Challenges and Opportunities in Marketing Fintech Products to Rural and Semi-Urban Investors in India: A Systematic Literature Review

This study presents a systematic literature review on the challenges and opportunities in marketing Fintech products in rural and semi-urban investors in India. Through use of the PRISMA framework alongside TCM and ADO methodologies, this review analyses the current literature on the research topic to determine barriers like infrastructure issues and low financial literacy and highlights opportunities for regulatory support and innovation. The findings imply the critical role played by cultural factors and technology to enhance financial inclusion and inform on relevant applicable strategies for Fintech companies to aim at engaging underserved markets.