Advances in Consumer Research
Issue:6 : 3007-3012
Original Article
Socio-Economic Implications of Unified Payment Interface (UPI) Adoption in Agricultural Markets: Evidence from Azadpur Mandi, Delhi
 ,
1
Research Scholar Institute of Business Management and Commerce Mangalayatan University, Aligarh
2
Professor Institute of Business Management and Commerce Mangalayatan University, Aligarh
Abstract

This study examines the socio-economic implications of UPI adoption in Azadpur Mandi, Asia's largest wholesale fruit and vegetable market located in Delhi, India. Through a mixed-methods approach combining surveys, interviews, and transaction data analysis, we investigate how digital payment infrastructure has transformed market operations, trader-farmer relationships, and economic outcomes for various stakeholders. Our findings reveal significant improvements in transaction efficiency, reduced cash handling costs, and enhanced financial inclusion, while also highlighting persistent challenges related to digital literacy, infrastructure gaps, and the informal credit economy that characterizes agricultural markets

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Volume 2, Issue:6
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