323 Vol. : XXIV, No. : I, 2023 Rabindra Bharati Journal of Philosophy ISSN: 0973-0087 PRINCIPAL DRIVERS OF FINTECH IN INDIA: A STUDY ON CONSUMER ATTITUDE AND ADOPTION Prof. Shwetlana Katkar Asst. Professor, Sinhgad Institute of Business Administration & Research, Kondwa Bk, Pune. Dr. Urmila Nikam Asst. Professor, Sinhgad Institute of Business Administration & Research, Kondwa Bk, Pune. Abstract: Since the introduction of FinTech (Financial Technology) in India in 2015, the financial sector has grown to new heights. The new era of the FinTech Sector was created by the union of the Technical and Financial sectors. FinTech offers substitutes for traditional banking and non-banking finance services. FinTech has increased the efficiency, sophistication, and error-proneness of lending processes, payment processes, wealth technology, insurance technology and regulations technology. The FinTech sector in India is expanding at the quickest rate worldwide. The Indian finance sector's habits and behaviour will alter as a result of the FinTech offerings. As a result, there has been a significant increase in the body of literature on FinTech over the past few years, but there has been very little primary research on customer’s adoption and tendency to use it. This paper's main goals focus on to identify the drivers behind FinTech in India, to understand consumer awareness of and propensity for FinTech products, to investigate the consumers' attitudes and adoption towards FinTech products and to determine the important relationship between customer attitude and adoption and the drivers of FinTech in India. Critical evaluation, as well as the analysis of the collected data was executed using statistical tools like multiple regression analysis and ANOVA. It has also been supported by surveys from a wide range of retail customers of financial products and services. Customers' interest in adopting FinTech will be substantially impacted by factors including ease of use, cheaper service, easier accessibility, and improved customer experience. Cyberattacks are a significant problem while adopting FinTech. Therefore, it is suggested that FinTech businesses should prioritize cyber security in order to provide their clients with secure transactions. Keywords: Financial Technology, FinTech sector, Drivers, Customer attitude and adoption, Financial Products. Introduction A combination of the words "financial" and "technology," is FinTech. FinTech uses specialised software that is run on computers and other similar electronic devices to help businesses, business owners, and consumers manage their financial operations, processes, and lives better. Initially, it was mostly used by financial institutions and the back-end systems of corporations. A transition to a customer-friendly paradigm had been made as FinTech flourished globally. A wide range of financial services, including investment management, cryptocurrency, retail banking, education, fundraising, and non-profit organisations, are now included in the term "FinTech [1]." FinTech Definition A New York banker first used the phrase "FinTech" in 1972. Although the concept of what is meant by the word "FinTech" is not generally agreed. The word "FinTech" is used to characterise a number of creative business models and emerging technologies that have the potential to revolutionise the financial services sector, according to IOSCO (2017). FinTech is described by the Financial Stability Board (2017) as "technology-enabled innovation in financial services that may lead to new business models, applications, procedures, or products with a corresponding material impact on the provision of financial services [2-3]."