Today India has leapfrogged onto the digital transformation journey with intense smartphone penetration across both its urban and the rural landscape. The near negligible cost of the internet has further accelerated digital adoption resulting in 504 million active internet users in the country. On top of this, digital growth engine is a smoothened commerce ecosystem fueled by the government-led Unified Payments Interface (UPI) and fintech firms, which have been instrumental in creating more business opportunities across the nation’s uniquely diverse socio-economic pyramid. Today, in a mobile-first nation like India, every mobile number is practically equivalent to a bank account. So, when a billion-plus people transact within this ecosystem, it provides definitive tailwinds to make business happen. This has resulted in India undoubtedly putting itself on a trajectory towards becoming a behemoth of data, which needs to be captured and analyzed.
