A STUDY IMPACT OF “DIGITAL INDIA” IN “MAKE IN INDIA”

A PROJECT REPORT
Submitted in partial fulfillment for the award of the degree of
Bachelor of Commerce

BY
DEVA DHINESH S
(21BCC0123)

Under the Supervision of

Dr. SAVITHA N

DEPARTMENT OF COMMERCE
School of Social Sciences and Languages
Vellore

April 2024
 DECLARATION

I, Mr. DEVA DHINESH. S with register number 21BCC0123, hereby declare that the project
report entitled “A Study Impact of Digital India in Make in India” submitted by me to VIT
Vellore, in partial fulfilment of the requirement for the award of the degree of Bachelor of
Commerce is a bonafide work carried out by me under the supervision of Dr. SAVITHA N,
Associate Professor Grade 1, Department of Economics, School of Social Sciences and
Languages, VIT Vellore – 632 014. I further declare that the work reported in this project has not
been submitted and will not be submitted, either in part or in full, for the award of any other
degree or diploma in this institute or any other Institute or University.

Place: Vellore
Date:

DEVA DHINESH S
(Signature)
 CERTIFICATE

This is to certify that the project work entitled “A Study Impact of Digital India in Make in
India” submitted by Mr. DEVA DHINESH S with registration number 21BCC0123, to VIT
Vellore, in partial fulfilment of the requirement for the award of the degree of Bachelor of
Commerce, is a bonafide work carried out by him under my supervision. The project fulfils the
requirement as per the regulations of VIT Vellore and in my opinion, meets the necessary
standards for submission. The contents of this report have not been submitted and will not be
submitted either in part or in full, for the award of any other degree or diploma in this Institute or
any other Institute or University.

Place: Vellore
Date: ________________

Dr. SAVITHA N

__________________________________________________________________

Examiner 1: __________________ HOD, Commerce, SSL: ______________

Examiner 2: ___________________ Dean, SSL: _________________________

 ACKNOWLEDGEMENT

At the outset, I thank the Almighty God for His blessings for granting me the knowledge
and right aptitude to successfully complete my project work.

I would like to express my special gratitude and thanks to my guide, Dr. Savitha N,
Department of Economics, School of Social Sciences and Languages, whose esteemed guidance
and immense support encouraged me to complete the project successfully.

I wish to express my sincere thanks to Honorable Chancellor, Dr. G. Viswanathan;

esteemed Vice-Presidents; respected Vice Chancellor, Dr. V.S. Kanchana Bhaaskaran and
respected Pro-Vice Chancellor Dr. Partha Sharathi Mallick of this prestigious VIT, Vellore for
providing me an excellent world-class academic environment and facilities for pursuing my B.
Com Programme.

My sincere gratitude lies to the Dean, Dr. Manoharan M, School of Social Sciences and
Languages, and Head of the Department of Commerce, Dr. R. Geetha for providing me an
opportunity to do my project work at VIT, Vellore.

I also thank all the faculty members of the Department of Commerce and faculty of other
Departments of the School of Social Sciences and Languages and the non-teaching staff for
giving me the courage and strength that I needed to achieve my goals.

My special thanks to my friends for their timely help and suggestions rendered for the
successful completion of this project.

This acknowledgment would be incomplete without expressing my wholehearted thanks to

my parents for their continuous support and guidance in all walks of my life.

MR. DEVA DHINESH.S

 CHAPTER -- 1

Introduction
INTRODUCTION:

1.1 DIGITAL INDIA:

Digital India is a campaign launched by the Government of India to make its services available
to citizens electronically via improved online infrastructure and by increasing Internet
connectivity. The initiative includes plans to connect rural areas with high-speed
internet networks. It consists of three core components: the development of secure and stable
digital infrastructure, delivering government services digitally, and universal digital literacy.

Launched on 1 July 2015, by Indian Prime Minister Narendra Modi, it both uses and supports
other Government of India schemes, such as BharatNet, Make in India, Startup India, Standup
India, industrial corridors, Bharatmala Sagarmala and Amrit Bharat Station Scheme.

As of 31 December 2018, India had a population of 130 crore people (1.3 billion), 130crore (1.3
billion) Aadhaar digital biometric identity cards, 150 crores (1.5 billion) mobile phones, 100.6
crore (446 million) smartphones, 130 crores (1.3 billion) internet users up from 481 million
people (80% of the country's total population) in December 2017, and 71 per cent growth in e-
commerce The digital world that we live in today is that where every civilian has a bright
prospect to transform the lives in many ways that were hard to envision just a couple of years
ago. It is the outcome of several innovations and technology advances. Today, every nation
wants to be fully digitalized that will empower society in a better manner.

The motive behind the concept is to build participative, transparent and responsive system. All
educational institutions and government services will soon be able to provide I-ways round the
clock. Digital India will provide all services electronically and promote digital literacy. Digital
Technologies which includes the concept of cloud computing and mobile applications have
emerged as the catalysts for express economic growth and citizen empowerment.

Companies all over the world desire to invest in Digital India- the 21st century India, as a growth
opportunity. Hence, an attempt has been made in this paper to understand Digital India – as a
campaign where technologies and connectivity will come together to make an impact on all
aspects of governance and improve the quality of life of citizens. Global investors like Sundar
Pichai, Satya Nadella, Elon Musk have supported Modi's Digital India initiative.

"I see technology as a means to empower and as a tool that bridges the distance between hope
and opportunity. Social media is reducing social barriers. It connects people on the strength of
human values, not identities." PM Modi rightly said in his speech in San Jose.

1.2 DIGITAL INDIA INITIATIVES:

Digital India comprises of various initiatives under the single programme each targeted to
prepare India for becoming a knowledge economy and for bringing good governance to citizens
through synchronized and co-ordinated engagement of the entire Government. Some of the
facilities which will be provided through this initiative are Bharat, digital locker, e-education, e-
health, e-sign, e-shopping and the National Scholarship Portal.

Highways to have broadband services: Government aims to lay national optical fibre network
in all 2.5 lakh gram panchayats. Broadband for the rural will be laid by December 2016 and
broadband for all urban will mandate communication infrastructure in new urban development
and buildings. By March 2017, the government aims to provide nationwide information
infrastructure.

