The field of marketing has undergone a huge change during the last two decades and the advent of technology in the marketing arena has further propelled this change. These changing paradigms have also changed the manner in which consumers respond to products and services, where and how do they buy to enjoy all conveniences and comforts that life has to offer. Alongside, it has become imperative for organizations to revisit their marketing strategies in order to remain strong in the markets and compete with the global players. The advent of ecommerce websites like Amazon, Flipkart, Myntra etc. and the convenience of payments with various UPI payment systems like Gpay, PhonePe and Paytm has brought in the culture of “buy-at- click” and “pay-with-click” which has totally changed the scenario of markets not only in India but also in the other parts of the world.