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The digital payment/UPI transactions have seen tremendous growth in the last five years in India. Mobile penetration, data offers by telecoms and government initiatives such as Digital India are playing a catalyst role that leads to an exponential growth of digital/UPI payments. Millennial customers are generally known to be tech-savvy generation and sometimes categorize as innovators or early adopters generation, making the most use of digital/UPI payments at the point of sale (POS) for services and products. The structured questionnaire was used to collect data to understand the reasons for preferring digital payment/UPI apps over cash/card and to examine the reactions from millennial towards marketing strategies. Primary data was collected from 100 respondents in Hyderabad, India. The study found that millennial customers are very positive towards preferring digital payment/UPI apps over cash/card. ANOVA was used to analyze the responses, which indicate that there is no significant variance in consumer preference and reactions towards marketing strategies based on demographic

Millennial Reaction towards Customer Attraction and Retention Strategies Adopted by Digital Payment/UPI Apps.