Easy access to mobile connectivity: The government is taking steps to ensure that by 2018 all
villages are covered through mobile connectivity. The aim is to increase network penetration and
cover gaps in all 44,000 villages.

IT Training for Jobs: This initiative seeks to train 10 million people in towns and villages for
IT sector jobs in five years. It also aims to train 0.3 million agents to run viable businesses
delivering IT services. Additionally, the project involves training of 0.5 million rural IT
workforce in five years and setting up of BPOs in each North-eastern state.
Manufacturing of electronics: The government is focusing on zero imports of electronics. In
order to achieve this, the government aims to put up smart energy meters, micro ATMs, mobile,
consumer and medical electronics

Provide public access to internet: The government aims to provide internet services to 2.5 lakh
villages which comprises of one in every panchayat by March 2017 and 1.5 lakh post offices in
the next two years. These post offices will become MultiService centres for the people.

E-Governance: The government aims to improve processes and delivery of services through e-
Governance with UIDAI, payment gateway, EDI and mobile platforms. School certificates, voter
ID cards will be provided online. This aims for a faster examination of data.

E-Kranti: This service aims to deliver electronic services to people which deals with health,
education, farmers, justice, security and financial inclusion

Global Information: Hosting data online and engaging social media platforms for governance is
the aim of the government. Information is also easily available for the citizens.

Early harvest programs: Government plans to set up Wi-Fi facilities in all universities across
the country. Email will be made the primary mode of communication. Aadhar Enabled Biometric
Attendance System will be deployed in all central government offices where recording of
attendance will be made online.

1.3 NEW DIGITAL SERVICES:

DIGITAL INDIA INITIATIVES: The National e-Governance Plan (NeGP) is an initiative of

the Government of India to make all government services available to the citizens of India
via electronic media. NeGP was formulated by the Department of Electronics and Information
Technology (DeitY) and Department of Administrative Reforms and Public Grievances
(DARPG). The Government approved the National e-Governance Plan, consisting of 27
"Mission Mode Projects" (MMPs) and 8 components (now 31, 4 new added in 2011 viz Health,
Education, PDS & Posts), on 18 May 2006. This is an enabler of Digital India initiative and
UMANG (Unified Mobile Application for New-age Governance) in turn is an enabler of NeGP.

UMA
NG: Unified Mobile Application for New-age Governance (UMANG) is a mobile app, a Digital
India initiative of Ministry of Electronics and Information Technology (in short form MeitY by
the Government of India for access to central and state government services. The app supports
23 Indian languages and is available for Android and iOS.

DIGILOCK
ER: Digi Locker is a digitization service provided by the Indian Ministry of Electronics and
Information Technology (MeitY) under its Digital India initiative. Digi Locker allows access to
digital versions of various documents including driver's licenses, vehicle registration certificates
and academic mark sheets. It also provides 1 GB storage space to each account to upload
scanned copies of legacy documents.

Users need to possess an Aadhaar number to use Digi Locker. During registration, user identity
is verified using a one-time password (OTP) sent to the linked mobile number.

E-SAMPARK: E-Sampark is a mechanism used by the Government of India to contact citizens

electronically and is a part of the Digital India campaign. The name is derived from
the Hindi word sampark meaning contact

 sending informational and public service messages via e-mails, SMSs and outbound dialing,
 usage of the customized user lists,
 SMSs can be sent via the smartphone application.
BACK-END DITILIZATION: Black money eradication: The 2016 Union budget of
India announced eleven technology initiatives including the use of data analytics to prevent tax
evasion. Digital Literacy mission will cover six crore rural households. It was planned to
connect 550 farmer markets in the country through the use of technology.

1.4 SCOPE OF DIGITAL INDIA:

 To prepare India for a knowledge future.

 On being transformative that is to realize IT (Indian Talent) + IT (Information
Technology) = IT (India Tomorrow).
 Making technology central to enabling change.
 On being an Umbrella Programme – covering many departments.

o The programme weaves together 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.
Each individual element stands on its own, but is also part of the larger picture.
o The weaving together makes the Mission transformative in totality.

 The Digital India Programme will pull together many existing schemes which would be
restructured and re-focused and implemented in a synchronized manner. The common
branding of the programmes as Digital India, highlights their transformative impact.

1.5 NINE PILLARS OF DIGITAL INDIA:

Digital India aims to provide the much needed thrust to the nine pillars of growth areas, namely

 Broadband Highways,
 Universal Access to Mobile Connectivity,
 Public Internet Access Programme,
 e-Governance: Reforming Government through Technology,
 e-Kranti - Electronic Delivery of Services,
 Information for All,
 Electronics Manufacturing,
  IT for Jobs,
 Early Harvest Programmes.

1.6 VISION AREAS:

T
he vision is centered on three key areas

1. Digital infrastructure as Utility to Every Citizen

2. Governance and services on demand
3. Digital empowerment of citizens

Digital infrastructure as Utility to Every Citizen:

 Availability of high speed internet as a core utility for delivery of services to citizens.
 Cradle to grave digital identity that is unique, lifelong, online and authenticable to every
citizen.
 Mobile phone and Bank account enabling citizen participation in digital and financial
space.
 Easy access to a Common Service Centre.
 Shareable private space on a public Cloud.
 Safe and secure Cyber-space.

Governance and services on demand:

 Seamlessly integrated across departments or jurisdictions.

 Services availability in real time from online and mobile platforms.
 All citizen entitlements to be available on the Cloud to ensure easy access.
 Government services digitally transformed for improving Ease of Doing Business.
 Making financial transactions above a threshold, electronic and cashless.
 Leveraging GIS for decision support systems and development.
Digital empowerment of citizens:

 Universal digital literacy.

 All digital resources universally accessible.
 All Government documents/ certificates to be available on the Cloud.
 Availability of digital resources / services in Indian languages.
 Collaborative digital platforms for participative governance.
 Portability of all entitlements for individuals through the Cloud.

