• ANANTANAGA H P

Entrepreneurship and the micro-, small- and medium-sized enterprise (MSME) sector contribute nearly one-third to India’s GDP. However, the sector is particularly vulnerable to crises like the COVID-19 pandemic because they typically have fewer resources than large businesses. We carried out a study with 107 Indian entrepreneurs to understand how they have navigated the pandemic. Our study shows five emerging trends for entrepreneurship in India. 1) Digitisation The most dominant trend is the acceleration in digitisation supported by increasing consumer acceptance and adoption of digital services and products. This digital reset has propelled the use of contactless digital technology for financial transactions, opened up new markets and spurred a hiring spree among digitally-enabled startups. It is supporting the growth of digitally-enabled hyper-local business models such as Meesho and PayNearby, as well as the rise of vernacular language voice technology startups such as Vernacular.ai.

There has been a rise in the adoption of emerging technologies for solving education and healthcare challenges too. TutAR began developing augmented reality education tools to

"PERFORMANCE OF INDIAN BUSINESS AFTER COVID -19 RECENT CHALLENGES AND REMEDIES .", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 12, page no.1305-1320, December-2020, Available :http://www.jetir.org/papers/JETIR2012372.pdf

"PERFORMANCE OF INDIAN BUSINESS AFTER COVID -19 RECENT CHALLENGES AND REMEDIES .", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 12, page no. pp1305-1320, December-2020, Available at : http://www.jetir.org/papers/JETIR2012372.pdf