Card Pulse: banks are issuing cards faster than people use them
- Signal
- India added 8.65 million credit cards between January and September 2026, but monthly spend per card slipped from ₹17,145 to ₹16,281.
- Problem
- New cardholders aren't building a habit. Each dormant card costs the bank acquisition spend and earns nothing.
- Product
- A 90-day activation journey: a first-spend nudge, a category-based welcome offer and a UPI-linked option for small daily payments.
- Next
- 10 interviews with new cardholders who rarely use their card. Guide and hypotheses ready.
Index, January 2026 = 100. Source: RBI bank-wise ATM/POS/card statistics, as reported.