1.7 OUTCOMES OF THE EXPANDED DIGITAL INDIA SCHEME:

 6.25 lakh IT professionals will be re-skilled and up-skilled under the FutureSkills
Prime Programme;
 2.65 lakh persons will be trained in information security under the Information Security
& Education Awareness Phase (ISEA) Programme;
 540 additional services will be available under the Unified Mobile Application for New-
age Governance (UMANG) app/ platform. At present over 1,700 services are already
available on UMANG;
 9 more supercomputers will be added under National Super Computer Mission. This is in
addition to 18 supercomputers already deployed;
 Bhashini, the AI-enabled multi-language translation tool (currently available in 10
languages) will be rolled out in all 22 scheduled languages;
 Modernisation of the National Knowledge Network (NKN) which connects 1,787
educational institutions;
 Digital document verification facility under DigiLocker will now be available to MSMEs
and other organisations;
 1,200 startups will be supported in Tier 2/3 cities;
 3 Centres of Excellence in Artificial Intelligence on health, agriculture and sustainable
cities will be set up;
  Cyber-awareness courses for 12 crores college students;

1.8 INFRASTRUCTURE:

Aadhaar: Aadhaar identity platform is one of the key pillars of ‘Digital India’, wherein every
resident of the country is provided with a unique identity or Aadhaar number. The largest
biometrics based identification system in the world, Aadhaar is a strategic policy tool for social
and financial inclusion, public sector delivery reforms, managing fiscal budgets, increase
convenience and promote hassle-free people-centric governance. It is unique and robust enough
to eliminate duplicate or fake identities and may be used as a basis/primary identifier to roll out
several Government welfare schemes and programmes for effective service delivery thereby
promoting transparency and good governance.

BHARAT BROADBAND NETWORK (BBNL): Bharat Broadband Network Limited is a

special purpose vehicle set-up under Companies Act by the Government of India with an
authorized capital of Rs. 1000 cr. It has been mandated to create the National Optical Fiber
Network (NOFN) in India. A total of around 2,50,000 Gram Panchayats spread over 6,600
Blocks and 641 Districts are to be covered by laying incremental fiber.

COMMON SERVICE CENTRES (CSCS): CSC scheme is one of the mission mode projects
under the Digital India Programme. CSCs are the access points for delivery of essential public
utility services, social welfare schemes, healthcare, financial, education and agriculture services,
apart from host of B2C services to citizens in rural and remote areas of the country. It is a pan-
India network catering to regional, geographic, linguistic and cultural diversity of the country,
thus enabling the Government’s mandate of a socially, financially and digitally inclusive society.

1.9 EMPOWERMENT:

AADHAAR ENABLED PAYMENT SYSTEM (AEPS): AEPS is a bank led model which
allows online interoperable financial inclusion transaction at PoS (MicroATM) through the
Business correspondent of any bank using the Aadhaar authentication. It is a payment service
empowering a bank customer to use Aadhaar as his/her identity to access his/ her respective
Aadhaar enabled bank account and perform basic banking transactions like balance enquiry, cash
deposit, cash withdrawal, remittances through a Business Correspondent.

BPO SCHEME: The India BPO Promotion Scheme (IBPS) seeks to incentivize establishment
of 48,300 seats in respect of BPO/ITES operations across the country. It is distributed among
each State in proportion of State’s population with an outlay of Rs. 493 Crore. This would help
in capacity building in smaller cities in terms of infra & manpower and would become basis for
next wave of IT/ITES led growth. This scheme has potential to create employment opportunities
of around 1.5 lakh direct jobs considering three shift operations. It may also create good number
of indirect jobs.

DIGIDHAN ABHIYAAN: The initiative plans to enable citizens and merchants to undertake
real time digital transactions through the DIGIDHAN Bazaar.Through organising DigiDhan
Mela’s across the country, it aims to handhold users in downloading, installing and using various
digital payment systems for carrying out digital transactions.

MYGOV: MyGov platform is a unique path breaking initiative which was launched by the
Hon’ble Prime Minister of India, Shri Narendra Modi. It is a unique first-of-its-kind participatory
governance initiative involving the common citizen at large. The idea of MyGov brings the
government closer to the common man by the use of online platform creating an interface for
healthy exchange of ideas and views involving the common citizen and experts with the ultimate
goal to contribute to the social and economic transformation of India.

NATIONAL MISSION ON EDUCATION USING ICT: The National Mission on Education

through Information and Communication Technology (NMEICT) has been envisaged as a
Centrally Sponsored Scheme to leverage the potential of ICT, in teaching and learning process
for the benefit of all the learners in Higher Education Institutions in any time anywhere mode. It
is a landmark initiative of the Ministry of Human Resource Development to address all the
education and learning related needs of students, teachers and lifelong learners.

NORTH EAST BPO PROMOTION SCHEME (NEBPS): The North East BPO Promotion
Scheme (NEBPS) has been approved under Digital India Programme, to incentivize BPO/ITES
Operations in North East Region (NER) for creation of employment opportunities for the youths
and growth of IT-ITES Industry. The objectives of NEBPS are as under:

(i) Creation of employment opportunities for the local youth in NER, by promoting the IT/ITES
Industry particularly by setting up the BPO/ITES operations.

(ii) Promotion of investment in IT/ITES Sector in NER in order to expand the base of IT
Industry and secure balanced regional growth.

NREGA-SOFT: NREGA-SOFT envisions implementing e-Governance across State, District

and three tiers of Panchayati Raj Institutions. It empowers the common man using the
information technology as a facilitator. NREGA-SOFT provides information to citizen in
compliance with the right to information Act (RTI Act). It makes available all the documents like
Muster Rolls, registration application register, job card/employment register/muster roll issue
register, muster roll receipt register which are hidden from public otherwise.

OPENFORGE: OpenForge is the Government of India’s platform for open collaborative

development of e-governance applications. Through this platform, the government wants to
promote the use of open source software and promote sharing and reuse of e-governance related
source code. OpenForge has the following objectives: -To provide a platform for maintaining
code repositories and version control for government source code -To promote a culture of open
collaborative application development between public agencies and private organizations,
citizens and institutions -To reduce development cycles and fasten the rollout of e-governance
applications in the country -To deliver e-governance services and solutions of higher quality and
security through increased transparency and mass peer review -To reduce e-governance project
cost and bring down total cost of ownership through a system of reuse, remixing and sharing.

