Synopsis
The new MDR framework on UPI was expected to impact D2C brands operating in low-margin categories such as consumer electronics, fashion and packaged goods through their own website. For the majority of digital-first brands, 60-90% of their prepaid transactions are through UPI.
The postponement of the merchant discount rate (MDR) on select Unified Payments Interface (UPI) merchant payments until after Diwali is expected to give brands more room to offer discounts while protecting margins during the festive season, said founders of direct-to-consumer (D2C) brands and analysts.The new MDR framework on UPI was expected to impact D2C brands operating in low-margin categories such as consumer electronics, fashion and
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