BUILDING FINANCIAL BRIDGES THROUGH DIGITAL CHANNELS AMONG THE YOUTH OF HIMACHAL PRADESH

Digital platforms have altered business, communication, and client engagements. These platforms, which boost efficiency and innovation across industries, are vital to the global economy. Digital financial services have substantially boosted financial inclusion, yet consumers still struggle to access, afford, and feel comfortable utilizing them. Cyber security, digital literacy, and regulatory frameworks must be addressed to maximize financial inclusion. The most marginalized communities, who often face additional barriers to financial services, need targeted measures. Digital platforms can improve financial inclusion in Himachal Pradesh, notably by overcoming geographical and infrastructural barriers, according to studies. However, digital literacy, infrastructure, and technology access must be improved to realize this promise. Further research and policy attention are needed to distribute digital financial services benefits across the state. Despite advances, the studies reveal that particular steps are needed to address remaining issues, such as cyberspace risks and digital literacy gaps. This study answers specific questions about how familiar youth are with digital platforms, how they use them, their key experiences, opportunities, and threats, and how different digital platforms are contributing to financial inclusion among youth in Himachal Pradesh. This study is specific to Himachal Pradesh using quantitative and qualitative methodologies to collect data from a random sample of 836 respondents using online surveys, interviews, and focus groups. Data has been synthesized using descriptive statistical toolslike frequency distribution, percentage, arithmetic mean and standard deviation. After then, demographic characteristics, particularly age of the respondents has been used to cross-tabulate the associations. The hypotheses were examined using Chi-Square Test of Independence and ANOVA/F-test. The study reveals that the modern digital channelshave an important contribution in promotion of financial inclusion among youth, particularly for those aged 18-24 years, who are the most engaged and benefit the most from digital financial services. Despite high levels of satisfaction with the speed, convenience, and security of these platforms, challenges such as poor internet connectivity, security concerns, and lack of awareness persist, especially in rural areas. While digital platforms have improved financial access for all age groups, the study suggests they are not yet a complete replacement for traditional banking services, indicating the need for further improvements in infrastructure, financial literacy, and trust to attain financial inclusion to the fullest extent among the youth.