Published Paper Details:

This research paper examines the evolution of fintech companies in rural India and their performance over time. Despite significant changes and improvements in product offerings, challenges in serving rural customers persist. Through an analysis of factors contributing to the success of fintech companies in rural India, such as government support, availability of digital financial services, and access to affordable internet connectivity, this paper provides a comprehensive assessment of the state of fintech in rural India. Challenges experienced by users of fintech services in rural India, including technological difficulties, lack of customer support, and limited-service offerings, are also examined. The paper concludes by providing suggestions for fintech companies to improve their performance in rural India and address the perception that their performance may not be as good as it is in urban areas or other countries. Such suggestions include developing tailored product offerings for rural customers, strengthening customer support systems, and providing targeted education and awareness campaigns to promote the benefits of fintech solutions. Overall, this research paper offers valuable insights into the performance and evolution of fintech companies in rural India, and its findings can inform the development of effective policies and strategies to address the unique challenges facing fintech companies serving rural populations.