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Digital Transformation in Government—A Case Study of India

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India is one of the fastest-growing digital economies in the world. The digital ecosystem’s progress has been driven by the interwoven matrix of the digital initiatives of the public and private sectors, and this digital transformation has resulted in the generation of great value for the government.

Beginning in the late 1970s to the 1980s is referred to as the pre-era of e-governance because the intent during this period was to focus on computerization in government ministries and departments to engage them in planning and program implementation for economic and social development.

By applying ICT applications in Social & Public Administrations, the government’s informatics-led development programs enabled the government to gain a competitive edge as well as ‘reach out into India.’ Even before the INTERNET was introduced in the country, ‘Reaching-the-Unreached’ concepts were explored and made operational through several ICT Diffusion Projects. During the late 1980s, a wide variety of government offices had computers but they were broadly used for ‘word processing’. Gradually, with the introduction of better software, computers were positioned to different use like data processing and managing databases.

The policy focus in the early 1990s was on developing a ‘decision support system’ for development planning and responsive government administration. During this period, the government also announced policies to promote the production of hardware and software within the country. Following that, in the 2000s, the goal was to increase efficiency through automation and the expansion of electronic services to the general public.

In 2006, the government established the National e-Governance Program, with the goal to bring government services closer to citizens. During the mid-2015s, the Digital India initiative was launched, focusing on 3 vision areas and 9 focus areas, paving the groundwork for digitization. Digital transformation in government led to increased service delivery, transparency, and strategic planning and management.

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Home » Journal » Optimization: Journal of Research in Management » Volume 11 Issue 1 » Digital India and Indian Society: A Case Study

Digital India and Indian Society: A Case Study

Optimization: journal of research in management, volume 11 issue 1.

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DIGITAL PAYMENTS AND THEIR IMPACT ON THE INDIAN ECONOMY

Recent case studies.

India has a huge potential for digital payments. As of October 2021, the country had around 1.18 billion mobile connections, 700 million Internet users, and about 600 million smartphones. These numbers are growing rapidly each quarter. With about 25.5 billion real-time payment transactions, India ranked first in the world in terms of the number of transactions in 2020.

In 1996, Industrial Credit and Investment Corporation of India (ICICI) introduced online banking services in India, by using electronic banking at its branches. Later in 1999, banks such as HDFC, IndusInd, and Citi launched online banking facilities. The trend continued to grow with increasingly more banks launching net banking services in India. This marked the beginning of the digital transactions era in India – several new banks started offering services to users.

In 2008, the National Payments Corporation of India (NPCI) started its journey. It was formed by the Reserve Bank of India (RBI) and Indian Banks’ Association (IBA) in order to create a robust payment and settlement infrastructure in India. Since then, it has launched several products such as Aadhaar Enabled Payments System, Bharat Bill Payments System (BBPS), BHIM, and Cheque Transaction System.

• Banking Card – This was launched by the Central Bank of India in India in 1980, in the form of the first credit card. MasterCard was introduced in 1988, and until 1993, several PSU banks started issuing credit cards.
• Unstructured Supplementary Service Data (USSD) – The USSD functionality was launched in 2016. This is a mobile banking facility enabling users to use mobile banking without smartphones or an Internet connection.
• Aadhaar Enabled Payment Systems (AEPS) – This is a bank-led model which allows online interoperable financial inclusion transactions at point-of-sale (PoS) through the business correspondent of any bank using the Aadhaar authentication.
• Unified Payments Interface (UPI) – UPI was developed by NPCI in 2016; it facilitates peer-to-peer, person-to-merchant transactions.
• Mobile Wallet – This is a virtual wallet that stores payment card information on a mobile device.
• Bank Pre-Paid Card – Under the motto “Pay Now, Use Later,” the pre-paid cards allow users to buy things with funds available in their cards.
• Point of Sale – Point of Sale (PoS) is a technological instrument provided by a Merchant Establishment (ME) to carry out the sale of goods or services to customers in a cashless environment.
• Internet Banking – This is an online banking method that enables customers of a bank or financial institution to carry out transactions through a portal.
• Mobile Banking – This is a service provided by banks and financial institutions to carry out financial transactions through a mobile device.
• Micro ATM – These are portable devices allowing banking transactions through card swipe machines.

In order to transform India into a digitally empowered society and knowledge economy, the Government of India launched Digital India programme in 2015. The programme focuses on three main vision areas: digital infrastructure as a core utility to every citizen, governance and services on demand, and digital empowerment of citizens. Through the programme, the government wants to ensure the availability of high-speed Internet, provide mobile phones and bank accounts to every citizen, ensure availability of services in real-time from online and mobile platforms, make financial transactions electronic and cashless, and ensure digital literacy and availability of digital resources across the country.

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Stacking Up Financial Inclusion Gains in India

By Yan Carrière-Swallow, Vikram Haksar, and Manasa Patnam

Photo: iStock / liulolo

A digital infrastructure known as the India Stack is revolutionizing access to finance

A decade ago, India’s vibrant local markets were filled with people buying and selling goods with we­ll-worn banknotes. Today, they are just as likely to use smartphones. Advances in digital finance mean that millions of people in the formal and vast informal economy can accept payments, settle invoices, and transfer funds anywhere in the country with just a few screen taps. COVID-19 has accelerated the use of contactless digital payments for small transactions as people try to protect themselves from the virus. These advances build on the India Stack—a comprehensive digital identity, payment, and data-management system that we write about in a new paper (Carrière-Swallow, Haksar, and Patnam 2021).

The India Stack is widening access to financial services in an economy where retail transactions are heavily cash based. A digital ID card dramatically lowers the cost of confirming people’s identities. Open-access software standards facilitate digital payments between banks, fintech firms, and digital wallets. And access to people’s personal data is controlled through consent. The expansion of digital payments, facilitated by the stack, is an important driver of economic development in India and has helped stabilize incomes in rural areas and boost sales for firms in the informal sector (Patnam and Yao 2020). Other emerging market and developing economies could learn from the experience.

Layer 1: Digital identification

The first step in the creation of the stack began in 2010 with the launch of a biometric digital ID system dubbed Aadhaar—Hindi for “foundation.” The government initiated a campaign encouraging people to have their photograph, fingerprints, and other biometric details taken at enrollment centers across the country. Each person received a unique 12-digit identification number that could be used to access a range of services. Remarkably, 1.2 billion people—almost 90 percent of India’s population—signed up for a digital ID in less than a decade, about half of them linking their new ID to their bank account (see chart 1). Legal limits on the mandatory use of digital IDs helped protect people's right to privacy.

Prior to Aadhaar, patchy record-keeping meant that nearly half the population lacked a nationally accepted ID card. Driver's licenses, voter ID cards, and the like could provide authentication for a patchwork of services. However, the complexity of verifying identity made it costly to deliver banking and other services. After all, who would lend money to someone whose identity was unknown?

India’s central bank saw the potential for Aadhaar to transform banking. It developed an electronic procedure so that commercial banks could verify a new customer’s identity instantly through the Aadhaar database. These biometric checks reliably verify the identity of the holder, thus reducing the likelihood of false identities and fraudulent claims. An ambitious financial development policy ( Pradhan Mantri Jan Dhan Yojana ) was launched to provide a bank account to all households in India. In just one year, 166 million people had opened accounts as part of the program. The number had risen to almost 384 million by 2019.

Government benefits could be paid directly into these newly opened accounts, and people could access their funds conveniently through debit cards or smartphones. It represented an impressive fast-forward of traditional financial development. Only a decade earlier, just one in three adults in India had a bank account. Similar expansions in financial access elsewhere have taken almost half a century (D’Silva and others 2019).

Persuading people to open bank accounts was just the start, however. Nearly half of all bank accounts in India are inactive, meaning they never receive a deposit—the highest number of inactive accounts in the world (Demirguc-Kunt and others, 2018). Further progress depended on adding more layers to the stack.

Layer 2: Interoperable payments

Even as the government was widening access to bank accounts, India’s fast-growing fintech firms were launching digital wallets and mobile money. These innovations made it cheap and simple to store and transfer money digitally—even for those without a bank account. This prompted an innovation by the authorities. They introduced a new layer to the retail payment system, known as the Unified Payments Interface (UPI), so that banks could exchange messages and payment orders with nonbank firms. This formed the second layer of India Stack.

With the new system in place, street vendors and small traders without a bank account could receive payments for goods or services through a digital wallet. They could transfer funds instantly to someone else—a struggling relative in a remote village, say—so long as the recipient too had a digital wallet. In many other countries, in developing economies especially, transfers like this would take days or even weeks and would likely involve depositing cash at a distant bank branch and paying hefty transfer fees.

As with the Aadhaar digital ID, a crucial feature of the system was its interoperability: users could transact with all actors in the financial system, public and private, large or small. To participate in the UPI, fintech firms were required to partner with a bank or obtain their own special license. Keeping all participants under the watchful eye of the regulator allowed the central bank to promote financial inclusion while safeguarding stability. The system has expanded rapidly and has also seen the swift entry of big tech firms. Most small retail payments in India are now channeled through the UPI (see chart 2).

Layers 3 & 4: Trust through consent

Data is emerging as a key part of the digital economy. Access to, and control over, it increasingly determines an economy’s growth, equity, and stability (Carrière-Swallow and Haksar 2019). A third “paperless layer” of the stack allows for verification of digital documents that can replace traditional paper equivalents, increasing efficiency and integrity. More important, the fourth and final layer of the India Stack (which is not yet fully operational) is formed of aggregators that intermediate the flow of financial data between individuals and financial firms.

These data go-betweens ("fiduciaries," in the jargon) are responsible for managing personal data. Regulations state that they must obtain people’s consent before they process personal data. Fiduciaries may not access or store any data that has been shared, but they can charge for their services. This is a very different approach from those in many other countries. Elsewhere, aggregators typically offer services in exchange for access to data, which they can then use to sell other financial services.

Data fiduciaries can offer the trust that adds synergies to the various layers of India Stack. They can authenticate individuals' identity, based on their digital ID, and confirm to third parties that data do indeed describe a particular person. Fiduciaries can also use the stack’s application programming interface (API), an open-access software standard that allows different applications to communicate with one another, to certify the veracity of digital documents. These documents might include statements of financial assets, liabilities, and cash flow—a powerful basis for establishing trust in the digital economy and a way for people to leverage the data their activities generate. It can also support access to financial services for people in the informal sector who can produce few records proving their creditworthiness.

Lessons from India

No single aspect of the India Stack is entirely unique. However, its comprehensiveness has succeeded in building a more inclusive digital economy from the bottom up. The Indian experience offers several lessons:

• A foundational approach providing a range of public infrastructure and policies can allow for significant synergies across different parts of the digital economy. A digital ID system promotes widespread inclusion by giving everyone a foothold in the digital economy. Common approaches to APIs can set up an ecosystem for data and payment flows that is open to participation by many providers, leading to innovation and choice for the consumer. Data fiduciaries will potentially operationalize greater user control over individual data, setting the stage for the transition from open banking to an open-data economy that spans many sectors.
• Interoperability is a useful tool for fostering competition in digital financial services. The India Stack ecosystem is vast, allowing existing financial intermediaries, as well as big tech firms and new fintech companies, to compete. But it is also mindful of the need for stability to underpin public trust, subjecting these diverse participants to regulation. Could the costs of complying with regulation be a barrier to entry for smaller firms? It is still early days, and while big techs process the bulk of transactions on UPI (Frost and others 2021), smaller fintech companies are gaining ground. Moreover, existing intermediaries and some fintechs account for the bulk of the source and the end points of funds transferred. The market continues to develop rapidly and, in the end, it is a question of striking the right balance between efficiency and stability.
• A level playing field for data flows is necessary to ensure fair competition. There are concerns that big tech companies will be able to obtain financial data from banks and fintech providers but will not have to share their own non-traditional data, such as location, web browsing, or social media history. This remains outside the data-sharing regime but can still inform financial decisions such as credit assessments. Non-traditional data will be crucial as the India Stack eventually expands into processing insurance and even health data, which are beyond the scope of most of the world’s existing open banking frameworks.

Approaches such as the India Stack can support not just open banking but open finance as well, with synergies across banking, wealth management, insurance, and other products across the world.

YAN CARRIÈRE-SWALLOW is an economist in the IMF's Strategy, Policy, and Review Department and European Department.

MANASA PATNAM is an economist in the IMF's Strategy, Policy, and Review Department and European Department.