PAHAL (DBTL): The PAHAL (DBTL) aims to reduce diversion and eliminate duplicate or
bogus LPG connections. The scheme was earlier launched in 2013 and was modified in 2015.
Under the PaHaL scheme, LPG cylinders are sold at market rates and entitled consumers get the
subsidy directly into their bank accounts. This is done either through an Aadhaar linkage or a
bank account linkage.
“THE DIGITAL INDIA PROGRAMME IS A FLAGSHIP PROGRAMME OF THE
GOVERNMENT OF INDIA WITH A VISION TO TRANSFROM INDIA INTO A
DIGITALLY EMPOWERED SOCIETY AND KNOWLEDGE ECONOMY”.

CHAPTER--2
REVIEW OF LITERATURE
1. Padam Bhushan et al (2017) examined that the context discusses various aspects of digital
marketing, including its concept, importance, prospects, and challenges. It highlights the
distinction between digital marketing and internet marketing, emphasizing that digital marketing
is a broader concept that encompasses various channels such as social media, email marketing,
and search engine optimization.

The review also mentions the rapid growth of internet marketing and its impact on traditional
marketing methods. It highlights the role of technology in shaping the business landscape and the
importance of digital content in today's world. The key characteristics of digital content, such as
information recombination, transparency, course correspondence, speed, and zero immaterial
cost, are also discussed.

Furthermore, the review touches upon the importance of digital marketing for businesses, as it
allows them to reach a larger audience and engage with customers more effectively. It also
discusses the challenges faced by businesses in adopting digital marketing strategies, such as the
need for specialized skills and the constantly changing digital landscape.

Overall, the literature review provides a comprehensive overview of digital marketing and its
significance in today's business world.
 2. Rashmi Maini et al (2021) examined that the context discusses the impact
of factors related to teacher-student preparedness on students' engagement and satisfaction in
online classes. The primary dimensions of teachers' preparedness include self-efficacy,
technology readiness, and structured approach. Students' online readiness includes technology
readiness and self-efficacy, as well as ensuring students' engagement and motivation towards
online classes. The review also highlights the importance of both teachers and students being
fully prepared and ready to accept the challenges of real-time interaction in online classes. The
literature review cites various sources, such as Collis (1995), Cyrs (1997), Desanctis and
Sheppard (1999), Dillon and Gunawardena (1995), Falk and Miller (1992), Fornell and
Bookstein (1982), Freire (2005), Frey and Fontana (1991), and Geisser (1975), among others.

3. Anli Suresh and N. Jannifer Rani (2021) examined that the context discusses the shift from
cash transactions to cashless transactions, highlighting the benefits of digital payment services. It
also mentions the various studies conducted on digital transactions, their future scope, risks
involved, and the latest innovations in the field. However, the review emphasizes that there are
only a few studies focusing on consumer's perspectives and adaptation towards digital
transactions. The study aims to investigate consumer insights on digital transactions among
digital users and identify various variables concerning digital transactions and consumer's
insights towards the digital economy.

4. Nyenshu Seb Rebgma et al (2023) examined that the context discusses brief overview of the
study. The study titled "Machine learning-based digital mapping of soil organic carbon and
texture in the mid-Himalayan terrain" by Nyenshu Seb Rengma, Manohar Yadav, Justin George
Kalambukattu, and Suresh Kumar, published in Environ Monit Assess in 2023, focuses on using
machine learning techniques to map soil organic carbon and texture in the mid-Himalayan
region. The authors aim to develop a digital mapping tool that can help predict and manage soil
health in this area.
5. V. Sreekanth P and B. Kiran k (2022) examined that the context the study aimed to assess
how digital financial services influence the profitability of Indian banks. The study aimed to
assess how digital financial services influence the profitability of Indian banks. Panel data
regression was employed, considering 44 banks over an eight-time period. Significant Impact:
The coefficient of digital financial services variables was found to be significant. This implies
that embracing digital banking facilities could enhance the financial performance of banks. This
research underscores the importance of digitalization in shaping the future of banking in India.

6. Malik et al. (2021) explores the effects of artificial intelligence (AI) on employees within
organizations operating in the context of Industry 4.0. The authors delve into how the integration
of AI technologies affects various aspects of employees' work and their overall experience within
the organization. On the positive side, AI technologies are often seen as enhancing productivity,
streamlining processes, and enabling employees to focus on more value-added tasks. They may
also discuss theoretical frameworks and models used to understand these dynamics, as well as
practical implications for organizations seeking to implement AI technologies while ensuring the
well-being and engagement of their workforce

7. Souza et al. (2021) The article likely begins with an exploration of the importance of public
interest and engagement in national parks, highlighting their ecological, recreational, and cultural
significance. Previous studies may have shown that public visitation plays a crucial role in park
management, conservation efforts, and local economies. The authors likely review existing
literature on the impacts of external factors, such as economic downturns, natural disasters, and
health crises, on public interest and visitation patterns in national parks. COVID-19, being a
global pandemic, has undoubtedly had unprecedented effects on travel behavior and tourism
worldwide. Studies on the immediate impacts of COVID-19 on national parks may reveal
declines in visitation rates, revenue losses, and disruptions to park management activities.
However, the authors may also discuss emerging trends and responses, such as virtual tours,
increased interest in outdoor recreation, and shifts in visitor demographics.
8. Vinod et al (2024) examined that the digital hoarding behavior and its significance in the
context of modern digital environments. Discuss the prevalence of digital hoarding behavior and
its potential impacts on individuals' well-being and digital clutter management. Introduce the
dual-factor theory and regret theory as theoretical frameworks for understanding digital hoarding
behavior. Explain how these theories provide insights into the motivators and inhibitors of digital
hoarding behavior, including the role of positive and negative reinforcements. Identify gaps in
the literature and propose directions for future research, such as longitudinal studies, cross-
cultural comparisons, and interdisciplinary approaches. Suggest areas for theoretical refinement
and empirical investigation to advance understanding of digital hoarding behavior and its
implications for individuals and society.

