At Hitachi, we are reshaping the traditional paradigm of ATM deployment by introducing a groundbreaking concept: embedding ATMs within existing shops and retail outlets through a revenue-sharing model. Taking a cue from the guidelines set forth by the Reserve Bank of India (RBI), Hitachi assumes the responsibility of owning and managing the White Label ATM (WLA) Network. This strategic move not only aligns with regulatory directives but also positions HPY as a key player in the dynamic landscape of ATM operations.

Moreover, to sustain the operational costs of this network, Hitachi capitalizes on the opportunity to advertise products and services approved by the Advertising Standard Council of India (ASCI). This dual-purpose approach not only enhances brand visibility for advertisers but also contributes to the financial viability of our ATM deployment strategy. Industry-standard Cash Dispenser (CD) ATMs take center stage in our deployment strategy. Compliant with banking card standards, these ATMs accept a diverse range of cards issued by various banks through our Sponsor Bank. The actual branding at each location is the result of carefully negotiated commercial agreements between Hitachi and location owners or collaborative partners involved in the deployment.