VIKRAM HAKSAR is assistant director of the IMF's Monetary and Capital Markets Department.

FABIO BERZAGHI is a researcher at the Laboratory of Climate and Environment Sciences in Gif-sur-Yvette, France.

References:

Demirguc-Kunt, A., Klapper, L., Singer, D. and Ansar, S., 2018. "The Global Findex Database 2017: Measuring financial inclusion and the fintech revolution." World Bank Publications.

Carrière-Swallow, Yan, and Vikram Haksar. 2019. “The Economics and Implications of Data: An Integrated Perspective.” IMF Departmental Paper 19/16, International Monetary Fund, Washington, DC.

Carrière-Swallow, Yan, Vikram Haksar, and Manasa Patnam . 2021. “ India’s Approach to Open Banking: Some Implications for Financial Inclusion. ” IMF Working Paper 21/52, International Monetary Fund, Washington, DC.

D’Silva, Derryl, Zuzana Filková, Frank Packer, and Siddharth Tiwari. 2019. “The Design of Digital Financial Infrastructure: Lessons from India.” BIS Paper 106, Bank for International Settlements, Basel.

Frost, Jon, Leonardo Gambacorta, Tommaso Valletti and Karen Croxson. 2021. "Platform-based Business Models and Financial Inclusion." BIS Working Paper, forthcoming.

Patnam, Manasa and Weijia Yao, 2020. “The Real Effects of Mobile Money: Evidence from a Large-Scale Fintech Expansion,” Working Paper 20/138, International Monetary Fund, Washington, DC.

Opinions expressed in articles and other materials are those of the authors; they do not necessarily represent the views of the IMF and its Executive Board, or IMF policy.

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Digital India Mission, 9 Pillars, Vision, Impact, Advantages

Digital India Mission is also referred to as Digital India Programme which was launched in July 2015. Know all about Digital India Initiative, 9 Pillars, Vision, Impact, Advantages in this article.

Table of Contents

Digital India Mission

The Digital India Mission, launched by Prime Minister Narendra Modi on July 1, 2015, aims to transform India into a digitally empowered society and knowledge economy. The mission seeks to make government services accessible to citizens electronically by improving online infrastructure and enhancing internet connectivity.

What is Digital India Programme?

Digital India Mission is sometimes also referred to as Digital India Programme which was launched in July 2015 by Prime Minister Narendra Modi . Digital India Programme envisions comprehensive digital infrastructure, increased digital literacy, and widespread digital access across all sectors, from governance and education to health and financial services. The Digital India initiative seeks to bridge the digital divide, promote digital inclusion, and leverage technology to enhance the quality of life for all citizens while promoting economic growth and innovation.

The Digital India Initiative holds the potential to reshape the very fabric of our nation, fostering innovation, connectivity, and empowerment across every stratum of society. In this article, you will get all about Digital India Mission, its pillars, vision, impact, advantages and challenges in detail for your exam preparation.

Digital India for New India

Digital India for New India is a vision to create a new India where all citizens have access to the benefits of digital technology. This includes access to education, healthcare, financial services, and government services. It also includes the ability to participate in the digital economy and to create new opportunities for oneself. Digital India for New India is being driven by many initiatives, including:

• Digital Literacy Mission
• e-Governance
• Startups and Innovation etc.

9 Pillars of Digital India Initiative

The Digital India Initiative is built upon 9 key pillars, each focusing on transforming India into a digitally empowered nation. Here we discussed the 9 Pillars of Digital India Initiative in detail.

• Broadband for All – Rural: Connecting 250,000 village Panchayats by deploying high-speed internet infrastructure.
• Broadband for All – Urban: Utilizing Virtual Network Operators for service delivery and ensuring robust communication infrastructure in new urban developments.
• National Information Infrastructure (NII): Integrating networks like SWAN, NKN, and NOFN along with cloud-enabled data centers to ensure horizontal connectivity across various levels of government offices.
• Extending mobile connectivity to 42,300 uncovered villages, focusing on network penetration and addressing connectivity gaps across the country.
• Common Service Centres (CSCs): Expanding the number of CSCs from 135,000 to 250,000, making them multi-functional endpoints for delivering government and business services.
• Post Offices as Multi-Service Centres: Converting 150,000 Post Offices into multi-service centers to provide various digital services.
• Simplifying government processes through IT to make them more efficient and transparent.
• Promoting online applications, tracking, and interdepartmental interfaces.
• Mandating the use of online repositories for documents to reduce physical submission requirements.
• Integrating services and platforms like UIDAI, Payment Gateway, Mobile Platform, and EDI for seamless service delivery.
• Technology for Education: Connecting schools with broadband, providing free Wi-Fi, and promoting digital literacy.
• Technology for Health: Facilitating online medical consultations, records, and medicine supply.
• Technology for Farmers: Providing real-time price information, online ordering, and mobile banking for farmers.
• Technology for Security: Offering mobile-based emergency services and disaster-related information.
• Technology for Financial Inclusion: Enhancing mobile banking, Micro-ATM programs, and using CSCs/Post Offices for financial services.
• Technology for Justice: Strengthening systems like e-Courts, e-Police, e-Jails, and e-Prosecution.
• Technology for Planning: Implementing National GIS for decision-making in project planning and development.
• Technology for Cyber Security: Establishing a National Cyber Security Coordination Center.
• Promoting open access to government data and documents through online platforms.
• Engaging citizens via social media and web-based platforms for two-way communication.
• Utilizing existing infrastructure for disseminating information with minimal additional resources.
• Aiming for net zero imports by promoting electronics manufacturing through taxation incentives, economies of scale, and skill development.
• Focus areas include FABS, fab-less design, set-top boxes, VSATs, mobiles, consumer & medical electronics, smart energy meters, and smart cards.
• Strengthening existing structures and creating new programs to achieve manufacturing goals.
• Training 1 crore students from smaller towns and villages for IT sector jobs over 5 years.
• Setting up BPOs in northeastern states for ICT-enabled growth.
• Training 3 lakh service delivery agents for running IT service businesses.
• Training 5 lakh rural workforce by Telecom Service Providers to meet their own needs.
• Mass Messaging Application: Covering elected representatives and government employees.
• Government e-Greetings: Providing templates for electronic greetings.
• Biometric Attendance: Covering all Central Government offices in Delhi.
• Wi-Fi in Universities: Covering all universities on the National Knowledge Network.
• Secure Email: Upgrading secure email infrastructure for government employees.
• Public Wi-Fi Hotspots: Establishing hotspots in cities with populations over 1 million and tourist centers.
• eBooks for Schools: Converting all school books to eBooks.
• SMS-based Weather Information and Disaster Alerts: Providing real-time information via SMS.
• National Portal for Lost & Found Children: Facilitating real-time information sharing to improve response times for lost and found children.

Vision of Digital India Mission

The Digital India Mission envisions a comprehensive transformation of India into a digitally empowered society and knowledge economy. This ambitious program, launched by the Indian government, seeks to leverage the power of technology to bridge the gap between urban and rural communities, enhance government services, and drive economic growth.

Digital Infrastructure

One of the primary visions of the Digital India initiative is to establish a robust and inclusive digital infrastructure. This includes the expansion of high-speed internet connectivity to every corner of the country, ensuring that even remote areas have access to the digital world. By bridging the digital divide, the initiative aims to promote equitable access to information, education, and opportunities, levelling the playing field for all citizens.

Governance and Services

Governance and Services on Demand is another pivotal vision of Digital India. By digitizing government processes and services, the initiative intends to streamline administrative procedures, reduce paperwork, and promote transparency. Citizens will have the convenience of accessing various government services online, eliminating the need for lengthy bureaucratic procedures. This transformation not only enhances the citizen experience but also contributes to efficient and accountable governance.

Digital Empowerment

Digital empowerment of citizens is a cornerstone vision of the initiative. Through digital literacy programs and skill development initiatives, citizens are empowered to effectively use digital tools and technologies. This empowerment goes beyond mere access to technology; it enables individuals to participate in the digital economy, access educational resources, and engage in various socio-economic activities. This vision aligns with India’s aspirations to create a digitally savvy population that can harness the opportunities offered by the digital age.

Digital Literacy

Universal digital literacy is closely linked to the initiative’s vision. By providing digital literacy training to every citizen, regardless of age or background, Digital India aims to equip individuals with the skills needed to navigate the digital world confidently. This becomes particularly significant in a country as diverse as India, where digital literacy can bridge gaps and foster social inclusion.

Digital Financial Inclusion

Digital financial inclusion is another critical vision of Digital India. By promoting digital payment systems and enhancing access to financial services, the initiative seeks to bring the unbanked and underbanked population into the formal financial sector. This not only empowers individuals economically but also contributes to the growth of a cashless economy and reduces the dependence on physical currency.

Innovation and Startups

Furthermore, Digital India envisions nurturing innovation and startups in the digital domain. By fostering a conducive environment for startups, the initiative aims to tap into the potential of young entrepreneurs, driving technological advancements and job creation. The focus on electronics manufacturing supports this vision, promoting local production and reducing import dependence.

In the pursuit of these visions, Digital India places a strong emphasis on cybersecurity. As digital systems become more prevalent, protecting sensitive data and digital infrastructure becomes paramount. The initiative aims to bolster the cybersecurity ecosystem, ensuring a secure digital environment for both citizens and businesses.

Digital India Initiative 

Under the Digital India Initiative, the Indian government has undertaken a range of initiatives and projects to digitally transform the nation and improve governance, services, and connectivity. Some of the key initiatives under Digital India programme  include:

Impact of Digital India Mission

The Digital India Mission has had a profound impact on various sectors of the Indian economy and society. Here are some of the notable impacts of the Digital India Mission:

• Access to Services: Digital India has significantly improved access to government services, reducing bureaucratic hurdles and making services more transparent and efficient. Citizens can now access a wide range of services online, such as applying for passports, licenses, and certificates.
• Financial Inclusion : Initiatives like the BHIM UPI have revolutionized digital payments, enabling even those without bank accounts to engage in seamless financial transactions. This has promoted financial inclusion and reduced the dependency on cash.
• E-Governance : Digital India has transformed governance through the implementation of e-governance systems. Online platforms have streamlined processes, reduced corruption, and improved service delivery, ensuring better accountability and transparency.
• Education and Skill Development : Digital platforms like SWAYAM and e-learning initiatives have expanded access to quality education and skill development opportunities. It has enabled remote learning, making education more inclusive and accessible to all.
• Healthcare Services : The e-Hospital initiative has improved healthcare services by digitizing patient records, appointment systems, and medical history. Telemedicine and digital health platforms have connected patients to healthcare professionals, especially in remote areas.
• Agriculture and Rural Development : Digital platforms such as e-NAM have empowered farmers by providing them with an online marketplace to sell their produce directly to buyers. Additionally, BharatNet has extended high-speed internet connectivity to rural areas, enabling digital services and information access.
• Startups and Innovation : Startup India has nurtured a vibrant startup ecosystem by offering incentives, funding, and mentorship. This has fostered innovation, technological advancement, and job creation in emerging sectors.
• Economic Growth : Digital transformation has contributed to economic growth by enhancing efficiency and productivity across sectors. It has also attracted foreign investment, bolstering India’s reputation as a tech-savvy nation.
• Infrastructure Development : Initiatives like BharatNet have strengthened digital infrastructure across the country, connecting even the remotest regions to the digital world. This has paved the way for further technological advancements.
• Empowerment of Citizens : Digital India has empowered citizens by providing them with access to information, enabling participation in governance through platforms like MyGov, and facilitating direct communication with authorities through social media.
• Environmental Impact : Digitization has led to reduced paper usage, contributing to environmental conservation. Online services have minimized the need for physical documents and paperwork, thus promoting sustainability.
• Global Recognition : The Digital India initiative has garnered international attention and recognition, positioning India as a frontrunner in digital transformation and technological innovation.

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Advantages of Digital India Initiative

The Digital India Initiative has brought forth a multitude of advantages that have positively impacted various aspects of Indian society and economy. Some key advantages of Digital India Mission include:

Empowering Rural Communities

One of the significant advantages of the Digital India initiative is its impact on rural communities. With the availability of digital tools and internet connectivity in remote areas, farmers can access real-time information about weather conditions, market prices, and agricultural techniques. For instance, the Kisan Suvidha app provides farmers with valuable insights, enabling them to make informed decisions regarding crop planning and pricing. This digital empowerment enhances agricultural productivity and improves the livelihoods of rural populations.

