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PurposeThe business environment is changing and so are the rules of doing business. Constant innovation is the key to win in this dynamic marketplace, so that the new ideas get converted into new marketable products quickly with the least possible mistake. One way to inculcate innovation is by the participation of customers in the new product development (NPD) process. Platforms like social media has provided an opportunity for firms to communicate, co-create and collaborate with customers. The present study aims to understand the customers' participation in three phases, namely idea generation, development and commercialization of the NPD process for its effectiveness.Design/methodology/approachWith the help of review of existing literature, a theoretical model is proposed. This model is then empirically evaluated with data of 213 respondents using structural equation modelling (SEM). The respondents are majorly young social media users in India.FindingsThe results highlight that customer involvement is important in idea generation and commercialization phase of NPD process for its effectiveness. Also, the effectiveness of NPD process affects the financial performance of the firm. The use of social media is considered for its mediating role in NPD process effectiveness during the three phases. The results show that it has an effective role to play during the idea generation phase.Originality/valueConsumers’ perspective concerning usage of social media for their participation in NPD is an unexplored area in general and in the Indian context in particular. To fill this research gap the present study is carried out.

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According to the RBI governor, technology-enabled financial information will spread financial literacy in an efficient and secure manner. India needs inclusive growth to pull millions out of poverty and mobile phone penetration can be a good opportunity. Consumers are exposed to a plethora of financial products but the knowledge is either not there or limited to make judicious choices. The successful implementation of financial literacy services would benefit rural people but it is a challenge to all stakeholders today. One-hundred twenty-five people all over India were selected for a survey and results point that rural poor accept mobile technology for banking related information but do not want to adopt the technology. There are various challenges for financial literacy in India discussed in the chapter. Also, opportunities are many for digital literacy and can be achieved if the challenges are overcome. All the stakeholders should put in concerted efforts at all levels to achieve financial inclusion through mobile technology disruption.

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