9. wazid et al (2023) examined that the Defining fog computing and its applications in
healthcare, highlighting its role in enabling real-time data processing, reducing latency, and
improving scalability in healthcare systems. Review existing literature on security challenges
specific to fog computing in healthcare environments, such as data privacy, confidentiality,
integrity, and availability. Summarize empirical studies and case examples illustrating the
application and effectiveness of AI-enabled secure communication mechanisms in real-world fog
computing-based healthcare deployments. This outline provides a structured framework for
conducting a literature review on the topic of AI-enabled secure communication mechanisms in
fog computing-based healthcare, integrating theoretical perspectives, empirical evidence, and
practical implications.

10. Bhushan and padam (2017) examined that for this record likely covers a comprehensive
analysis of existing scholarly works and research findings related to digital marketing. It may
include discussions on the evolution of digital marketing, its significance in contemporary
business practices, and its various components such as internet marketing, digital media usage,
and the role of marketplaces. Additionally, the literature review may explore the effectiveness of
digital marketing strategies in enhancing business performance, customer engagement, and brand
visibility. Moreover, it might discuss the challenges and limitations associated with
implementing digital marketing initiatives, such as technological barriers, competition, and
changing consumer behavior. The review is expected to synthesize previous studies, identify
gaps in the literature, and provide a foundation for the current study's research objectives and
methodology.

11. Shilpa Agarwal et al examined that how the adoption and integration of digital payment
systems have influenced the financial performance of HDFC Bank. It may include an in-depth
analysis of financial indicators such as return on assets, operating profit margin, return on equity,
and earnings per share in the context of HDFC Bank's digital payment strategies. The study
might assess the impact of digital payment initiatives on revenue generation, cost efficiency, and
overall profitability. Additionally, it may discuss the implications of these findings for HDFC
Bank's competitive position within the banking industry and provide insights for other financial
institutions looking to leverage digital payment technologies. The article can be accessed through
the provided link on the Springer Nature Journals platform.

12. Nyenshu et al (2023) examined that Environmental Monitoring & Assessment, presents a
study on the use of machine learning techniques for digital mapping of soil organic carbon and
texture in the mid-Himalayan region. It focuses on digital soil mapping methods, particularly in
mountainous terrains, and discusses the environmental impact analysis related to soil carbon
content. The study employs machine learning algorithms to analyze soil data and create detailed
maps of soil properties, particularly focusing on carbon content, which is crucial for
understanding soil health and environmental sustainability. The research contributes to the
advancement of soil mapping techniques and provides valuable insights for environmental
monitoring and assessment in mountainous regions like the Himalayas.

13. Abhiraj Malia et al (2023) examined that explores the influence of digital marketing on
customer perception, particularly regarding the ease of banking transactions during the COVID-
19 pandemic, focusing on the Omicron variant. The study likely examines how internet
marketing strategies employed by banks have affected customer perceptions and behaviors
towards online banking services during the pandemic. It delves into the challenges and
opportunities faced by the banking industry in leveraging digital marketing to enhance customer
experience and satisfaction amid the COVID-19 crisis. The research contributes insights into the
evolving dynamics of online banking adoption and customer preferences in the context of the
Omicron variant.
14. Manimay and Ghosh (2024) examined that the Journal of Science and Technology Policy
Management, presents an empirical investigation into the reasons behind consumers' reluctance
to adopt mobile payments in a developing economy. It likely explores factors such as trust,
security concerns, usability issues, and cultural factors that influence consumers' attitudes
towards mobile payments. The study may provide insights into the challenges faced by
businesses and policymakers in promoting mobile payment adoption in developing economies,
where cashless payments are still emerging. By examining consumer perceptions and behaviors,
the research contributes to understanding the dynamics of digital payment adoption and offers
implications for improving mobile payment systems and strategies in developing economies.

15. Prashant Raman et al (2021) examined that the International Journal of Bank Marketing,
conducts a structural analysis to examine the factors influencing the continuance intention of
mobile payment systems in India. It likely investigates various antecedents such as attitude, ease
of use, perceived risk, service quality, social value, perceived trust, effort expectancy,
satisfaction, and convenience that impact consumers' decision to continue using mobile payment
systems. The study contributes to understanding the determinants of mobile payment adoption
and usage behavior in the Indian market, providing valuable insights for marketers,
policymakers, and businesses aiming to enhance mobile payment services.

16. Gautam Agrawal et al (2021) examined that the International Journal of Information and
Learning Technology, presents an exploratory study on students' engagement and satisfaction
with virtual classes during the COVID-19 pandemic. It likely investigates how digital-native
students perceive and interact with virtual learning environments, considering factors such as
engagement, satisfaction, and the effectiveness of online teaching methods. The study may
explore innovative teaching approaches, synchronous online learning experiences, and the
challenges faced by educational institutions in transitioning to virtual classes. By examining
students' perspectives, the research provides insights into optimizing distance learning platforms
and enhancing the overall quality of online education.
17. Jain et al (2022) examined that an Management Decision, investigates the use of digital
tools and technologies to foster collaboration in Corporate Social Responsibility (CSR) learning
during the COVID-19 pandemic. It likely explores how mentor universities leverage digital
platforms to facilitate knowledge exchange and learning experiences among students in CSR-
related initiatives. The study may examine the effectiveness of digital tools in promoting
collaborative learning, enhancing student engagement, and facilitating interactions between
universities and corporate partners. By applying the resource-based view framework, the
research aims to understand the role of digital technologies in optimizing CSR education and
fostering meaningful partnerships in a virtual environment.

18. Debarun Chakraborty and Wendrila Biswas (2019) examined that the impact of Digital
India initiatives on Indian society. It likely discusses various aspects such as technological
innovations, digitization efforts, and synchronization of digital platforms in the context of India's
economy, particularly focusing on developments since 1991. The case study may analyze the
role of government policies, including those led by Prime Minister Narendra Modi, in promoting
digitalization and its implications for societal transformation. By exploring the intersection of
digital technology and Indian society, the research sheds light on the opportunities and
challenges arising from the Digital India campaign.

