Big Tech considers India an important market when it comes to search, social media, messaging and e-commerce. Fintech, however, is another story. Major U.S. tech companies, including Facebook and Amazon, face challenges in India's competitive fintech market. While Facebook's attempts with Jio and WhatsApp Pay struggled, Google Pay has stood out with 67 million users in India, holding a significant 35% market share in UPI payments. Despite PhonePe's lead, Google Pay has maintained its position. Google's focus on UPI, strategic partnerships with banks, and avoidance of significant regulatory hurdles contribute to its success. Unlike Amazon Pay and WhatsApp Pay, Google Pay is poised to expand into broader financial services, potentially forming a digital financial ecosystem in India. If regulatory fortunes continue, Google may explore acquiring a local bank for deeper integration.