Experts emphasize that Indian micro, small, and medium enterprises (MSMEs) should view digitalization as a pathway to achieve growth targets and understand consumer behaviours. At an event hosted by the Forum for Internet Retailers, Sellers, and Traders (First), discussions centred on embracing e-commerce as an opportunity rather than competition. With a significant portion of India's population aged 15-45 constituting active consumers who are digitally inclined, experts stressed the importance of targeting this group for consumer attraction and retention. Leveraging digital tools can help MSMEs expand customer reach, explore new markets, and drive growth. However, concerns were voiced regarding the potential impacts of the forthcoming e-commerce policy. Schemes like the Prime Minister Employment Generation Programme, ZED scheme, and Government e-Marketplace were highlighted as resources for MSMEs.