UPI MDR Deferment Provides Festive Relief to D2C Brands
The deferment of the Merchant Discount Rate (MDR) on UPI transactions offers relief to direct-to-consumer (D2C) brands, especially those in low-margin sectors like consumer electronics, fashion, and packaged goods. Since 60-90% of prepaid transactions for most digital-first brands occur via UPI, this move eases financial pressure during the festive season.
Economic Times·