Financial Inclusion

Digital India has played a pivotal role in advancing financial inclusion across the country. The Pradhan Mantri Jan Dhan Yojana (PMJDY) aimed to provide banking services to the unbanked population. This initiative has successfully brought millions of people into the formal banking system . For instance, Jan Dhan accounts offer access to debit cards, insurance, and overdraft facilities. This inclusion in the formal financial sector not only facilitates secure transactions but also fosters economic growth and poverty reduction.

E-Governance and Transparency

The digital transformation of government services through e-governance platforms has minimized corruption and enhanced transparency. Initiatives like the Direct Benefit Transfer (DBT) scheme ensure that subsidies and benefits reach the intended beneficiaries directly, eliminating intermediaries. This has significantly reduced leakage and improved the effectiveness of social welfare programs. For instance, the PDS system digitization in states like Chhattisgarh has reduced corruption and improved the distribution of essential commodities to the needy.

Educational Revolution

Digital India has revolutionized education by democratizing access to quality learning resources. The SWAYAM platform offers free online courses from top institutions, enabling individuals to pursue higher education and upskilling irrespective of their geographical location. Additionally, initiatives like Diksha provide digital content for teachers and students, making education interactive and engaging. This educational revolution has the potential to bridge the urban-rural education gap and create a skilled workforce for the future.

Healthcare Accessibility

The National Digital Health Mission (NDHM) is transforming healthcare accessibility by creating digital health records for citizens. This initiative enables seamless sharing of medical information across healthcare providers, ensuring accurate diagnosis and treatment. Telemedicine platforms like eSanjeevani have facilitated remote consultations, especially during the COVID-19 pandemic. These digital healthcare solutions bridge the gap between urban and rural healthcare services, ensuring quality medical assistance to all.

Efficiency in Governance

The adoption of digital platforms has streamlined government processes and improved the efficiency of public services. Initiatives like Digital Locker provide citizens with a secure digital space to store essential documents. This eliminates the need for physical copies and reduces bureaucratic delays. Similarly, the introduction of the Goods and Services Tax Network (GSTN) has simplified tax administration, benefiting both businesses and the government through enhanced revenue collection.

Entrepreneurial Opportunities

Digital India has fostered a conducive environment for entrepreneurship and innovation. Startups in sectors like fintech, e-commerce, and edtech have flourished, creating job opportunities and contributing to economic growth. For example, the success of platforms like Paytm, Flipkart etc. demonstrates how digital entrepreneurship can disrupt traditional business models and create novel solutions to societal challenges.

Digital India Mission UPSC  

The Digital India Mission holds significant relevance for the UPSC examination due to its comprehensive coverage of the UPSC Syllabus , particularly in Governance, Technology, and Economy. Aspirants preparing for UPSC can benefit from an in-depth understanding of the initiative’s pillars, impact, and advantages, which align with multiple aspects of the syllabus.

Additionally, knowledge of Digital India’s various initiatives, government policies, and its transformative role in sectors such as agriculture, education, healthcare, and entrepreneurship can provide a competitive edge in both the prelims and main exams. Aspirants can have firm command over such topics by covering them through UPSC Online Coaching platforms and testing their knowledge by attempting the UPSC Mock Test .

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Digital India Mission FAQs

What is digital india.

Digital India is a government initiative to transform India into a digitally empowered society and knowledge economy.

What is the main aim of Digital India?

The main aim of Digital India is to ensure digital inclusion, provide digital infrastructure, and make public services accessible through technology.

What is Digital India and its benefits?

Digital India aims to enhance citizen services, improve efficiency, promote digital literacy, and drive economic growth through technology adoption.

What are the nine pillars of Digital India?

The nine pillars of Digital India include Broadband Highways, Universal Access to Mobile Connectivity, Public Internet Access, e-Governance, eKranti, Information for All, Electronics Manufacturing, IT for Jobs, and Early Harvest Program.

Who is the founder of Digital India?

The founder of Digital India is the Government of India, with leadership and support from various ministries and departments.

What are the types of Digital India?

Types of Digital India initiatives encompass projects for digital infrastructure, e-governance, digital literacy, digital economy, and technology innovation.

I, Sakshi Gupta, am a content writer to empower students aiming for UPSC, PSC, and other competitive exams. My objective is to provide clear, concise, and informative content that caters to your exam preparation needs. I strive to make my content not only informative but also engaging, keeping you motivated throughout your journey!

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Reseach Article

Digital india under ict regime: a case study.

Swaleha Zubair, Ravi Kumar Gaur . Digital India under ICT Regime: A Case Study. International Journal of Computer Applications. 179, 29 ( Mar 2018), 35-39. DOI=10.5120/ijca2018916662

Digital India, a campaign of government of India, has been launched to ensure electronic access of various government services to its citizens. Among various possible strategies, introduction of improved online infrastructure along with faster internet connectivity are likely to make great impact in making an action digitally empowered .The present report is an effort to check if a representative city Aligarh of Uttar Pradesh, India is ready for making such digital living transition in spite of its old living style.

• http://mhrd.gov.in/ict_overview
• http://www.digitalindia.gov.in/content/vision-and-vision-areas
• http://www.news18.com/news/tech/digital-india-5-major-problems-that-government-needs-to-Address-quick-1334984.html
• Thomas, PradipNinan (2012-07-11).DigitalIndia: UnderstandingInformation, Communicationand Social Change. SAGE Publications India.
• "Vietnam may emulate Digital India, seekscooperation one-governance", Hindustan Times, 28 March2017
• http://indianexpress.com/article/explained/digital-payments-cyber-security-data-theft-hacking- demonetisation-4422513/
• http://www.businesstoday.in/current/economy- politics/here-are-the-top-cashless-countries-in-the-world/story/241430.html
• http://indianexpress.com/article/technology/tech- news-technology/projects-and-policies-launched- at-digital-india-week/
• http://www.thehindu.com/todays-paper/tp-business/Cabinet-nod-for-rural-digital-literacy-programme/article17265514.ece
• http://www.thehansindia.com/posts/index/Khammam-Tab/2017-05-02/Digital-literacy-classes-for-unemployed/297175
• https://www.hindustantimes.com/india-news/vietnam-may-emulate-digital-india-seeks-cooperation-on-e-governance/story- GTgaVp5IFYKVNInNeaj6BN.html
• https://www.gadgetsnow.com/tech-news/Mark-Zuckerberg-changes-his-profile-picture-to-support-Digital-India/articleshow/49128369.cms
• https://www.moneycontrol.com/news/ business/companies/digital-india-to-propel- economy-to-its-best-era-oracle--1326855.html
• http://epaper.thestatesman.com/c/6714327
• http://www.financialexpress.com/economy/india-internet-conference-2017-minds-meet-on-countrys-digital-future/616904/
• http://www.financialexpress.com/india- news/cabinet-approves-pradhan-mantri-gramin- digital-saksharta-abhiyan/543139/
• http://vikaspedia.in/e-governance/digital-india/national-digital-literacy-mission
• https://www.livehindustan.com/news/national/article1-modi-cabinet-approves-pradhan-mantri-gramin-digital-saksharta-abhiyan-697220.html
• http://www.newindianexpress.com/cities/bengaluru/2016/mar/15/Government-School-in-Remote-Bandahalli-Village-Gets-Inspired-by-Digital-India-911767.html
• http://www.livemint.com/Politics/dzh7h nHafnvVI8hoIlNqPI/GST-to-take-care-of-many-of- ecommerce-firms-tax-issues-IT.html
• https://books.google.co.uk/books?hl=en&lr=&id=SOqICwAAQBAJ&oi=fnd&pg=PT8&dq=digital+india&ots=nkr0YimG4q&sig=NMK1jLDfwRGLZHfzTtUTyPjugQc#v=onepage&q&f=false
• http://www.indiagovernance.gov.in/files/ICT-for-broader-dev-in-India.pdf
• http://indianexpress.com/article/cities/chandigarh/digital-india-campaign-panchkula-comes-out-on-top-among-all-districts-of-haryana/
• https://www.deccanchronicle.com/technology/in-other-news/181016/data-xgen-technologies-launches-email-address-in-local-indian-languages.html
• http://trak.in/tags/business/2016/08/01/local-regional-language-email-address-vernacular-push/
• http://indianexpress.com/article/cities/chandigarh/digital-india-digital-india-initiative-software-technology-park-of-india-software-technology-park-in-panchkula-panchkula-news-under-the-digital-india-initiative-software-technology-park-of-india/
• https://web.archive.org/web/20150515073907/http://india.gov.in/spotlight/digilocker-online-document-storage-facility
• http://articles.economictimes.indiatimes.com/2014-10-07/news/54735540_1_biometric-attendance-system-government-employees-attendance-records.
• https://economictimes.indiatimes.com/news/economy/finance/government-unveils-umang-app-for-citizen-services/articleshow/61769676.cms
• http://www.business-standard.com/article/politics/modi-s-new-mobile-friendly-website-launched-116011500919_1.html
• http://previewtech.net/digital-india- botnet/

Index Terms

Computer Science Information Sciences

Digital India Digital Technology e-Kranti e- Governance Digital India Acceptance cashless

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The Case for Investing in Digital Public Infrastructure

• Bhaskar Chakravorti

How businesses and governments can work together to build digital foundations that benefit everyone.

In India, investment in digital public infrastructure (DPI) has transformed how the country does business and how its citizens interact with their government. DPI, or rails on which easy-to-use digital products and services can be built to benefit entire populations, has the potential to quietly remake entire economies through digital means in both the developing and developed world. However, to be successful, governments and businesses need to coordinate on how to invest in, build, and run this digital layer. The author lays out eight qualities of successful DPI projects, and how the public and private sectors can coordinate to build them.

India, a country frequently called out for poor physical infrastructure, has experienced a radical transformation in the digital space. Most notably, a digital payments revolution has reshaped the universe of informal transactions that make up 85% of its economy. In January 2023 alone, eight billion such transactions, worth nearly $200 billion, were carried out involving 300 million people and 50 million merchants — remarkable for a country that used cash for 90% of transactions a few years ago.

• Bhaskar Chakravorti is the Dean of Global Business at The Fletcher School at Tufts University and founding Executive Director of Fletcher’s Institute for Business in the Global Context . He is the author of The Slow Pace of Fast Change .

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• Digital India

Digital India - High-Speed Internet Networks to Rural Areas [UPSC Notes GS-III]

The Indian Government launched the Digital India campaign to make government services available to citizens electronically by online infrastructure improvement and also by enhancing internet connectivity. It also aims to empower the country digitally in the domain of technology. Prime Minister Narendra Modi launched the campaign on 1st July 2015.

UPSC CSE aspirants can know more about the Digital India Campaign, by referring to the table below:

Digital India is an important campaign started by the Government of India and is equally important for the IAS Exam . Candidates can also download Digital India notes PDF at the end of this article.

What is Digital India?

Digital India was an initiative taken by the Government of India for providing high-speed internet networks to rural areas. Digital India Mission was launched by PM Narendra Modi on 1st July 2015 as a beneficiary to other government schemes including Make in India, Bharatmala, Sagarmala, Startup India, BharatNet, and Standup India.

Digital India Mission is mainly focused on three areas:

• Providing digital infrastructure as a source of utility to every citizen.
• Governance and services on demand.
• To look after the digital empowerment of every citizen.

Digital India was established with a vision of inclusive growth in areas of electronic services, products, manufacturing, and job opportunities.

Digital India aims to provide the much-needed thrust to the nine pillars of growth areas. Each of these areas is a complex programme in itself and cuts across multiple Ministries and Departments. The nine pillars of Digital India are given below:

• Broadband Highways – This covers three sub components, namely Broadband for All – Rural, Broadband for All – Urban and National Information Infrastructure (NII). 
• Universal Access to Mobile Connectivity- This initiative focuses on network penetration and filling the gaps in connectivity in the country.
• Public Internet Access Programme- The two sub components of Public Internet Access Programme are Common Services Centres (CSCs) and Post Offices as multi-service centres.
• e-Governance: Reforming Government through Technology- Government Process Re-engineering using IT to simplify and make the government processes more efficient is critical for transformation to make the delivery of government services more effective across various government domains and therefore needs to be implemented by all Ministries/ Departments.
• e-Kranti – Electronic Delivery of Services- To improve the delivery of public services and simplify the process of accessing them. In this regard, several e-governance initiatives have been undertaken by various State Governments and Central Ministries to usher in an era of e-Government. e-Governance in India has steadily evolved from the computerization of Government Departments to initiatives that encapsulate the finer points of Governance, such as citizen centricity, service orientation and transparency.
• Information for All- This pillar aims to ensure transparency and availability of reliable data generated by the line ministries for use, reuse and redistribution for the people of India. 
• Electronics Manufacturing- This pillar focuses on promoting electronics manufacturing in the country.
• IT for Jobs- This pillar focuses on providing training to the youth in the skills required for availing employment opportunities in the IT/ITES sector.
• Early Harvest Programmes- This pillar consists of a group of different short-term projects which have immediate effect on the Indian digital ecosystem like IT platform for mass messaging, crowd Sourcing of eGreetings, biometric attendance in the government offices, WI-FI in all universities etc.

