Awareness analysis of online peer-to-peer lending services amongst Indian MSMEs

Online peer to peer (P2P) lending is a form of digital lending that connects the borrowers and the lenders to help mobilize funds with the help of an online lending platform without the intermediation of traditional intermediaries such as banks. The empirical study aims to identify the awareness regarding the existence of p 2 p lending platforms amongst the Indian SMEs. The study used a self-structured questionnaire to collect the data on a sample of two hundred respondents. The findings of the study reveals that there is a limited awareness about the existence of P2P lending amongst Indian SMEs and majority of them are not even aware of the p 2 p lending as a mode of financing. Moreover, the awareness level varies based on Gender and location. The finding of the study have significant implications for the platform manager’s as it will increase their understanding about the current status of awareness about p 2 p lending amongst the SMEs which will help them to design specific marketing strategies to reach the large base of Indian SMEs. Additionally, the study will help regulators and policymakers frame the policies and regulations that will support the healthy development of peer-to-peer lending as a substitute source of funding for small and medium-sized enterprises.