EXPLORING THE ROLE OF DIGITALISATION ON PERFORMANCE OF MSMEs: A FOCUS ON COIMBATORE's INDUSTRIAL SECTOR

In today's digital age, digital transformation is indispensable for any organization that wants to remain competitive. Digital transformation enables organizations to improve their efficiency, productivity, customer experience, and competitive advantage. In today's fast-paced and technologically-driven corporate climate, digital transformation has emerged as critical component for the development and sustainability of MSMEs. This study explored the role of digitalization on the performance of Micro, Small, and Medium Enterprises (MSMEs) in Coimbatore's industrial sector. As digital transformation becomes increasingly vital for business sustainability and growth, this research investigates how digital tools and technologies are being adopted by MSMEs in Coimbatore, a region known for its vibrant industrial base. The study assessed the impact of digitalization on various performance metrics, including operational efficiency, market expansion, customer engagement, and overall profitability. By analysing data collected from MSMEs across different industries, the research identified the impact of digital transformation on business performance of MSMEs.