To know about other government schemes , candidates can refer to the linked article.

Objectives of Digital India

The motto of the Digital India Mission is ‘Power to Empower’. There are three core components to the Digital India initiative. They are digital infrastructure creation, digital delivery of services, and digital literacy.

The major objectives of this initiative are listed below:

• To provide high-speed internet in all gram panchayats.
• To provide easy access to Common Service Centre (CSC) in all the locality.
• Digital India is an initiative that combines a large number of ideas and thoughts into a single, comprehensive vision so that each of them is seen as part of a larger goal.
• The Digital India Programme also focuses on restructuring many existing schemes that can be implemented in a synchronized manner.

Advantages of Digital India Mission

Digital India Mission is an initiative that encompasses plans to connect the rural areas of the country with high-speed internet networks. Public Internet Access Programme is one among the nine pillars of digital India. On the platform of digital adoption, India ranks amongst the top 2 countries globally and the digital economy of India is likely to cross $1 trillion by the year 2023.

Some of the advantages of Digital India are:

• There is an increase in electronic transactions related to e-governance.
• An optical fiber network of 2, 74,246 km has connected over 1.15 lakh Gram Panchayats under the Bharat Net programme.
• A Common Service Center (CSC) is created under the National e-Governance Project of the Indian government which provides access for information and communication technology (ICT). Through computer and Internet access, the CSCs provide multimedia content related to e-governance, education, health, telemedicine, entertainment, and other government and private services.
• Establishment of digital villages along with well-equipped facilities such as solar lighting, LED assembly unit, sanitary napkin production unit, and Wi-Fi choupal.
• Internet data is used as a major tool for the delivery of the services and the urban internet penetration has reached 64%.

Challenges of Digital India

The government of India has taken an initiative through the Digital India Mission to connect the rural areas of the country with high-speed internet networks. Apart from the various initiatives taken by Digital India, there are several challenges faced by it.

Some of the challenges and drawbacks of Digital Mission are mentioned below:

• The daily internet speed, as well as the Wi-Fi hotspots, are slow as compared to other developed nations.
• Most of the small and medium scale industry has to struggle a lot for adapting to the new modern technology.
• Limited capability of entry-level smartphones for smooth internet access.
• Lack of skilled manpower in the field of digital technology.
• To look for about one million cybersecurity experts to check and monitor the growing menace of digital crime.
• Lack of user education.

Digital India Initiatives

The Government has taken up many initiatives under the Digital India campaign. Discussed below are few such important initiatives:

• DigiLockers – This flagship initiative aims at ‘Digital Empowerment’ of the citizen by providing access to authentic digital documents to citizen’s digital document wallet
• E-Hospitals – It is a Hospital Management Information System (HMIS) which is a one-stop solution in connecting patients, hospitals and doctors through a single digital platform. Till February 2021, as many as 420 e-Hospitals had been established under the Digital India campaign
• E-Pathshala –  Developed by NCERT, e-Pathshala showcases and disseminates all educational e-resources including textbooks, audio, video, periodicals and a variety of other print and non-print materials through the website and mobile app
• BHIM – Bharat Interface for Money is an app that makes payment transactions simple, easy and quick using Unified Payments Interface (UPI)

Impact of Digital India Campaign

Since its launch in 2015, the Digital India campaign has left its impact in various fields:

• Around 12000 post office branches in the rural areas have been linked electronically.
• The Make in India initiative has improved the electronic manufacturing sector in India
• Digital India plan could boost GDP up to $1 trillion by 2025
• Healthcare and education sector has also seen a boost
• Improvement in online infrastructure will enhance the economy of the country

Candidates should follow the latest developments in Current Affairs related to other government schemes for their UPSC 2024  preparation.

Digital India Mission- UPSC Notes:- Download PDF Here

Candidates preparing for the upcoming UPSC recruitment must refer to the  IAS topper list  and get inspired and motivated with their success stories.

Related links:

Frequently Asked Questions on Digital India

Q 1. what is digital india and what is its motto, q 2. what are the nine pillars of digital india, q 3. what is the objective of digital india, q 4. what are the important initiatives under digital india.

Ans. The important initiatives under Digital India include:

• DigiLockers
• E-Health Campaigns
• E-Education Campaigns
• E-Kranti (Electronic Delivery of Services)
• BHIM – UPI Portal
• E-Hospitals

Q 5. Who started Digital India?

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Digital Payment Service in India - A Case Study of Unified Payment Interface

Mahesh A., & Ganesh Bhat. (2021). Digital Payment Service in India - A Case Study of Unified Payment Interface. International Journal of Case Studies in Business, IT and Education (IJCSBE), 5(1), 256–265. https://doi.org/10.47992/IJCSBE.2581.6942.0114

10 Pages Posted: 15 Jul 2021

College of Management and Commerce

Date Written: July 13, 2021

Purpose: The Indian Banking sector is striving hard to popularise digital payments and has gained momentum after demonetization and digital India initiatives. To facilitate digital payments, “National Payment Corporation of India (NPCI)” launched the “Unified Payment Interface (UPI)”, which is an amazing, revamped, and cost-effective breakthrough for enabling digital payment services for all. Proliferation of smartphones, technological innovations, and effective internet communications has signified the usage of mobile payment facility for smartphone users, financial institutions and particularly the banks. To achieve paperless and cashless economy, Unified Payment Interface (UPI) is a potentially innovative way of transferring funds using a virtual payment address established by the National Payment Corporation of India (NPCI). Hence, it is needed to be assessed for its potential to contribute towards achievement of digital economy. Design/Methodology/Approach: This paper is focused on understanding Unified Payment System’s (UPI) growth and its progression in retail digital payment over the years. The study was carried out by exploring secondary data sources and by applying Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis format. Finding/Result: UPI has shown remarkable growth in last couple of years due to customer’s shift towards contactless payments over other methods. Study revealed that the growth of digital payments has increased significantly, especially in the retail payment sector on the UPI platform. Originality value: This study examines UPI's position in the digital payment ecosystem, with an emphasis on identifying UPI's core strengths and growth prospects, as well as areas for future research to investigate India's complete e-payment ecosystem. Paper type: A research case study on Digital Payment Service in India - A Case Study of Unified Payment Interface

Keywords: Digital Payment, Retail Payment, UPI, Digital Transactions, NPCI

Suggested Citation: Suggested Citation

Mahesh A (Contact Author)

College of management and commerce ( email ).

City Campus, Pandeshwar Mangaluru, Karnataka, ID Urban 575001 India

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Digital India Project Class 12 and 11 – Economics

Table of Contents

INTRODUCTION

Digital India is an initiative of the government of India to integrate the government departments and the people of India. It aims at ensuring that government services are made available to citizens economically by reducing paperwork. The initiative also includes a plan to connect rural areas with high-speed internet works. Digital India has three core components. These Include

• The creation of digital infrastructure
• Delivering services digitally
• Digital Literacy

WHAT IS DIGITAL INDIA?

• Digital India is a program to prepare India for a knowledgeable future.
• The focus is on being transformative-to realize IT+IT=IT

DIGITAL INDIA: A PLETHORA OF OPPORTUNITY FOR IT

• Today we are in the midst of a third industrial revolution powered by digitalisation, the first one being driven by steam engines & electricity.
• Digital transformation is causing a massive upheaval in cross- industries & socities. When it comes to the pace of technology advancement we are firmly in the second half of the Chen board where each subsequent advancement is massively more impactful than all previous advancements.
• A key area of investment under this initiative is to improve the government to citizen interface of various service deliveries. The government is serious about automated delivery of services & we can see it in the JAM paradigm -JOM Dhan Yojana for direct benefit transfer based on Aadhar infrastructure & mobile interface for banking.
• The government has saved Rs13,000 crore in booking gas subsidiaries. past fiscal setting technology to use and now proposes to extend the technology to deliver MNREGS subsidies.
• For technology companies. Digital India opens up a plethora of opportunities such as building the broadband infrastructure, creating identity solutions payment systems, web or mobile-based delivery structures and so on.
• Cybersecurity is another key area of focus
• Smart cities are another big area of opportunity for technology companies as part of digital India.
• Closely tied to the digital program is the ‘Make in Inda’ initiative. For India to transition to a digital future a greater proportion of its consumption must be serviced locally.

ACHIEVING DIGITAL INDIA

• The obvious function of Digital India’s is the repetitive infrastructure, but the government’s conception of infrastructure is somewhat lopsided and too broad in some aspects. while not emphasizing others enough.
• The first step has to be to create a robust extensive fibre optic network and to make more specimens available for wireless connectivity. The latter in particular with the use of smart homes and smaller tablets will make expensive projects such as common service centres almost unnecessary.
• A nationwide digital network will require robust software, especially for security. the continental instances of security breaches in developed countries with supposedly advanced digital infrastructure reinforce the view that security is a paramount concern for new digital infrastructure.
• The government of India has initiated a giant loop forward to transform the country into a digital knowledge economy.
• Digital Inda will help in leveraging India’s globally acclaimed IT competence for the benefit of 120 crore Indians.
• It will help in reducing corruption, getting things done quickly & will help in reducing paperwork.
• Some of the facilities which would be available through this initiative are a Digital locker, Education, e-health, Digital signature and national scholarships portal.

DIGITAL INCLUSION INTEGRATED INTO SOCIAL SERVICE

The imperative comprehensive digital inclusion strategies are not solely tried to economic issues but also government agencies their sum e-govt initiative to improve citizen services & optimized operational efficiency.

• Educational content also needs to be available in major Indian languages
• The final aspect of implementing a vision of Digital India should be digitizing the internal working of government not just at the national and state levels, not just at the national & state levels but down to local governments. This is a huge undertaking. Even basic aspects of operations such as accrual accounting are absent- from sub-national tiers of government.
• The second priority is to make sure that there is enough expertise to maintain this infrastructure.
• Third, basic software implementation & educational content should be made available in multiple Indian languages.

As a result, a growing number of services are being offered to the public online these include

• Food assistance
• Training opportunities
• Recreational facilities and programme
• Financial assistance

VISION OF DIGITAL INDIA

Shri Narendra Modi’s vision of digital India

I dream of an India where

• High-speed digital highways unite the nation.
• 12 connected Indian drive innovation
• Access to information no barriers
• The technology ensures the citizen-government interface is incorruptible
• Government proactively engages with the people through social media.
• Quality education reaches the most inaccessible connections driven by digital earings.
• Quality healthcare percolates light up to the remotest regions powered by e-healthcare.
• Farmers are empowered by real-time information to be connected to the global markets.
• Mobile enable emergency services to ensure personal security.
• Mobile& E-banking ensure financial inclusion.

3 KEY AREAS

Infrastructure as utility to every citizen.

• High-speed internet as well as core utility.
• Grade to grave digital identity-unique, lifelong, online and authenticable.
• Mobile phone & Bank Account-enabling participation in digital & financial space.
• Easy access to a common service centre.
• Shareable private space on a public cloud.
• Safe and secure cyber-space.

Original India provides the intensified impetus for further momentum and progress for e-Governance and would promote inclusive growth that covers electronic services, products, devices, manufacturing and job opportunities.

GOVERNANCE AND SERVICES ON DEMAND

• Seamlessly integrated across departments or jurisdictions.
• Services are available in real-time from online & mobile platforms.
• All citizen entitlements are to be available on the cloud.
• Services digitally transformed for improving the ease of doing business
• making financial transactions Electronic & cashless.
• Leveraging G’s for decision support systems & developments.

DIGITAL EMPOWERMENT OF CITIZEN

• Universal Digital literacy
• Universally accessible digital resources.
• All documents/certifications are to be available on the cloud.
• Availability of digital resources/services in Indian languages.
• Collaborative digital platform for participative governance.
• Portability of all entitlements through the cloud.
• Universal digital literacy.