19. Anil Suresh et al (2021) examined that the International Journal of Global Business in
December 2021, provides insights into the adoption of online payment applications by digital
Indian customers. It likely explores consumer behavior, preferences, and factors influencing the
adoption of electronic wallets and other online payment methods in India. The study may
examine issues such as security concerns, convenience, trust in payment platforms like Google
Pay, and the shift away from traditional cash transactions. Additionally, the research might
discuss the impact of online payments on the informal sector and its implications for financial
inclusion and transparency in the Indian economy.
20. Sharma et al (2023) examined that the Journal of Enterprise Information Management,
explores the relationship between enterprise social media usage and organizational learning
capability. It likely investigates how the utilization of enterprise social media platforms impacts
organizational learning, considering factors such as social capital and informal learning
processes. The study may examine the mediated moderation effect of social capital on the
relationship between enterprise social media and organizational learning, as well as the role of
informal learning in facilitating knowledge sharing and collaboration within the organization. By
analyzing these dynamics, the research contributes to understanding the potential of enterprise
social media as a tool for fostering learning and knowledge exchange within organizations.

21. Aasif Ahmad Mir et al (2022) examined that Library Hi Tech in 2022, investigates the
public perception of COVID-19 vaccines based on sentiments expressed on Twitter. The study
likely analyzes tweets to identify positive, neutral, and negative sentiments towards COVID-19
vaccines, providing insights into the public opinion landscape regarding vaccination efforts
during the pandemic. By examining digital footprints on Twitter, the research aims to understand
the attitudes, concerns, and discussions surrounding COVID-19 vaccination within the online
community. The article contributes to the understanding of how social media platforms like
Twitter can serve as valuable sources of data for gauging public sentiment and informing public
health communication strategies.

22. Keshab Ray and Meenakshi Sharma (2019) examined that an International Journal in
2019, presents a qualitative study examining the challenges and strategies of Indian IT
organizations in establishing global branding. It likely explores factors such as brand strength,
benchmarking against global competitors, and strategic approaches employed by Indian IT firms
to enhance their global presence and competitiveness. The study may involve interviews or focus
groups with industry experts and executives to gain insights into the unique challenges faced by
Indian IT organizations in the global market and the strategies adopted to overcome them. By
providing a deeper understanding of the branding dynamics in the IT sector, the research
contributes to knowledge about the global expansion strategies of Indian companies.
23. Marirajan Murugan and M. N. Prabadevi (2023) examined that The article titled "Impact
of Industry 6.0 on MSME Entrepreneur's Performance and Entrepreneur's Emotional Intelligence
in the Service Industry in India" in the Environmental & Social Management Journal in 2023,
examines the effects of Industry 6.0 on the performance of MSME (Micro, Small, and Medium
Enterprises) entrepreneurs and their emotional intelligence in the service industry in India. It
likely explores how advancements in robotics, automation, and sustainability initiatives
associated with Industry 6.0 impact the operational efficiency and emotional intelligence of
entrepreneurs in the service sector. The study may involve empirical research or case studies to
analyze the relationships between Industry 6.0 technologies, entrepreneurial performance, and
emotional intelligence, providing insights into the evolving landscape of entrepreneurship in the
context of digital transformation.

24. Shinu Mullappallykayamkulath and Munavver Azeem (2022) examined that "Digital
Financial Literacy and its Impact on the Financial Behavior of Millennials: An Empirical
Investigation" in the International Journal of Financial Management in 2022, conducts an
empirical investigation into the relationship between digital financial literacy and the financial
behavior of millennials. It likely explores how millennials' proficiency in digital literacy,
financial literacy, and computer literacy influences their financial planning and decision-making
processes. The study may analyze the impact of digital transformation on financial behaviors,
especially considering the context of the COVID-19 pandemic. By examining these
relationships, the research provides insights into the importance of digital financial literacy
education and its implications for promoting financial well-being among millennials in India.

25. Urvashi Tandon et al (2022) examined that in Engineering Construction & Architectural
Management, explores the factors influencing the adoption of e-learning among undergraduate
architecture students. It likely investigates both facilitators and inhibitors that affect students'
willingness to engage with digital learning platforms. The study may involve qualitative and
quantitative methods such as exploratory factor analysis to identify key factors contributing to e-
learning adoption, as well as barriers hindering its acceptance. The research aims to provide
insights into improving the effectiveness and accessibility of online education for undergraduate
architecture students in India.
26. Meenakshi Handa and Shruti Gupta (2020) examined that the Journal of Indian Business
Research, examines the relationship between brand-cause fit and behavioral intentions in digital
cause-related marketing campaigns. It likely explores how the alignment between a brand and a
social cause affects consumers' purchase intentions and participation efforts in digital cause-
related marketing initiatives. The study may investigate factors such as word-of-mouth effects,
consumers' attitudes towards the brand and the cause, and their willingness to participate in
campaigns. By analyzing these relationships, the research aims to provide insights into designing
effective digital cause-related marketing strategies that resonate with consumers and drive
positive behavioral outcomes.

27. Sumitha K (2022) examined that the International Journal of Business Analytics &
Intelligence in 2022, conducts a comparative analysis between artificial intelligence (AI) in
marketing and traditional marketing methods. It likely explores how AI technologies, such as
deep learning and machine learning, are transforming marketing strategies, particularly in
internet marketing. The study may analyze the effectiveness, efficiency, and outcomes of AI-
driven marketing approaches compared to traditional marketing techniques. By examining these
aspects, the research aims to provide insights into the advantages and limitations of AI in
marketing and its impact on marketing strategy development and implementation.

28. Vandana Ahuja and Shirin Alavi (2018) examined that the Journal of Relationship
Marketing in 2018, investigates the use of Facebook as a digital tool to build trust among
consumers, focusing on the case of Jet Airways. The study likely employs netnography and
social media analytics to analyze Jet Airways' Facebook presence, content marketing strategies,
and their impact on consumer trust. It may examine factors such as engagement, sentiment
analysis, and user-generated content to assess the effectiveness of Jet Airways' Facebook
marketing efforts in fostering trust among consumers. By exploring these dynamics, the research
contributes insights into the role of social media in relationship marketing and brand-consumer
interactions in the airline industry.
29. Ali Abdallah Alalwan (2021) examined that the article “Et-moone and marketing
relationship governance: The effect of digital transformation and ICT during the COVID-19
pandemic" in Industrial Marketing Management, examines the impact of digital transformation
and information and communication technology (ICT) on Et-moone (the governance of
marketing relationships) during the COVID-19 pandemic. The study likely employs structural
equation modeling and conceptual models to analyze the relationship between digital technology
adoption, marketing relationship governance, and the challenges and opportunities faced by
organizations in Jordan and Saudi Arabia during the pandemic. By exploring these dynamics, the
research contributes to understanding how organizations adapt their marketing strategies and
relationship governance practices in response to digital transformation and the COVID-19 crisis.

