Purpose: This research paper presents a comprehensive analysis of India's Unified Payments Interface (UPI) by examining value-added services, usage patterns, and adoption factors to understand the current landscape of digital payment technologies. Design/methodology/ approach: Survey-based research with 45 participants from Kota Rajasthan examining UPI service utilization and barriers. Findings: Bill payments, mobile recharges, and money transfers are most adopted UPI services. Investment and insurance solutions show limited uptake. Users value UPI for convenience, time savings, and financial oversight, despite challenges like technological barriers and security concerns. Research limitations/implications: The study's small participant number hinders broader application in practice yet highlights a requirement for more extensive research. Practical implications: Provides insights for service providers and policymakers to enhance UPI adoption and address existing barriers. Social implications: Contributes to understanding digital financial inclusion in India. Originality/value:Offers unique insights into UPI service utilization and user perceptions in the Indian digital payment ecosystem.
