As a nation, we have declared the intent to go digital. Great! Most of us are cognizant of the opportunity as seen in the events in recent history. For example, on November 8, 2016, India kicked in its demonetization policy, triggering an exponential growth in customers’ appetite for digital payments. Similarly, the recent Covid-19 pandemic has triggered customer interest for e-grocery - with companies, such as BigBasket or Grofers–and food delivery apps–such as Swiggy and Zomato. Even as adverse events catalyze the adoption of digital systems in India, changing behaviours, when forced to do so, may largely represent a reactive approach for most. Can we be more proactive?