30. Praveen Kumar Malik et al (2022) examined that in Computers & Industrial Engineering
in March 2022, explores the concept of "Village 4.0," which involves the digitalization of rural
areas using smart Internet of Things (IoT) technologies. The study likely discusses the
integration of IoT devices, edge computing, and communication infrastructure to transform
villages into smart and sustainable communities. It may examine the role of green infrastructure,
the concept of smart cities, and the relevance of digital technology in bridging the urban-rural
divide. Additionally, the article may discuss the potential impact of Village 4.0 initiatives on
achieving sustainable development goals outlined by the United Nations.

31. Asif Khan (2019) examined that the International Journal of Knowledge Management &
Practices in 2019, explores the impact of technology on journalism, focusing on the concept of
"Digital Clout." It likely discusses how advancements in technology, particularly the internet,
have transformed the field of journalism, enabling new forms of storytelling and audience
engagement. The study may analyze the influence of digital platforms, social media, and creative
nonfiction techniques on journalistic practices and the dissemination of information.
Additionally, the article may propose a working model or framework called "Digital Clout" to
conceptualize and understand the evolving landscape of journalism in the digital age.
32. Mona Farid Badran (2018) examined that the economic consequences of data localization
policies in five African countries. It likely analyzes the effects of data localization regulations on
various aspects such as international trade, economic policy, and cloud computing. The study
may employ methodologies like the Global Trade Analysis Project (GTAP) to assess the impact
of data localization on trade flows and economic growth in the selected countries. By exploring
these dynamics, the research contributes to understanding the implications of data governance
policies on economic development and international trade relations in the African context.

33. Anil Kumar et al (2021) examined that The International Journal of Logistics Management
in 2021, examines the influence of Industry 4.0 (I4.0) technologies and their interoperability on
supply chain performance, with a focus on building resilience post-COVID-19. The study likely
explores how the integration and alignment of I4.0 technologies such as automation, data
analytics, and IoT (Internet of Things) impact supply chain processes and performance metrics.
It may also discuss strategic approaches for leveraging I4.0 technologies to enhance supply chain
resilience, sustainability, and process performance in the face of disruptions like the COVID-19
pandemic. By analyzing these factors, the research provides insights into future pathways for
supply chain management and resilience in the context of digital transformation and global
crises.

34. Asha Kaul (2015) examined that the article titled "Social Media: The New Mantra for
Managing Reputation" published in Vikalpa: The Journal for Decision Makers, discusses the
significance of social media in reputation management for businesses. Carroll, it likely explores
how businesses utilize social media platforms to manage their reputation among stakeholders,
including consumers and investors. The article may discuss strategies, case studies, and best
practices for leveraging social media effectively to build and maintain a positive reputation in the
digital age.
35. Neeraj Bhano et al (2023) examined that in Benchmarking: An International Journal in
2023, presents a sustainable economic revival plan for the post-COVID-19 period, focusing on a
developing economy context. The study likely utilizes a machine learning approach to develop
and analyze economic revival strategies in the wake of the pandemic. It may explore the
application of digital transformation and technology, particularly machine learning, to formulate
effective policies and interventions for economic recovery. The case study conducted in India
provides insights into the challenges and opportunities faced by developing economies during the
post-pandemic period. The article aims to contribute to the discourse on sustainable economic
development and resilience in the face of global crises.

36. Moses Jayakumar et al (2018) examined that The study "Indians’ Choice of Payment
Mode(s): A Study Based on the Impact of Demonetization, the impact of demonetization on
Indians' preferences for different payment modes. The study likely investigates factors such as
cash, cards, and digital payments, considering aspects like pricing, transaction charges, privacy,
and security. It may utilize logistic regression analysis to understand the determinants
influencing individuals' payment mode choices in the post-demonetization period. By analyzing
these factors, the research aims to provide insights into the changing landscape of payment
preferences in India following the demonetization initiative.

37. Kirti Verma et al (2022) examined that the 2nd International Conference on Advance
Computing and Innovative Technologies in Engineering (ICACITE). The study likely explores
the effects of the COVID-19 pandemic on trade in India, focusing on the utilization of digital,
Internet of Things (IoT), and Artificial Intelligence (AI) techniques. It may investigate how these
technologies have been employed to address challenges and adapt to the changing trade
landscape during the pandemic. The paper may discuss various aspects such as digital
transformation, ecosystem changes, human factors, and the impact on buying behavior and
digital marketing strategies. The research could provide insights into the transformations
occurring in the trade sector due to the pandemic and the role of technology in mitigating its
effects.
38. Kishori Shekokar and Arvind Kumar Pandey (2023) examined that the 3rd International
Conference on Advance Computing and Innovative Technologies in Engineering (ICACITE).
The study likely investigates the impact of the COVID-19 pandemic on various industries in
India, focusing on the utilization of digitalization, Internet of Things (IoT), and Artificial
Intelligence (AI) techniques. It may explore how these technologies have been leveraged to
address challenges posed by the pandemic and to facilitate the adaptation and resilience of
industries in India. The paper may delve into topics such as changes in consumer behavior,
transformations in advertising and marketing strategies, and the role of digital marketing in
navigating through the pandemic-induced disruptions. The research could provide insights into
the effects of the pandemic on different sectors and the strategies employed for recovery and
transformation.

39. K. Maran et al (2022) examined that the 1st International Conference on Computational
Science and Technology (ICCST). The study likely explores the role of business analytics in
fostering the growth of digital businesses in India. It may investigate how business analytics,
along with big data technologies, are utilized across various sectors such as government,
insurance, medical services, telecommunications, and manufacturing to drive productivity and
innovation. The research could provide insights into the strategies and techniques employed in
leveraging business analytics to enhance decision-making, optimize operations, and create value
in the Indian digital business landscape.

