Abstract
The voice of Amitabh Bachchan echoing through the bustling streets of a busy market, not from televisions, but from tiny audible devices announcing Unified Payments Interface (UPI) payment confirmations, stands as a testament to India’s remarkable strides in digital transaction penetration. From a consumer’s perspective, UPI provides seamless, secure, and cost-effective digital payments with wide acceptance, and enhanced convenience. But what about the merchants’ perspective? How have UPI technology and soundboxes changed their business operations and practices? This case study delves into the experiences of merchants who have adopted UPI, focusing on its role in advancing financial inclusion, fostering a digital ecosystem, and promoting a cashless economy.
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