214 Int. J. Business Competition and Growth, Vol. 7, No. 3, 2021 Copyright © 2021 Inderscience Enterprises Ltd. Investigating interactive marketing technologies – adoption of augmented/virtual reality in the Indian context Sujo Thomas Amrut Mody School of Management, East Campus, Navrangpura, Ahmedabad University, Ahmedabad, Gujarat, India Email: sujo.thomas@ahduni.edu.in Abstract: With the rapid technological advancements and growing competitiveness in the market, organisations have started marketing interactive technologies such as augmented reality (AR) and virtual reality (VR) to have a competitive edge. The constant growth of online shopping and digitalisation coupled with growth of interactive technologies enables the consumer to try-on the product virtually thereby improving the online shopping experience. The focus of this study is to investigate the consumer awareness, consumer adoption and the determinants of consumer adoption of AR/VR technologies in the Indian context. The four dimensions that emerged of this study points towards the technology adoption perspective of business owners/entrepreneurs were: a) technology benchmarks; b) technology barriers; c) technology implementation; d) technology applicability. This study would provide insights regarding the AR/VR technology adoption levels of entrepreneurs engaged in various business sectors and challenges associated with the same which would be beneficial to marketers while designing online marketing strategies. Keywords: augmented reality; virtual reality; interactive technology; consumer awareness; consumer adoption; India. Reference to this paper should be made as follows: Thomas, S. (2021) ‘Investigating interactive marketing technologies – adoption of augmented/virtual reality in the Indian context’, Int. J. Business Competition and Growth, Vol. 7, No. 3, pp.214–230. Biographical notes: Sujo Thomas is a Faculty in Marketing at Amrut Mody School of Management in Ahmedabad University. He has over 18 years of experience in academics and industry. His areas of research interest include cause-related marketing, social media marketing and online grocery retailing. 1 Introduction Owing to the growth of new and updating technologies penetrating the market, the overall functioning of industries has seen a drastic change and has become far more efficient. With the rapid technological advancements and growing competitiveness in the market, organisations have started marketing interactive technologies such as augmented reality (AR) and virtual reality (VR) to have a competitive edge. The constant growth of