The logo of Uzum Nasiya, the Uzbek installment payment service, is built on Uzum’s brand identity. The symbol uses a round orange-red background, inside which there is a purple shape resembling an eight-pointed star with rounded corners, overlaid with a white symbol in the form of the letter U with a vertical stroke at the top center. In the full logo, the two-line name uzum nasiya appears on the right, set in the brand’s sans-serif typeface in purple or white depending on the background. This design preserves a direct connection with Uzum’s core visual identity, where the name Uzum comes from the Uzbek word for “grape”, while the Nasiya service joined the ecosystem in 2022 following the integration of Paymart.
Uzum Nasiya operates within the Uzum digital ecosystem in Uzbekistan and positions itself as the country’s largest installment payment service. It is developing as a BNPL solution for everyday purchases and is also described in the company’s materials as an installment service compliant with Sharia principles. In 2024, Uzum Nasiya’s financed volume reached $421 million, the service’s share of the BNPL market in Uzbekistan reached 40%, and more than half of all orders on Uzum Market were paid through Nasiya. By the end of the second quarter of 2024, the number of users with approved limits had reached 2.8 million, making Uzum Nasiya one of the key fintech businesses within the Uzum Group.