PROGRAMME MANAGEMENT STRUCTURE

The programme management structure for the Digital India programme as endorsed by the Union cabinet is as follows.

For effective management of the Digital India programme the programme management structure would consist of a monitoring committee on digital India needed by the Prime Minister, a digital India Advisory group cheered by the minister of communications & IT and an apex committee chaired by the cabinet secretary.

The structure has the needed secretarial monitoring/technical support & appropriate decentralization of power & responsibility to ensure the effective execution of the various projects/components by the implementing departments/teams. Key components of the programme management structure would be as follows

• CABINET COMMITTEE ON ECONOMIC AFFAIRS(CCEA) for programme level policy decisions.
• Monitoring committee on digital India under the chairpersonship of the prime minister which will be constituted with representation drawn from relevant ministries/departments
• A digital India advisory group headed by the minister of communications and IT
• Apex Committee.
• Expenditure finance committee 9EFO)/ committee on nonplan expenditure
• A council of mission leaders on digital India
• State committee on Digital India

FOr effective monitoring of Digital India’s usage of the project management information system would be mandatory in each new & existing mission mode project to capture the real or near-real crime details about the progress of the project. This cool should be proficient enough to capture the parameters for each stage of the project namely conceptualisation & development.

Since “e-Kranti”.natioanl e-governance plan 2.0 is already integrated with the Digital India programme, the existing programme management structure established for the national e-governance plan at both national& state levels.

the estimated impact of Digital India by 2019 would be cross-cutting ranging from broadband connecting in all panchayats.

EFFECTS OF DIGITAL INDIA PROJECT BY 2019

• Wifi in 2.5 lakh educational institution,all universities,community,wi-fi location for people.
• Job creation: immediate 1.7 cr and oblique at least 8.5cr
• India to be innovative in 17 us in solutions health, knowledge, financial.
• High spend investment in 2.5 lakh villages universal phone connection
• 400,000 community internet access point
• Digitalisation by 2020.
• e-governance & e-service across government.
• Originally motivational people public reasoning internet access.
• The programme will generate a huge no of IT.welcome & electronics jobs, both directly & indirectly

The success of this programme will make India originally empowered & the leader in its usage of It in the delivery of services related to carrier domains.

NINE PILLARS OF DIGITAL INDIA

• BROADBAND HIGHWAYS This covers three sub-components, namely broadband for all rural. Broadband for all urban & natural information infrastructure under Broadland for all rural,250 thousand village panchayats would be covered by December 2016.DOT will be the nodal department & the project cost is estimated to be approximately Rs 32,000 crores. under broadband for all urban, virtual network operators would be leveraged for device delivery & communication infrastructure.
• UNIVERSAL ACCESS TO MOBILE CONNECTIVITY The initiative is to focus on network penetration & fill the gaps in connectivity in the country. Al together 42,300uncovered villages in India will be covered for providing universal mobile connectivity in the country.DOT will be the model department & project cost will be around Rs16,000 or driving EY 201-2018.
• PUBLIC INTERNET ACCESS PROGRAMME The euro sub-components of the public internet-access programme are common service centres & post offices as multi-service centres common services centres would be when themed e its number would be increased from approximately 135,000 operation ar present to 250,000 i.e one 9SC in each gram panchayat. ( SC would be made viable multi-functional and points for delivery of government and business services.
• E-GOVERNANCE REFORMING GOVERNMENT THROUGH TECHNOLOGY Government Business process re-engineering using It to improve transaction is the most critical for transformation is the most critical for transportation across government & therefore needs to be implemented by all ministries/ department. The guiding principles for reforming government–through technology from simplification & field reduction forms should be made simple & user frequency 7 only minimum.
• E-KRANTI-ELECTRONIC DELIVERY OF SERVICE There are 31 mission mode projects under different stages of the governance project lifecycle, further 10 new MMPs have neem added to thee-Kranti by the Apex Committee on the National e-governance plan (NCGP) headed by the cabinet-secretary units meeting held on 18th March 2014.
• INFORMATION FOR ALL Often Data platforms & online hosting of information & documents would facilitate & easy access to information for citizens. Government shall pro-actively engage through social media and web-based platforms to inform citizens My Gov. has already been launched as a medium to exchange ideas/suggestions for the government.
• ELECTRONIC MANUFACTURING Target NET zero imports is a striking demonstration of intent. This ambitious goal requires coordinated action on many fronts. Taxation incentives. Economics of scale, eliminate cots disadvantages. Incubators, clusters.
• IT FOR JOBS 1 Cr students from smaller towns & villages will be trained for IT sector jobs over 5 years. Delete would be the nodes department for this scheme.BPOs would be set up in every month eastern state to facilitate ICT enabled growth in these states.5 lakh rural workforce would be trained by the telecom service provider.

DIGITAL SERVICES IN RURAL AREAS

On its initiative, DEF is convincing and helping gram panchayats 24 village councils to take the digital route for better governance, set up their websites and facilitate elected panchayat representation to become digitally literate.

On its initiative, DEF is convincing and helping gram panchayats or village councils to take the digital rule for better governance, to set up their websites. In 2010, DEF in Partnership with the national information exchange of India, an autonomous body of the ministry of communication 7 IT, started convincing gram panchayats to set up their websites to go online.DEF initiated and rolled out the original panchayat programme in collaboration with the National Internet Exchange of India in 2010.

• To empower citizens of every panchayat with bottom-up and lop down information & content.
• TO improve the development, governance & public service delivery at the panchayat level through the information on policy programmes and implementation.
• Co-create a digital data hosue at every panchayat level.
• To give a flip to the right to information campaign.
• More than 500 panchayats have been digitally enabled and they now have an online presence.
• Over 50 CIRCs in 10 states have digital panchayat centres which help panchayats to go online.
• Over5,000 gram panchayat members have been made digitally literate
• All digital panchayat centres have NELY affliction for providing training panchayat members.

SCOPE OF STUDY

• The overall scope of the study is to preface & make Indians aware of a knowledge future.
• On being transformative that is to realize IT (Indian Talent) + IT ( Information Technology) =IT (India Tomorrow)
• TO know about making technology central to enabling change. we can see the changes & development. The technology of India in a digital way.
• As digital India is being an umbrella programme, that is covering many departments.
• The programme weaves together a large number of ideas & thoughts into a single, comprehensive vision so that each of them is seen as part of a larger goal.
• Each element stands on its own but is also part of the larger picture.

RESEARCH OBJECTIVES

• The most important objective to study digital projects is to know about the digital services which India will go to adopt soon.
• To create awareness about the digital services among the young generation.
• To make students aware of how they can maintain digital wellness by taking informed decisions c becoming safe, respectful & responsible users of digital technology.
• To empower every citizen with accessible digital services knowledge & information.
• Imparting digital services to a rural area. The digital India campaign primarily aims to impact small towns & rural areas where a big chunk of the population is untouched by digital.

NEED OF STUDY

• To make people aware of the digital India project by the government of India.
• To effectively deliver the management of Digital India.
• The core philosophy of the digital India project is to give all citizens of the country access to the internet as a way to interact with their government’s avail of public services.
• To analyse the growth in areas of electronic services products, manufacturing & job opportunities etc after digitalization.
• To analyse the digital effects in the country after completion of the project by 2020.
• To increase the demand for e-services economy India.

RESEARCH METHODOLOGY

My research methodology requires gathering relevant data from the specified documents and compiling databases for a more complete understanding. I hope to shed light on the questions through my research.

• DATA COLLECTION Primary data A consumer survey in digital India
• SECONDARY DATA Study reports from the internet Articles in newspapers & the internet
• DATA COLLECTION TOOLS Questionnaire survey Internet Newspaper
• TYPES OF RESEARCH Explanatory research Description research
• SAMPLING Target population-Mumbai City Sampling unit-Individual respondent Sample size-100 respondents only

PRIME MINISTER’S SPEECH ON DIGITAL INDIA

The speech was held in 1-July-2015 in Delhi at the launch of the digital India campaign. Taking about his dream of digitally connecting India PM Modi launched his ambitious Digital India project. the project aims to create a digitally empowered society & knowledge economy. Modi spoke extensively of his vision for digital India.”I dream of a digital India where high sped digital highways unite the nation.

I dream of a digital India where 1.2 billion connected Indians drive innovation. I dream of a Digital India where the government is often and governance is transparent. I dream of a digital India where the rural economy has access to e-healthcare. I dream of a Digital India where the world looks to India for the next big idea” he said.” Just like make in India is important-design in India is also important”

DATA ANALYSIS & INTERPRETATION

Q1) Are you aware of Digital India Projects?

INTERPRETATION

The above pie chart shows the percentage of awareness of the ‘Digital India Project’.

• Out of 100 (i.e 70%), respondents are aware of the digital India project.
• 12 out 0f 100(i.e 12%) respondents have no idea about Digital India Projects
• 18 out of 100 (i.e 18Z%) respondents have just heard the same digital India project’.

Q2) Do you think the Digital India project will uplift the standard of living?

Do the above Pie charts show that the ‘Digital India Project’ will uplift the standard of living or not?

• 93 out of 100 (i.e 93%) respondents think that Digital India Project will uplift the standard of living
• 7 out of 100( i..e7%) respondents think that the ‘Digital India Project’ will not be able to uplift the standard of living.

Q3) Do you want to live in a digitalized city?

The above pie chart shows the percentage of the respondents who want to live in a digitalized who don’t want to live in a digitalized city & indifference.

• 73 out of 100( i.e 73%) represent wanting to live in a digitalized city.
• 17 out of 100 (i.e 17%) respondents don’t want to live in the digitalized city.
• 10 out of 100 (i.e 10%) respondents are indifferent.

Q4) according to you what is the most important thing to converting India digitally?

The above pie chart shows the percentage of the most important thing to convert India Digitally

• According to 20 out of 100 (i.e 20%) respondents literacy for rural people is the most important thing to converting India digitally.
• According to 21 out of 100 (i.e 21) represents digital education is the most important thing to convert India digitally
• 54 out 0f 100 (i.e 54%) respondents think that things are equally important to convert India digitally.

Q5) Do you think rural people can able to adopt the digital change in our country?

The above pie chart shows whether rural people can able to adapt to the digital changes or not.

• According to 65 out of 100 (i.e 65%) respondents, rural people can able to adopt the digital changes in the country
• 35 out of 100(i.e 35%) respondents think that rural people may not be able to adopt the digital changes easily.

Q6) According to you which sector will get developed most after digitalization in India?

The above pie charts show the percentage of the sector which will get developed most after digitalization in India.

• According to 35 out of 100 (i.e 35%) respondents IT sector will get developed most after digitalization in India.
• According to 35 out of 100 (i.e 35%) respondents, the IT sector will get developed most after digitalization in India.
• 18 out of 100 (18%) respondents think the education sector will get developed most after digitalization in India.
• 27 out of 100 ( i.e 27%) respondents their service sector will get developed most after the digitalization of India.
• 20 out of 100 (i.e 20%) respondents think the rural sector will get developed most after digitalization in India.

Q7) After digitalization, which area will become more convenient to you as compared to their current services?

• According to 16 out 109 (i.e 15%) rspondenst,reseravtion will become more conevenient after digitalisation.
• 11 out o f100 (i.e 11%) respondents think banking will become more convenient for them through digitalization.
• 17 out of 100 (i.e 17%) respondents thrive electricity/water facilities will become more convenient to them after digitalization as compared to their current services.
• 46 out of 100 (i.e 46%) respondents think educational institutes will become more convenient.

Q8 ) What is your idea of ‘Digital India’?

• 23 out of 100 (i.e 23%) respondents’ idea of a digital India is an internet connection in every rural area.
• 20 out of 100 respondents’ idea of a digital India is the digitalization of all government work.
• 41 out of 100 (i.e 41%) respondents’ idea of a digital India is free in all public places.
• 11 out of 100 respondents’ idea of digital India is digital literacy.

Q9) What rating would you give to this ‘Digital India Project’?

• 24 out of 100 respondents rating for the digital India project as excellent.
• 63 out of 100 (i.e 63%) respondents rated fro ‘The Digital India project as good.
• 9 out of 100 (i.e 9% ) respondents’ rating for Digital India is fair.
• 4 % reopen dent -rating is poor.

Q10) Do you think Digital India Project will get successful?

