India, June 26 -- If there is an outlier in the UPI ecosystem when it comes to commanding a top spot at an unusually fast speed, it is Flipkart's super.money.

Since its launch last July, the fintech has overtaken players like CRED, Amazon Pay and WhatsApp Pay, helped by aggressive cashback campaigns. However, there is more than meets the eye here.

Let's find out what.

At the time of its launch last year, many assumed that super.money would leverage its parent platform, Flipkart, to gain a firm ground in the country's UPI market, otherwise dominated by a handful of players.

But to everyone's surprise, super.money chose a different path and built an independent fintech app with an independent user acquisition model. It is targeting a sp...