• Sandhya M
• Dr. Anjali Ganesh
• Roopesh

The banking system in India is beaming through reforms and shifts which is providing a new horizon to the entire banking industry. The prime motive of the industry has been providing a world class facility and services to the customers and to be a prime contributor in the economical development of the nation. The most talked over phenomenon towards this step is the concept of banks going online. The entire shift from offline to online platform has taken a centre stage in the modern banking reforms. The whole concept of digital banking seems to seep in the system effortlessly as the industry is going through the shift. With the growing popularity the growth of the online and digital wallet systems has increased drastically. The study focuses on the usage and adaptation of UPI in the rural areas. The study focuses on the 236 samples chosen from Patrame Village in Dakshina Kannada, Karnataka, India. The data collected were analysed using percentile analysis, cross tabulation and Chi-sqaure. The study focuses on the variables like security, accessibility, rewards, flexibility, social Group, awareness and service provider’s impact on the usage of UPI of rural customers. The study highlights that the rural customers were fascinated by the attractive offers and cashbacks. Due to their ease of use, tempting deals, and increased use, digital wallet companies have made their way into the consumer's phone as well as their pocket.

UPI, banking, rural, awareness digital payment, E-wallet

"Banking the Unbanked: A Comprehensive Study on the Challenges and Opportunities of Rural Banking Initiatives regarding UPI implementation an Indian Scenario", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 7, page no.i136-i150, July-2023, Available :http://www.jetir.org/papers/JETIR2307821.pdf

"Banking the Unbanked: A Comprehensive Study on the Challenges and Opportunities of Rural Banking Initiatives regarding UPI implementation an Indian Scenario", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 7, page no. ppi136-i150, July-2023, Available at : http://www.jetir.org/papers/JETIR2307821.pdf