• 62 out of 100 respondents agree that Digital India Project will be successful.
• 8 out of 100 (i.e 8%) respondents disagree about the success of the digital India project.
• The remaining 30 out of 100 (i.e 30%) respondents are indifferent about the success of the ‘Digital India Project’.
• Most people are aware of the Digital India project.
• The Digital India project will be going to uplift the standard of living.
• People want to live in a city where every work is digital.
• Literacy to every other rural people & providing digital education is a very important thing to convert -India originally.
• Rural people can able to adopt the digital changes only if they will be given proper guidance on digital literacy & knowledge.
• IT sector will get employment opportunities because this project requires fresh IT skills. There is going to be sector vast change in development – in the service sector as well as the rural sector.
• According to most the people .’The Digital India project has been rated “good”.

RECOMMENDATION

• The Indian government needs t start providing digital literacy is curvy other citizens.
• To create an impact of digital India to be realized we have to use technology to solve problems faced by Indians & for that we need a very strong culture of grounds up frugal innovation in IT.
• Our recommendation to the government would be to set up Ppp forums in each of these segments to invite the industry to participate in these where they have the domain experts & interest.
• The government has set the stage with a strong vision & an equally strong show of will to make it happen.
• The one area where this kind of a model is needed with a high level of urgency.
• It is recommended that every citizen must realize that such an important & enormous vision cannot be the government’s job alone.
• The present study is confined to a minimal sample size & may not reflect the opinion or response of the entire population in general. There were only 100 respondents taken for the survey.
• The results of our study entirely confirmed the other responses of the Mumbai citizens and might deviate in terms of actual population as a whole recommendation given effect the study is entirely dependent on the survey & secondary & primary analysis done in the report.
• Most people are aware of Digital India from the survey, we have concluded the Digital India Project will uplift the standard of living people want to live in a digitalized city as it will provide a better lifestyle through digital services. In rural area people will also be able to adopt the digital changes only if the government of India provide the proper training & digital training, it will be difficult for the Indians to get comfortable with digital changes in the country.
• Digital India will be providing loss of jobs opportunity & will help in reducing unemployment prom the country.
• Securing may become a matter of concern other than this, the error in the system may lead to a serious problem. People have lost expectations towards this project Government of India has to stand upon the expectation.

ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my teacher as well as our principal who gave me the golden opportunity to do this wonderful Digital India project class 12. This also helped me in doing a lot of research & I come to know about so many new things I am thankful to them. Secondly, I could like to thank my parents and friends who helped me a lot in finalizing this project within the limited time frame.

CERTIFICATE

This is to certify that a student of class XI has completed the research on the project.” DIGITAL INDIA” under the guidance of during the year 2018-2019

MANOJ JANGIR ECONOMIC TEACHER Signature

BIBLIOGRAPHY

www.wikipedia.com www.digitalinida.gov.in

• The digital India book
• The times of India
• Economic times
• Slide share
• Google Scholar

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Case Study India: Use of digital data solutions for the COVID-19 vaccination response

Top 25 Indian Digital Marketing Case Studies Every Marketer Can Learn From

Have you ever wondered how the marketers of top-notch companies manage to create amazing online campaigns? How do they gain the “n” number of followers over social media platforms? What kind of strategy do they follow for their business marketing campaigns? Are there any specific rules?

Any company whether it’s a small or large scale based would crave online followers for the business. It’s an ideal job of marketers to create such kinds of innovative campaigns that not only draw people’s attention but make them talk about the brands to peers as well.

Digital Marketing is a creative industry that helps businesses to get in touch with prospects through online mediums. With this advancement and more use of social media, anyone from anywhere can get in touch with the company and share their experiences, proposals, message, services, complaints, etc. just with a click.

Today, businesses understand the complexity of online platforms and take well advantage of the same to share products & services summed with innovative marketing strategies.

Therefore, in this post, professional writers from  SmartWritingService – case study writing service will share the list of Top 8 digital marketing case studies that will help you to learn innovative ways. These campaigns are only designed to target the sentiments of the Indian market.

Here we go!

Case Study 1: How Does The Ministry of Food Processing (Govt. Of India) spread awareness about World Food India through social media platforms?

In 2017, the Ministry of Food Processing Industries which is a ministry of the Government of India was looking for various ways to promote and spread awareness about World

Food India .

https://www.youtube.com/watch?v=S_y6G6OpEoY

The Ministry wanted to promote India as the world’s food factory. They desperately needed a way out where they could interact and raise not only awareness about the same but to educate Indians on how India is the largest producer of food and food products, suffers from an acute shortage of food.

India is the fastest-growing economy in the world, yet 40% of its food production is wasted annually. Therefore, the country especially the youth needed an awakening regarding the same and World Food Day was the ideal time to start it.

Meantime, The Ministry analyzed that youth is highly approachable on social media platforms, and therefore, they need to look out for innovative digital marketing case studies to reach them directly.

For the same, they hired a digital marketing agency that designed a creative marketing strategy that talked about food wastage and how to tackle it. The agency targeted the audience with creative posts and engaging campaigns with hashtags.     

• 4000+ leads generated comprising potential Exhibitors, Investors, Delegates, and other Partners
• 3000+ posts created across social media platforms and 4000+ registrations via the website
• 100+ million impressions through social media
• Dominated India’s twitter-sphere through 8 successful trending activations
• 100 times growth in Twitter followers – from 1400 to 150k during the campaign
• $20 Billion Worth MoUs signed
• #ReduceFoodWastage (Impression generated: 51000000 )
• #NoWasteOnMyPlate (Impression generated: 2,0326,113 )
• #WarOnFoodWaste ( Impression generated: 47988450 )

Case Study 2: Make My Trip Hashtag Campaign  #DilHaiHindustani

Make My Trip is one of the top-notch travel agencies which is also quite popular on social media platforms. This company must be followed by all learners as they keep on introducing creative campaigns and offers especially during festive days.

The online travel company used Independence Day as the major event to target the youth by rewinding the revolutionary efforts for independence.

They came up with the   #DilHaiHindustani which took the odyssey of independence from 1857 to 1947. Mangal Pandey agitation, Jallianwala Bagh massacre, non-cooperation movement, Chandra Sekhar’s Kakori train robbery, and were some people who were featured in it.

Case Study 3: Amazon India The Great Indian Freedom Sale

When it comes to digital marketing campaigns, you can’t ignore e-commerce companies. During the same independence celebration, the top-hole brand Amazon India went for innovative marketing strategies with goods ads as well as offers and using them wisely on social media.

The campaign we have been talking about can set a great example of online marketing campaigns, especially in e-commerce industries.

Amazon India’s The Great Indian Freedom sale organized the contest which involved fun activities and the contestant got shopping vouchers from the company. The campaign was named #10KeBaadKarenge , in this, the people push their shopping plans after the 10th of August because of the Amazon sales.

Case Study 4: How KFC India Boosted its Social Media Presence with campaigns like ‘Design your own bucket’, ‘Radio KFC RJ Hunt, and ‘Currycature’

Social media is the best platform when it comes to boosting your online presence and increasing the sale of products within the country. The same has been well followed by KFC which is a famous global restaurant chain brand.

It’s the number one restaurant brand on social media in India. KFC tried many campaigns to increase its online presence on social media platforms for brand awareness.

KFC had launched very famous campaigns like Radio KFC RK Hunt , Design Your Own Bucket campaign, and Currycature to target the youth audience by involving mobile apps. These campaigns helped them to develop their brand awareness as well as increased engagement.

When they started Radio KFC RJ Hunt Campaign, 3000 people from around 30 Indian cities participated in the competition.

It was a social media campaign to promote KFC’s brand in-house radio channel where fans recorded their voices over the internet with the Facebook App and shared their analog radio experience. Especially newcomers wanted to try their hands over this hunt and decided to take part to collaborate with the famous brand.

Similarly, the “ Design Your Own Bucket ” campaign was another social media marketing strategy where the participants were asked to create their own creative KFC buckets. Almost 5500 entries took place in total where the participants came up with their colorful KFC buckets.

Additionally, they have also introduced bucket entries with Sachin’s picture on the KFC bucket on the day when he retired. Amazing right!

Another innovative KFC’s campaign was “ Currycature ” where participants have to choose a character with an ethnic Indian touch and then upload the pictures. Around 17K Currycatures were made by their fans which gave them a unique experience with the brand.

• KFC was featured by Social Baker as among the top 5 socially devoted brands.
• The overall positive engagement of their Facebook page grew from 6.2% to 93.8% which was thrice the sector average.
• KFC was placed among the five fastest-growing social media brands in India.

Case Study 5: Tata Sky’s Campaign – Transferkar Family

Tata Sky is known as a well-known brand with many digital marketing case studies and you can judge by the name, the campaign was solely targeted on families . Obviously, the motto of the campaign was to promote Tata Sky’s product/services called Tata Sky+ Transfer. This new product is used to transfer the recorded content from TV to mobile or tablets.

Basically, in each family, everyone has their own preferences when it comes to channels. In families but due to some reason, not everyone watches their favorite shows at the same time.

This is very common in Indian families where most of the time TV remote is controlled by the head of the family and others just follow his/her favorites. For this purpose, the brand came up with an idea and created the out-of-mind family named Transferkars .

This product helped family members to transfer their favorite shows on mobiles or tablets and enjoy every bit of it.

The campaign was a huge success and got viral through social media and TV commercials. Various kind of family-related content was shared during the campaign with discounted offers to the clients. Basically, their understanding of the potential market made the campaign a huge hit.

Case Study 6: Paper Boat’s #FloatABoat campaign on social media

Paper Boat is a very known Indian brand of traditional beverages known for drinks which you can commonly prepare at home like aam Panna, Gol Gappa ka Pani, Jamun Kala khatta, and kokum. These kinds of flavors are quite common among Indian families but not everyone can prepare them at home.

As Paper Boat’s mission states, the purpose of these drinks was to take you back in those memories and float a boot this monsoon. And, the same purpose is very well carried by the team through digital marketing campaigns.

They created numerous innovative campaigns that targeted the emotional side of the audience and made them in love with the brand.

However one of Paper Boat’s campaigns was a huge hit among audiences called #FloatABoat .

As you can get the idea by the name, the company asked people to make a paper boat like they used to make in their childhood days and share it on social media by using the hashtag along with the title of the campaign i.e. #FloatABoat  and following their social media pages.

Another purpose reviled by the brand is that if someone shared this on any social media, Paper Boat will donate Rs.20 for children’s education.

The purpose behind the campaign touched millions of hearts and it was a big success that caused timelines to be jammed with paper boats. You can analyze now how many followers Paper Boat got during the campaign.

Case Study 7: Nivea India’s ‘Mom’s Touch

This campaign was dedicated to all the extraordinary and selfless mothers designed especially on Mother’s Day. Nivea’s Mom’s Touch campaign talked about some extraordinary, selfless stories of the mother from all over the country.

The brand asked the audience to share the selfless moment of their mothers by sharing this video over social media platforms. Their marketing strategy also had a beautiful objective to gain viewership. The brand made a promise that by sharing this video on social media the donation from the brand was done for the girls.

Case Study 8: KKR – IPL Team’s Digital Marketing Strategy

Not even the IPL team could stay far away from the digital world. Kolkata Knight Riders (KKR) is the franchise representing Kolkata in the Indian Premier League (IPL), a Twenty20 cricket tournament whose co-owner is one of the famous film stars –  Shahrukh Khan.

KKR team has the most engagement with its fans and followers due to its digital marketing case studies.  During the initial days, KKR showed keen interest to gain followers over the internet and worked on various objectives like how to increase brand awareness of KKR irrespective of Shahrukh Khan, how to stay tuned and connected with the fans, and how to keep them updated with the latest news & updates.

For engagement, first, they decided to create a video blog dedicated only to KKR fans named “ Inside KKR ” where fans can get through their news and their favorite players easily.

Secondly, they had a website blog and an official mobile app that kept fans engaged and updated with the latest news about the team.

They paid special attention to social media platforms as well as The digital marketing team at KKR has also organized a live screen Facebook chat at Facebook HQ in Hyderabad. Players of KKR had queued sessions on Twitter with their fans and run a special “Cheer for KKR campaign” . This is for the time that any sports team followed a digital idea.

