The Curious Case of Coinbase’s India Communications Strategy

On April 7, 2022, Coinbase launched operations in India, with executives touting how easy it would be to trade on the company app with payments being processed by Unified Payments Interface, or UPI, a widely used payments system in India. Hours after the event, though, the entity that governs UPI, (National Payments Corporation of India, under the aegis of the RBI) tweeted to clarify that it was “not aware of any crypto exchange using UPI.”



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