMs in educational institutions spread across India. Setting up ATMs in educational institutions not only minimizes the investment in infrastructure but also assists in having a captive user base.
BTI Payments has adopted the mode of ‘ATM in a Shop’.
Muthoot Finance is setting up its ATMs in its branches with a focus on rolling out prepaid cards. A part of Gold Loan will be loaded into the Prepaid Card, and the Loan holders can withdraw the amount as and when needed.
Prizm Payment Services has christened its ATMS as “Money Spot”.