Results of the campaign:

• The Facebook page of KKR has 15 M likes during the campaign, the highest of all the other IPL teams.
• On Twitter, KKR is the most engaging IPL team.
• KKR became the most followed IPL team on Instagram with more than 466K followers.
• It has also gained traffic to its Pinterest page and Google Plus profile.
• Customized & personalized videos shared on social media platforms by fans led them a chance to receive a valuable acknowledgment by the team players which has turned into 10 million cricket followers and impacted on and off the KKR team.

Case Study 9: Cadbury’s Dairy Milk Team Digital Marketing Strategy

The case study will give a brief on the strategies of dairy milk silk and Spotify releases mixtapes to advertise it in various forms. How you can send the message of love with the playlists that are personalized for you.

Why they got need to advertise the dairy milk silk. This Ad was necessary for the couples who were separated by the unseen enemy; Covid 19. Dairy milk and Spotify reach out to GenZ with new strategies.

The strategy was implemented via Spotify. It applies the digital marketing experience for dairy milk silk by using Spotify’s API. The users that are listening to the music have been experiencing the creative content of dairy milk silk Ads and music as well. Leisurely, the users get engagement and allow users to get a special playlist to share the file.

Case Study 10: Nilon’s Diwali Campaign Reached Near 2Million Users – Digital Marketing Strategy

The case study of Nilon’s Diwali Campaign reached nearly 2million users by initiating the Diwali campaign in order to spread the noise-free and positive festival lights. Well, you know that Nilon’s acquire a wide range of quality products that include food products as well.

Although, the food forms are an integral part of every festival. Hence, Nilon’s Diwali celebration campaign was initiated don’t his behalf to reach out to maximum users by providing delicious foods with noise-free and pollution-free Diwali.

To do this, the brand initiated a contest campaign where the people has to share the food pictures using #SwaadBharePathaake and parallelly challenging three of the participants according to the criteria.

Nilon’s partnership with the influencers for more engagement and crossed nearly 2 million traffic through this strategy.

Case Study 11: ZEE5 Digital Marketing Strategy For Testing Awareness Campaign

https://www.youtube.com/watch?v=2S6XJOieKtY

The ZEE5 has created an interesting marketing campaign for Rashmi Rocket for gender testing awareness. The campaign was successful in launching the #LetrashmiRun to cross 22 million+ views.

The case study is about the sportswoman spreading awareness of gender disparity through social and other tools for maximum reach out. The execution was properly planned to start with a conversation between actor Tapsee Pannu and real-life rock Hima Das on the training and journey to the end.

Are you ready to sprint with Rashmi? Come join us for an interactive event, where you will get a chance to #RunWithRashmi , and a few lucky winners will get an opportunity to attend the #RashmiRocket screening along with the full star cast! pic.twitter.com/NAxpK1hUk7 — ZEE5 (@ZEE5India) October 8, 2021

This conversation leaked all over the social media channels and news channels to stand out from the crowd.

Furthermore, the discussion on the movie clips and other issues are included in the Rashmi Rocket movie marketing campaign strategy to spread awareness. This gets aired all over the news channels, Youtube channel, and on NewsX.

Case Study 12: BookMyShow Digital Marketing Strategy 

The case study of BookMyShow by initiating the #CinemalsBack campaign to retrieve the safety of watching movies in theaters, and increase the footfalls on the website. BookMyShow’s in house team, a campaign to target the following mentioned below

• Entertainment-Lovers
• Geographic restrictions notwithstanding
• Social Setups via social media platforms

These are the main features of the campaign that are being a high priority for spreading awareness. The campaign includes the importance of health and safety measures against the Covid 19 situation.

Through this campaign, the BookMyShow encourages the audiences to relieve the magic of the big-screen experience with all safety measures. After that, the campaign surpasses 76% of the traffic of the pre-covid level.

Case Study 13: Sony BRAVIA’s Digital Marketing Strategy 

https://www.youtube.com/watch?v=ihOU74JbKtY

The case study of Sony India explores the campaign of Sony Bravia integration with Google TV in India and is sired across the social media platforms and news channels as well. It was shared on the internet and generated traffic and impression with a spike.

The objective of Sony India was to inform the benefits and features of the TV to the folks of the country. The campaign was executed from scratch by building curiosity with a series of ENCRYPTED tweets with no reference.

After that, the team waited for a while for the engagement of the users and listened to them as well. The audience stand on the hopes and strategies of the campaign, the audience started sharing their experiences and problems they are facing.

Thereafter, The team started a quiz to increase the engagement that will help the team to know more issues from the audience.

1. YouTube 2. Disney Hotstar 3. SonyLIV 4. Amazon Prime Video 5. Netflix — Sony India (@sony_india) October 28, 2021

Lastly, the company placed one solution over every issue that will definitely influence many users. Parallelly, it started sharing its features like; introducing multiple OTT platforms with 70,000+ episodes and movies. Through this campaign, Sony India earned 8.5 million impressions.

Case Study 14:  Zandu Ultra Power Balm Digital Marketing Strategy 

The case study of Zandu Ultra Power Balm launched the Khali to advertise the Zandu ultra power balm to generate traffic and impressions. But, the main goal of the Zundu team was to generate sales through this Ad by titled ” Kada Dard ka Kadak Jawaab.”

The Zandu Ultra Power Balm starts the campaign by releasing the posts slowly and giving signs to the target audience about the capabilities of the Balm. Slowly, Slowly, Khali’s posts were launched on weekly basis to increase engagement.

The results of the campaign were very effective with the sales

• 7.7 Lacs Reach
• 2.3 Lacs Engagement
• The users were Continous commenting on all the routes used in the campaign.

Case Study 15: Cultbike.fit Digital Marketing Strategy 

The case study of the Cultbike.fit integrated with LinkedIn to start a campaign for creating the linked In job hunt on the internet by facing the Atul Khatri is an Advertisement face.

The campaign gets kickstarted with the launch campaign on various social media platforms such as Facebook, Instagram, Youtube, and Twitter by featuring Atul Khatri. The campaign introduces Atul Khatri as the chief executive officer of Cultbike. fit.

Atul Khatri shared a video that includes the contest. He introduces a Chief Excuse Officer and opens the podium for the contest. This will be followed by the audience’s views and comments to vote for the participants and get recruited for the top position.

To participate, the user needs to share the lamest excuse for not being fittest to win the title of Chief Excuse Officer. The hunt will be started with the linked In. Through this strategy, the campaign gets 14000+ applicants for the Cultbike.fit, 97,11,018 reach on Facebook, and 42,75,445 on Instagram.

Added new followers around with a growth of 106% on Facebook and 205% on Instagram.

Case Study 16: Reliance Jio Digital Marketing Strategy 

The Jio is planning to execute a campaign on the occasion of 5 years anniversary. The Jio started the campaign with the #5YearsOfJio  video on social media platforms. The Jio wants to show the revolution from the digital revolution to the revolution in India.

How they reconnect with the users and unique audience through social media platforms. As they have included influencers, celebrities, and many other strategies to reach out to the folks.

Celebrating #5YearsOfJio ???? 5 years of Digital Revolution. Thank you for being a part of this journey. #WithLoveFromJio #JioDigitalLife #DigitalIndia #Jio #Birthday pic.twitter.com/B09xIlx4iv — Reliance Jio (@reliancejio) September 5, 2021

The campaign describes the journey of the Jio from scratch they have started from 1995 to 2021 emphasizing nostalgia that will connect with the people’s emotions and will build engagement all over the internet.

Jio started with Twitter by sharing various tweets and slowly it is expanding on Instagram, Facebook, and Youtube. The videos include the human behavior from its core- as to how we connect then to how we connect now by keeping the hashtags #5YearsOfJio

Lastly, the campaign earned many impressions, engagement, views, and a wide range of reach. As the  total reach of the campaign was up to the 954k+

Case Study 17: Aditya Birla Digital Marketing Strategy

The case study of Aditya Birla started on behalf of  World Heart Day. The campaign will explore fitness and staying healthy. Alongside, building the brand salience in the health insurance category.

Here, you will see how Aditya  Birla spammed on the internet to generate a wide range of traffic and impressions. As it is declared as one of the best digital marketing case studies. The initiation of the campaign was with #LaughForHealthyHeart on Twitter and other social media platforms as well.

the campaign roped in all influencers and other strategies to roll out over all social media channels like Youtube. The comedians are also involved in this campaign that describes many mutual facts for building engagement and traffic.

The campaign ran for around 2 months on the internet and specifically on, Instagram, Twitter, Youtube, and Facebook. The campaign resulted in 1.7 million reach, 1.9 million impressions, and 44,000 clicks.

Case Study 18: Streax Digital Marketing Strategy

Streax planned various digital marketing case studies as this one stand’s out because of parenting with many celebrities such as; Gauahar Khan, Rithvik Dhanjani, and dancer-choreographer Awez Darbar. it was like celebrating the video featuring Shah Rukh Khan partnering with Streax and reaching out to 15 million people.

The Campaign was started with #GetStreaxWithSRK and the execution. The goal behind featuring this video is to represent the Steax in a new way and it redefines the term Sexy replacing it with Streaxy.

The video seems to share the message of an upbeat melody, encouraging people from all walks of life and stay Streaxy. After that, Streax did not stop and engage with customers, Streax partnered with television personalities such as; Gauhar Khan, Rithvik Dhanjani, and Awez Darbar.

The videos were posted with the #GetStreaxyWithSRK challenge and invited more audiences to make videos on this song.

The Streax earned a reach of over 36 million users and 15 million consumers in India.

Case Study 19: Hershey Digital Marketing Strategy

The Hershey launched a campaign with #MeantToBeShared to celebrate the bond of friendship on social media. Hershey is a brand with a lot of digital marketing case studies and this campaign was very beneficial for the team that created a boom on the internet on the occasion of Friendship Day.

Hershey’s campaign is a kind of friendship story that involves Break Up moment, a Class Bunk, and many more. The post receives more than 250 comments in half an hour. This campaign shared many hashtags and such as #Friendship Day Reels.

Moreover, the audience engaged with this campaign for more than 2 to 3 months by reposting it for their birthday celebrations. The campaign resulted in a wide range of reach with a total reach of 4.2 unique audiences on Instagram and crossed 1.5 million reels. The campaign get 50% organic traffic and the brand page grew by 12%.

Case Study 20: Adidas Digital Marketing Strategy

Adidas plans a few digital marketing case studies to run the campaign in July 2021. As the brand was planning to launch the plan #OpenForum to start with Instagram and lead with multiple social media channels.

The brand was planning to use every feature on every platform such as reels, stories, posts, and videos on the Youtube channel. The main perspective of this campaign was to show the new shoes launched by Adidas for different kinds of sports and casuals as well. It started with the pre-launch; Onboarding the #OpenForum Crew.

Meanwhile, another team was shooting the content of big influencers to engage folks and reach out to various categories of sports lovers. This will give a wide range of visibility and impact to Adidas.

Adidas worked with a few influencers who posted their images respectively. This will give the users regular interactions and suggestions in the feed as well. Gen Z was very influenced by this campaign and engage for a very long time.

This #OpenForum resulted in 7.6 million-plus users and the average rate of engagement was up to 5.4% in the initial weeks. This was considered one of the digital marketing case studies in Adidas’s campaign history.

Case Study 21: Rage Coffee Digital Marketing Strategy

Case Study 22: Plum Digital Marketing Strategy

Case Study 23: Swiggy Desi Masala Digital Marketing Strategy

Sooo… an image search of ‘desi masala’ shows pictures of women, NOT masala. ???? This Women’s Day, we’re trying to change that result. To help, upload an image of any masala/dish, add ‘desi masala’ in the caption, & search engines may pick it up! (Don’t forget to tag @swiggy_in ????) pic.twitter.com/udhHo39eq0 — Swiggy (@swiggy_in) March 5, 2021

Case Study 24: Rasna Digital Marketing Strategy

Rasna is a brand with a wide value holding a wide range of audiences. In the competitive world, Rasna was lagging behind and was planning to leverage the mass following audience by designing a campaign to invoke nostalgia and revive childhood during lockdown 2.0.

The Rasna was known for its ‘I Love You Rasna’ tagline for years. Hence, Rasna decides to expand its usage and involvement in the daily uses of products. Many digital marketing case studies were discussed and were finally hanged with the one strategy to launch on the internet.

The campaign was set up with the hashtag #LooveURasnaRecipes. The Rasna partnered with many influencers and made a video to invoke nostalgia and childhood memories. The video was made by the popular rapper and influencer to engage more people and influence them to purchase and experience the same feel.

