Payments Bank: A Modern Approach Towards Cashless India. Roadmap of Digital Transformation

      Аннотация: “I dream of a digital India where knowledge is strength and empowers the people- Prime Minister Narendra Modi”. Chief rationale of the digital revolution is to modernize India into a universal digitized hub by digital connectivity and skill enhancement with plentiful other incentives to make the homeland powerful in the field of technology. The spectacular progression of Payments Bank has contributed to making India a cashless & digital economy. Payments Bank is a new model of bank introduced by Reserve Bank of India. People have started shifting from traditional banking to modern or e-banking approach.An effort was made to measure the impact of promotion on consumer behavior in this book with special reference to adoption and rejection. A comparative study of Paytm and BHIM has been taken in this book. Digital payments got new momentum through demonetization. Payment applications are a new phenomenon that arises a need to research whether the promotional strategies are capable enough to compel the consumers to adopt or reject. I am sure that this book shall leave a significant social relevance for marketers as well as to consumers.

Ключевые слова: Payments Bank, digitization, Cashless Nation, Paytm, BHIM, Mobile payment