Data consumption has been up four-fold in as many years and India is digitising at an exponential pace. By and large, the country has leapfrogged the PC straight to the smartphone, where content is being absorbed.
Second, the government rolled out a unique infrastructure five years ago that introduced a Unified Payments Interface (UPI) across India, allowing digital transactions across all banks and consumers. Post demonetisation, consumer payment behaviour has undergone a vast change: i.e, more comfort with online payments for daily expenses. Covid-19 has accelerated this