Disclosure: I work for a fintech in India, specialized in card payment. It seems here people see this rule as "merchants can't store card numbers any more". This is actually a lot more than that, this is the new rule: you cannot store card numbers for recurring payment. Even if you are PCI-DSS compliant. Even if you are audited by the RBI. Even if you're sponsored by a bank. The only way to store a Visa number is to…
They then use this to attracts customers and/or banks to sign up. Rupay customers end up paying part of the hefty commissions (albeit indirectly) that Visa charges the merchants and the Visa customers get discounts, cash backs and offers.
A payment network is just a payment network, they shouldn't be using their market dominance to run marketing schemes.