Paytm renames its postcard service as ‘Lifafa’

Erlier this month, Paytm launched a new feature called the Postcard service- a digital version of ‘shagun’ which enables users to go cashless during festive occasions. The company is now branding its Postcard service that allows instant sharing of money across the country as Paytm Lifafa after it received a notice from India Post to stop using the term ‘Postcard’.

The notice cited the IPO Act and the established rules and regulations saying the usage of the word ‘Postcard’ is the sole prerogative of India Post. The Paytm Lifafa service enables users to send cash to each other using various other themes wherein Thank You, Lucky You and Best Wishes have emerged as the more popular ones.

“The rebranding exercise is limited to the name, while the core product remains the same,” said Deepak Abbot, senior vice-president at Paytm. “The word ‘Lifafa’ has a strong emotional connect in our country and rebranding our service to ‘Paytm Lifafa’ will help in further establishing it as the go-to platform to exchange greetings and gift money.”

Paytm also plans to launch promotional activities to spread awareness among the masses about its Paytm Lifafa, while also gearing up to launch more product updates.