40. S. Prabu et al (2021) examined that the International Conference on Computing Sciences
(ICCS). The study likely investigates the interplay between the Internet of Things (IoT), digital
business, economic growth, and human resource management. It may explore how the adoption
of IoT and digital business strategies influences economic productivity, particularly in the
context of the global economy and the challenges posed by the COVID-19 pandemic.
Furthermore, the research may examine the implications of digitalization on human resource
management practices, including workforce productivity, employment dynamics, and
organizational strategies for talent management.
41. Prasanna Kulkarni et al (2022) examined that the International Conference on Innovation and
Intelligence for Informatics, Computing, and Technologies (3ICT). This study likely examines
the effects of the International Financial Reporting Standards (IFRS) adoption on the financial
performance and reporting practices within the Indian telecommunications sector. It may
investigate how the implementation of IFRS regulations influences various financial metrics and
ratios used by telecom companies to assess their financial health and performance. Additionally,
the research might explore the challenges and opportunities encountered by stakeholders,
including regulators, companies, and investors, during the transition to IFRS reporting standards.

42. Praveenadevi D et al (2023) examined that the paper titled "Impact of Digitalization on
Sustainable Supply Chain Management. This study likely investigates the influence of
digitalization on sustainable supply chain management practices. It may explore how digital
technologies such as digital communication, computing, and automation impact various aspects
of supply chain operations, including logistics, production, and employee welfare. The research
may also analyze the role of digitalization in enhancing supply chain sustainability, such as
reducing carbon emissions, promoting green products, and addressing challenges posed by
globalization.

43. Ramirez-Asis et al (2022) examined that the presented at the 2nd International Conference
on Advance Computing and Innovative Technologies in Engineering (ICACITE). This study
likely provides a conceptual analysis of how big data analytics influences the transformation of
digital marketing practices. It may explore various aspects such as the role of big data in real-
time systems, knowledge management, automatic assistance, data acquisition, processing,
management, interpretation, and security. Additionally, the paper may delve into the application
of algorithms and statistical techniques like data wrangling, imputation, supervised learning,
classification, regression, and clustering in the context of digital marketing. The authors may also
discuss the challenges and opportunities associated with using big data analytics in digital
marketing and propose strategies for leveraging big data effectively while ensuring data
protection and security.
44. Gupta and Kulkarni (2023) examined that the International Conference on Technology and
Information Management (SICTIM). This study likely focuses on how the Internet of Things
(IoT) is driving digital transformation within the Banking, Financial Services, and Insurance
(BFSI) sector. It may discuss various aspects such as the integration of IoT devices and sensors
in BFSI operations, the use of IoT data for risk management and decision-making, and the
impact of IoT on customer experience and service delivery. Additionally, the paper may explore
challenges and opportunities associated with IoT-driven digital transformation in BFSI and
propose strategies for successful implementation.

45. Nirjhar Nigam et al (2020) examined that the factors that influence digital startups' access
to venture capital financing, with a focus on India. the article may include: Examination of the
criteria used by venture capitalists to evaluate digital startups for financing. Analysis of the role
of human capital, such as the founders' qualifications and work experience, in signaling the
quality of digital startups to potential investors. Exploration of unique challenges and
opportunities faced by digital startups in emerging markets like India in accessing venture
capital. Discussion of the implications for policymakers, investors, and entrepreneurs seeking to
foster the growth of digital startups and innovation ecosystems. The study likely employs
empirical research methods, such as surveys, interviews, or statistical analysis, to gather data and
draw conclusions about the relationship between various factors and the likelihood of digital
startups securing venture capital financing.
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26. Khan and Asif (2019), “INFLUENCE OF TECHNOLOGY ON JOURNALISM - WORKING

MODEL "DIGITAL CLOUT", International Journal of Knowledge Management & Practices. Vol.
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28. Frederik, Guilherme F. Kumar, Vikas Garza-Reyes, Jose Arturo Kumar, Anil Agrawal and
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30. Bhanot, Neeraj, Ahuja, Jaya, Kidwai, Humaid Imran Nayan, Ankit Bhatti and Rajbir S
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31. Moses Jayakumar, Harvey Antony Gupta and Deepak (2019), “Indians’ Choice of Payment
Mode(s): A Study Based on the Impact of Demonetization”, Information and Communication
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32. Verma, Kirti Sundararajan, M. Mangal, Adarsh Ray, Samrat Kumar and Ashok (2022), “The
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(ICACITE) Advance Computing and Innovative Technologies in Engineering (ICACITE), 2022
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33. Shekokar, Kishori Pandey and Arvind Kumar (2023), “Effect of Covid-19 on India's Industry
with Digitalization, IoT, and AI Techniques”, 2023 3rd International Conference on Advance
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Innovative Technologies in Engineering (ICACITE), 2023 3rd International Conference
on. :2132-2136 May, 2023. URL: https://search-ebscohost-com.egateway.vit.ac.in/login.aspx?
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34. Maran, K. Senthilnathan, C.R. Usha and S. Venkatesh, P (2022), “Business Analytics
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(ICCST), 2022 1st International Conference on. :497-500 Nov, 2022. URL: https://search-
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35. Prabu, S. Tripathi, Amrendra Kaur, Kamaljeet Krishna, Muddada Murali Bora, Ashim Hasan
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Comprehensive Study of Internet of Things and Digital Business on the Economic Growth and
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36. Kulkarni, Prasanna Chirputkar, Abhijit Pathak and Pankaj (2022), “Financial Impact of IFRS
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for Informatics, Computing, and Technologies (3ICT), 2022 International Conference on. :203-
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39. Gupta, Divyansh Kulkarni and Prasanna (2023), “Internet of Things (IOT) Driven Digital
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42. Sharma, Shuchi Goel and Ankur (2022), “DIGITAL PAYMENTS THREATS AND RISK
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43. Singh and Nripendra (2022), “USE OF DIGITAL TECHNOLOGY TO TEACH

INTERNATIONAL MARKETING: TRANSNATIONAL MARKETING PROJECT”,
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