Navigating the Metropolis: Digital Transformation Challenges for MSMEs in Mumbai
Abstract: Micro, Small, and Medium Enterprises (MSMEs) are a vital component of Mumbai's economy, yet they face significant operational and strategic barriers, including access to finance and the pressures of digital transformation. The existing literature identifies these broad challenges but lacks a nuanced understanding of digital marketing adoption. This paper aims to fill that gap by presenting a focused analysis of the barriers and strategic gaps in digital marketing practices. Drawing on a mixed-methods study, including 280 surveys and 40 in-depth interviews, this study uncovers the precise dynamics at play. The findings reveal that adoption is wide but strategically shallow, hampered by a skills gap rather than cost, and disconnected from performance metrics. These results indicate that current support policies are misaligned with on-the-ground realities, offering critical insights for policymakers and a new framework for understanding urban MSME resilience.
Keywords: MSMEs, Mumbai, Economic Development, Digital Marketing, Digital Transformation, Entrepreneurship
How to Cite?: Dr. Kiran Shrikant Rane, "Navigating the Metropolis: Digital Transformation Challenges for MSMEs in Mumbai", Volume 14 Issue 11, November 2025, International Journal of Science and Research (IJSR), Pages: 1282-1284, https://www.ijsr.net/getabstract.php?paperid=SR251116134846, DOI: https://dx.doi.org/10.21275/SR251116134846