Aditya Birla Group’s food and grocery retail arm More has tied up with mobile payment service provider Paytm to kick off mobile wallet payment at its physical stores from today.

“Now, our customers can shop with ease and convenience through the use of their Paytm wallets and also earn discounts and cashbacks,” Vishak Kumar, ceo at Aditya Birla Retail said.

The pilot began last month and the service will now be available at all of More’s around 500 stores. As m-wallet payments is finding many takers among traditional retailers, the Alibaba-backed company has tied up with Indian Oil, Cafe Coffee Day, Pizza Hut and now with various schools and colleges. At the More payment counters, buyers will have to quote their mo bile number that’s registered with the Paytm wallet and theywill get a text message with a one-time-password (OTP) that should be shared with the executive at the counter.

The customer will then enter the code in the retailer’s system and the required amount will be deducted from the customer’s m-wallet. “Aided by this partnership, even making daily household purchases will become a simple, cashless transaction,” Kiran Vasireddy, senior vice president at Paytm, the largest player in mobile wallet space in the country said.