As India heads into the festive season, urban consumers are embracing digital payments and thoughtful spending, according to the How Urban India Pays 2025 report by Kearney India in collaboration with Amazon Pay.

The study shows that digital payment volumes rose 35% in FY25, driven largely by women, Gen Z, and Millennials, reflecting both financial independence and growing comfort with online and offline digital transactions.

Offline digital payments in urban India climbed from 48% in FY24 to 56% in FY25, while 90% of online purchases are now conducted digitally.

Women are leading this shift: 89% prefer digital modes for online shopping, and 80% of women entrepreneurs run their businesses cash-free, primarily using UPI (34%), cards (20%), and wallets (8%).

Gen Z and Millennials are als

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