ROLE OF NPCI IN PROMOTING CASHLESS TRANSACTIONS: MARKETING PERSPECTIVE

This study explores the impact of technological advancements and regulatory support on marketing efficiency in promoting digital payment platforms in India with focusing on National Payment Corporation of India (NPCI). Using a quantitative approach, data from surveys and secondary sources were analyzed through statistical methods. Findings indicate that the success of digital payment platforms such as UPI, IMPS, etc. has strengthened the regulatory framework and user-friendly platforms. Government policies, clear guidelines and user-focused initiatives play a key role in making digital payments more accessible and trusted by the public.