Constantly, the Indian Central Government is trying to make
India Digital, to both sides of rural and urban area. Most of the part of urban
India is covered under digitalization process but it is seen in a survey that
the rural India is lagging in its path to the digital India. The government is
trying to promote the BHIM (Bharat Interface for Money) app in order to make
digital transactions easier, a recent survey claimed that only 35.7% people in
rural India are aware of the app, which has a user base of up to 10 million.
The app was launched in December last year, BHIM is a digital
payments app based on the Unified Payments Interface (UPI), developed by the
National Payments Corporation of India (NPCI).
According to Brickworks Media, a sister concern of research and
data analytics company Chrome DM, "Only 16.2% of the users have downloaded
the app, which shows a low user platform in rural India and 9% of the users who
have BHIM app are completely aware of usage process."
The survey was done on 5,478 rural respondents from around the
"Only around 9.2% of the rural people have used BHIM app
for any purpose till date and around 15% of the rural respondents have found he
BHIM app easy to operate," the results have been revealed.
Only 20% of the respondents feel that BHIM app is a safe and
secure way for payment transactions.
Prime Minister Narendra Modi said last week that BHIM-Aadhaar
digital payments platform keeps the power to revolutionize the economy of
On the launch event of the new Aadhaar integrated BHIM app in
Nagpur, he said that by allowing each Indian to pay digitally using their
biometric finger-print on a merchant's biometric-enabled device, the
BHIM-Aadhaar will be like a smartphone with a biometric reader and enhance digital
payments in a manner that is never been seen in any part of the world.
So, it is suggested that, with over 10 million user base, it is
clear that urban India dominates in the usage of BHIM app. Therefore, the
government needs to work more on branding and promoting the app in rural India
to increase its awareness and usage.