Reshaping consumer behaviour

At the end of the day, when consumers can buy what they want when they want to, they would also like to pay how they want

- AKASH SINHA

WHEN YOU WALK up to your local store to buy groceries for the week, chances are you'll likely reach for your phone and not your wallet when you make a payment. Truthfully, you're probably no longer walking up to a store but placing an order with the same phone on an app. Payments and shopping habits in India have had a paradigm shift.

Today, the Indian consumer across tiers is shopping for their daily, monthly, and even large yearly purchases online. To now reach one of the fastest-growing consumer bases in the world, businesses catering to Indians have few options but to go digital.

In a country like ours, where financial inclusion rates still lag behind global counterparts, high fintech adoption, which brings access and choice to millions, isn't just a trend but a game changer. By adding more people into the fold of digital India's promise, fintech has moved from being an enabler of convenience to an active financial partner - for people, businesses, and the economy.