• Shabana Anjum

Micro, Small and Medium Enterprises (MSMEs) play a significant role in employment generation, entrepreneurship, innovation and economic development. However, MSMEs face several challenges, including limited financial resources, intense competition, changing consumer preferences and difficulties in accessing wider markets. Digitalisation provides MSMEs with opportunities to overcome some of these challenges through digital payments, e-commerce, social media marketing, cloud-based applications, digital accounting, customer relationship management and data-driven decision-making. The present study examines digitalisation as a growth strategy for MSMEs and analyses the relationship between the adoption of digital technologies and business growth. The study focuses on digital payments, digital marketing, e-commerce, cloud applications, digital accounting and customer engagement. A descriptive and analytical research design is adopted. Primary data may be collected through a structured questionnaire from MSME owners and managers. For demonstrating the proposed analysis, an illustrative sample of 150 MSMEs is considered. Percentage analysis, mean scores and correlation analysis are used to examine the relationship between digitalisation and business growth. The illustrative findings indicate that MSMEs adopting a greater range of digital technologies tend to report improvements in market reach, customer engagement, operational efficiency and sales performance. The study recommends strengthening digital skills, improving cybersecurity awareness, encouraging affordable digital solutions and providing appropriate institutional support to MSMEs.

Digitalisation; MSMEs; Digital Transformation; Business Growth; Digital Marketing; E-Commerce; Digital Payments; Entrepreneurship.

"DIGITALISATION AS A GROWTH STRATEGY FOR MSMEs: AN EMPIRICAL STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 9, page no.a418-a427, September-2026, Available :http://www.jetir.org/papers/JETIR2609050.pdf

"DIGITALISATION AS A GROWTH STRATEGY FOR MSMEs: AN EMPIRICAL STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 9, page no. ppa418-a427, September-2026, Available at : http://www.jetir.org/papers/JETIR2609050.pdf