At the Digital Payments Awards 2025, Finance Minister Nirmala Sitharaman urged fintech firms to view rural and agricultural sectors as new market opportunities, not just social responsibilities. She emphasized innovation, credit support for MSMEs, and advancing financial inclusion. Highlighting India's 87% fintech adoption rate and ₹44 lakh crore in DBT transfers, she stressed the need for regional language support, voice-based services, and cybersecurity. Sitharaman encouraged exporting India’s fintech models globally, citing a $400 billion market potential by 2028-29. She lauded UPI's global success and called for deeper digital payment adoption, fraud prevention, and grassroots financial literacy efforts.