Prithvi Exchange (India) Limited has introduced a WhatsApp-enabled forex assistance service as part of its ongoing digital transformation roadmap. Disclosed under Regulation 30 of SEBI (LODR) Regulations, 2015, the move reflects the company’s push toward technology-driven customer engagement and greater accessibility in the direct-to-consumer market.
Bridging Physical and Digital with a “BrickClick” Approach
The company is strengthening its hybrid operating model by combining its established branch network with digital interfaces. This “BrickClick” strategy allows customers to begin their foreign exchange transactions online while continuing to rely on the organisation’s compliance standards, operational reliability, and in-person service capabilities.
Key Capabilities of the WhatsApp Forex Service
Through the WhatsApp channel, customers can:
- View real-time forex rates instantly
- Place requests for currency purchase, encashment, and remittances
- Get responses to forex-related queries via a conversational interface
The initiative is designed to deliver faster access to services, reduce friction in the transaction journey, and offer a familiar, mobile-first interaction layer.
Advancing a Scalable Digital Infrastructure
The rollout marks a step toward building a more agile and scalable digital ecosystem. By integrating conversational commerce with its core forex operations, Prithvi Exchange aims to provide a consistent and seamless experience across online and offline touchpoints. The company positions this as a future-ready service model that blends institutional trust with modern digital convenience.
