author(s)
Ajaypal Singh and Sunit Sharma

abstract
E-marketing, also referred to as digital marketing, has emerged as a transformative tool in the Indian business landscape. It enables businesses to reach a larger and more targeted audience at a relatively lower cost, compared to traditional marketing methods. This research paper explores the opportunities and challenges associated with the adoption of e-marketing in India. With the proliferation of internet usage, smartphones, and digital payment systems, Indian businesses - especially small and medium enterprises - have found new avenues to connect with consumers. This digital shift has been further accelerated by government initiatives like Digital India and the growing influence of social media platforms.