MUMBAI: RuPay cards , launched in 2012 by NPCI, has significantly increased its market share to 38 per cent of the total 645 million debit cards in the country, helped by government's financial inclusion scheme Pradhan Mantri Jan Dhan Yojana, says a study.As per the study conducted by JM Financial, RuPay-enabled debit cards stood at 247 million, representing 38 per cent of total cards issued in India, as on January 2016. RuPay's market share stood at 17 million in 2013-14.The study, however, found that in terms of number of transactions, RuPay cards' market share was only 20.4 per cent on ATM transactions and 4.1 per cent on point of sales transactions.Going ahead, RuPay plans to launch a promotion campaign to create a strong brand among the high spending urban consumers and would also roll-out a RuPay credit card by September this year.It would also partner with the incoming 11 payments and in a bid to gain market share in cards business."RuPay cards have grown exponentially led by the Pradhan Mantri Jan Dhan Yojana, and now make up over 38 per cent of the total issued 645 million debit cards in India," the report said.The study has been conducted in association with National Payments Corporation of India (NPCI).As per the report, while RuPay's market share has been rising continuously, it faces a challenge as Jan Dhan Bank accounts , which make up 172 million of the total cards issued, have shown very less transactions, as most of the people who have opened accounts belong to rural and lower income groups.