Rasna’s posts were shared on various influencer’s pages such as; BharatzKitchen , Kanak Khaturia, and Meghna’s Food Magic. This amps the engagement from several page accounts and submerges on Rasna’s Page to know more.

This campaign resulted 8,443,817 unique reach, 6,673,478 video views, and more than 70,000 posts engagement.

Case Study 25: Burger King India Digital Marketing Strategy

Burger King India is a well-established brand and holds a wide range of popularity. The digital marketing case studies of Burger King India seem very effective and this campaign was created with different perceptions in order to denote valentine’s day as the season of breakup.

Burger King India tied up their Whopper to launch on valentine’s day by keeping the hashtag #DateThe Whopper. The influencer that was featuring this campaign was Sima Taparia who was describing the campaign to build engagement.

Usually, valentine’s day is celebrated by couples. But, Burger King took it to a different road via Sima Taparia to inform the people as valentine’s day is the season of breaking up and finding someone better by describing the parallels between relationships and burgers.

The campaigns amplified on social media handles because of assets and contests. The campaign urges meme-makers to share the posts and build engagement to be a part of the Whopper Clan.

Hence, the campaign results in an 11.6 million reach across social media platforms. The engagement rate was increased by 5.1% and see a rise in the brand value as well.

There are numerous ideas to create your online marketing strategies. All you need is to think out of the box and plan according to the occasion.

Also, while creating marketing campaigns your focus should be on how to touch your audience emotionally. It’s proven that sensitive topics can lead to gaining more attention and engagement. But make sure it should hurt or carry forward against the law.

Digital platforms can provide you with a vast playground where you can experiment and reach out to a million people with a great marketing strategy. So let’s get started to create your online marketing campaigns and reach millions of hearts. This is all about the top 25 Indian digital marketing case studies and you may comment below for any query. We would gracefully assist your query at the earliest.

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Great information about different digital marketing strategies fro big brands in india .

Thanks Rakesh for appreciating. Keep Reading!

rahul nishad

your content is outstanding ! plz come up with some more blogs on digital marketing stratergy ….

Sure Rahul, we will definitely share strategies centric posts. Soon!

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A Study on Evolving Digital Transformation in Indian Banking System

2021, International Journal of Case Studies in Business, IT and Education (IJCSBE)

Purpose: Industry analysis gives a broad idea of industry in terms of its objectives, resources as inputs and functions, products &services as output. In this paper, we have studied various electronic payment systems practiced by the banking industry like card payments NEFT, RTGS, IMPS, and UPI. Analysis has been done on the value &volume, growth of these digital payments over the last 5years. A comprehensive analysis of the evolving digital payments using the ABCD model is performed. Design/methodology /Approach: This industry analysis is the conceptual research case study. Analysis of digital payment is done using ABCD analysis. Data and information have been collected from various online open access sources using Google scholar, ResearchGate, RBI, GOI reports & journals. Finding/ Result: Based on ABCD analysis the advantages and benefits of the digital payment mechanism are more prominent than constraints and disadvantages. It is found that digital E-payments are very useful in the current scenario. Originality value: This paper analyses and interprets the digital payment system of the banking industry in terms of its current status and future opportunities. Based on findings, recommendations are presented. Paper type: A Research case study paper on Evolving digital payment systems of the banking industry.

Related Papers

The International journal of analytical and experimental modal analysis Volume XI, Issue IX, September/2019 ISSN NO: 0886-9367

SM NARAYANAN

Digital Payments are growing at a higher rate. Having card has become the need of every person. Almost all the products are offered through online. This paved the way for the use of digital payment by the users of online services. The point of investigation that is explored in this research is digital payment system in general and electronic banking in India in particular. Digital payment as it has demonstrated the velocity of its growth is incredibly fast and efficient. It has allowed individuals including companies to perform their banking businesses from their homes or offices in a very cost-effective way.This study focused on the opportunities, attitude, perception and challenges that evaluate the positive and negative implications of using Epayment system.

Interal Res journa Managt Sci Tech

Digital transformation is changing every industry and unsurprisingly banking is at the forefront of this trend. Banks need to improve the customer experience, increase operational efficiency and respond faster to changing business environments. Digital technology is dramatically changing how banks interact with their customers. In just a few years, the financial services industry has evolved from traditional brick-and-mortar operations to online bill payment and deposits to the emerging world of mobile banking. Two trends enabled by digital technology are at the heart of this transformation. One is the growing incursion of new, non-bank players into the industry. The second trend is the emergence of customer experience as a central consideration for banks as they create and execute their competitive strategies. They want digital banking to be as easy and seamless as ordering an item online or booking a flight with a mobile app. There has already seen major disruptive trends in the banking sector and these trends are set to accelerate. Banking customers' preferences and expectations are fragile in nature. There is a great amount of interest from banks how they can use block chain technology. It is not only seem to present huge opportunities and provide potential to improve processes to enable customers to transact more efficiently but also to combat fraud and money laundering. In this context the researcher intended to study the pulse and prospectus of digital banking and also the suspecting factors in the minds of the customers.

Phalanx: A Quarterly Review for Continuing Debate

DR. Devendra Puntambekar

We are as of now living in a computerized age. India is very nearly a critical computerized insurgency. The expanded connectedness that the Web offers in the present society has changed how monetary exchanges are led. An administration try, India's computerized program's significant goal is to make the country an information economy and an advanced society. As a component of the undertaking to support credit only exchanges and make India a country with less money, an assortment of computerized instalment arrangements are open. The country's financial scene had been adjusted by demonetization. In the advanced world, contactless cards, cell phone applications, and other electronic strategies will be utilized completely for instalments; notes and coins will at this point not be acknowledged. A computerized instalment framework is one that utilizes computerized channels and an electronic organization to deal with instalments. In computerized instalments, each exchange is done on the web. It is a fast and commonsense strategy for instalment. This exposition really tries to appreciate what clients mean when they discuss their joy with computerized instalment techniques. To acquire the outcomes that are being analyzed, the accompanying techniques were applied to the information: rate, normal, standard deviation, range, F-test, cross-organization, Chi-square test, Relapse investigation, and Element examination. As per the review's discoveries, the advanced instalment framework must be superior to expand the security and wellbeing of purchaser monetary exchanges. It additionally should be smoothed out and made more easy to use.

Srinivas Publication

The Indian payments sector is undergoing far reaching changes, with digital payments capturing a sizable slice of the cake in recent years. The changes began from a fully cash economy to a less-paper-currency system. The Reserve Bank of India and its nodal agencies are working hard to make the digital India goal, a reality. Nearly one billion cards and more than two billion Prepaid Payment Instruments (PPI) such as online wallets, mobile applications, e-wallets, and digital payment modalities have pushed India into one of the world's fastest growing and largest digital payment ecosystem. In fact, an exponential increase in internet infrastructure boosted e-commerce. Unified Payment Interface, popularly known as UPI, is regarded as a revolutionary payment solution in the market for facilitating retail digital payments. The main objective of this paper is to identify innovations in India's digital payment landscape in a phased manner. While doing so, it also analyses the payment facilitating industry by applying PESTEL model to identify political, economic, technological, environmental and legal factors. Design/Methodology/Approach: This study examines India's digital payment landscape in terms of its gradual progress. Using the PESTEL model, it also analyses external factors that contribute to a less cash economy. Secondary sources were used to gather data for the study, which included reports, circulars, rules, and statements made by the Reserve Bank of India and other relevant organisations. Findings/Results: According to the study, India's digital payment segment has seen tremendous success since the implementation of UPI by the National Payment Corporation of India (NPCI) in 2016. The government's Direct Benefit Transfer (DBT) programme enabled the country to achieve financial inclusion of all citizens having access to banking services. Government legislation, regulator intent, social behaviour, increased smartphone usage, lower internet costs, and others significantly impacted the growth of the digital payment industry by ensuring secure, faster, cost-effective, and secure payment solutions. Originality/Value: This study examines the digital payment industry in India using the PESTEL methodology, which allows us to see the industry from all sides.

Research Paper

Digital revolution in India has brought paradigm shift in the banking system and financial transactions due to online payment. Payment gateways, e-commerce applications and other benefits boost smartphone users towards digital transactions. This study focuses on identifying factors important for customers to use payment banks for transaction. The identified dimensions for the usage of payment banks are; user friendly, convenience, cost effectiveness, security and easy cash management. People look for the aforesaid factors while they transact through payment banks. To validate the factors and check the model fit, a confirmatory factor analysis was run using AMOS. The analysis confirms constructs convergent validity and reliability, and model fit.

International Journal of Case Studies in Business, IT and Education (IJCSBE)

Srinivas Publication , Mahesh Ae

Purpose: The Indian Banking sector is striving hard to popularise digital payments and has gained momentum after demonetization and digital India initiatives. To facilitate digital payments, “National Payment Corporation of India (NPCI)” launched the “Unified Payment Interface (UPI)”, which is an amazing, revamped, and cost-effective breakthrough for enabling digital payment services for all. Proliferation of smartphones, technological innovations, and effective internet communications has signified the usage of mobile payment facility for smartphone users, financial institutions and particularly the banks. To achieve paperless and cashless economy, Unified Payment Interface (UPI) is a potentially innovative way of transferring funds using a virtual payment address established by the National Payment Corporation of India (NPCI). Hence, it is needed to be assessed for its potential to contribute towards achievement of digital economy. Design/Methodology/Approach: This paper is focused on understanding Unified Payment System’s (UPI) growth and its progression in retail digital payment over the years. The study was carried out by exploring secondary data sources and by applying Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis format. Finding/Result: UPI has shown remarkable growth in last couple of years due to customer’s shift towards contactless payments over other methods. Study revealed that the growth of digital payments has increased significantly, especially in the retail payment sector on the UPI platform. Originality value: This study examines UPI's position in the digital payment ecosystem, with an emphasis on identifying UPI's core strengths and growth prospects, as well as areas for future research to investigate India's complete e-payment ecosystem. Paper type: A research case study on Digital Payment Service in India - A Case Study of Unified Payment Interface

Red’shine Publication Pvt. Ltd

Kumar Natarajan

Shanlax Journal of Economics

Dr.Resmi CP

journal of emerging technology&innovative research

Vidya Ghanshyam

Objective: The banking sector in India has transformed itself to match the competitive business environment. Technological transformation has brought remarkable changes in the banking sector. Digital payment applications and opportunities are thrown by the digital economy in performing seamless financial transactions& its adoption in the everyday life of the retail business segment. Though digital payment system is massively used by the payment sector there are personal and demographical factors that influence the adoption & usage pattern among customers. The objective involves a literature review on digital banking and digital payment system adoption by people around the globe. The objective is also to construct a conceptual framework for reviewing various influencing factors in the adoption of digital payments in day to day life of retail customers of the bank. Also, recommend measures for motivating customers and making digital payments more secure and safer to meet customers' expectations. Methodology: An existing literature was systematically reviewed highlighting digital payment systems practiced by the customers of a bank using the keywords digital banking-banking, internet banking, digital payment, customer adoption, perception, and conceptual framework. in four search engines: ResearchGate, SSRN, Google Scholar, and Academia. The eligible articles were screened and studied thoroughly with the conceptual preparation of the study. ABCD analysis was used to construct a search proposal and study the adoption of a digital payment system. Results&Findings: Personal factors & demographic factors have been identified in the review process which is influencing the digital payment adoption by banking customers. The study shows several research gaps in the domain of the adoption of digital payment strategy and offered several recommendations as to how to improve the quantum of digital payment adoption by customers. Originality value: A clear picture of the adoption of the digital system for banking customers has been identified through systematic research. The study also discovered a link between customers and personal and demographic factors, as well as various measures to enhance the usage habits among customers. Implementing these measures will increase the number of customers thereby achieving a target of making India digitally strong and reaching the target of Digital India.

International Journal of Scientific Research and Management (IJSRM)

Dr. SUJITH T S

Now a day's world changed to digital world. India tries to stepping towards e-payment system. Electronic payment system is a payment system through an electronic network. In other words e-payment is a method in which a person can make Online Payments for his purchase of goods and services without physical transfer of cash and cheques, irrespective of location and time. Today India is at a stage of demonetization so; in the present scenario this study is inevitable to makes electronic payments at any time through the internet directly to manage the e-business environment. This study aimed to identify the issues and challenges of electronic payment systems and offer some solutions to improve the e-payment system. E-payment system not only provides more opportunities but many threats also.

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