As internet penetration continues to rise, almost every offline interaction now has an online equivalent. This 'digital mimesis' has become so ubiquitous that it has now emerged into the mainstream, in no small part due to the accelerated adoption of technology that occurred in the wake of the pandemic. While this transition was relatively easier for large business houses, India's Small and Medium Businesses (SMBs) had to adapt almost overnight to these changes. For many years, the way of doing business in India was largely unchanged and this sudden requirement to pivot to being a digitally native operation came with a few challenges that caught SMBs off-guard.
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