• Chippolu Nagaraja
• Dr. Ravi B

Over the past few years, digital banking has witnessed a revolutionary transformation that has converged with innovations in the form of artificial intelligence, biometric authentication, open banking APIs and cloud computing to create an unparalleled banking experience. India, especially, has become a digital payments pioneer worldwide by introducing innovations such as UPI, the Digital Rupee (CBDC) and voice-enabled ecosystems such as Bharat-GPT. There are still major hurdles to overcome in making it inclusive and universally accepted. This research delves into the modern-day challenges that are limiting the adoption of digital banking products and services, particularly among new and marginalized consumers. Employing a descriptive research approach utilizing secondary data, the research touches on the underlying issues of cybersecurity risks, digital illiteracy, lack of decent internet infrastructure, not user-friendly interfaces, distrust, insufficient customer care and regulatory ambiguities. Particular emphasis is given to how these challenges impact ageing, rural and low-income individuals. The research highlights the critical importance of user-driven design, strong data privacy structures, culturally appropriate outreach and equitable policy interventions to reduce the gap between innovation and access. The study helps us realize how fin-tech firms and banks can make digital banking secure, accessible and reliable for everyone.

Cyber security, Digital Literacy, Server Outrage, Phishing, SIM Swapping.

"A STUDY ON CONTEMPORARY CHALLENGES AND ISSUES IN THE ADOPTION OF DIGITAL BANKING PRODUCTS AND SERVICES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 7, page no.144-147, July-2025, Available :http://www.jetir.org/papers/JETIRGZ06028.pdf

"A STUDY ON CONTEMPORARY CHALLENGES AND ISSUES IN THE ADOPTION OF DIGITAL BANKING PRODUCTS AND SERVICES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 7, page no. pp144-147, July-2025, Available at : http://www.jetir.org/papers/JETIRGZ06028.pdf