In recent years, fintech companies have significantly expanded their operations across various domains, with a particular focus on enhancing financial inclusion via digital media. The increasing use of mobile payment services and mobile wallet applications has led to a significant shift in financial transactions. The present research examines the patterns of payment app usage of 100 local business owners, including drivers, roadside vendors, Kirana shop owners, and push cart vendors in Bengaluru city of Karnataka, India. The study evaluates the impact of marketing strategies adopted by fintech companies such as Amazon Pay, Google Pay, and Paytm on the frequency of app usage among the vendors. The findings of the linear regression analysis revealed that marketing strategies significantly influence the frequency of app usage. Furthermore, it demonstrated that a one-unit increase in marketing strategy effectiveness corresponds to a 0.798-unit increase in app usage frequency. These results provide actionable insights for fintech companies aiming to refine their marketing strategies in India’s highly competitive market. As India continues to develop enormously both as an emerging market and as a major economic player, characterised by rapid digital adoption, competition among fintech companies has intensified. Such studies are instrumental in shaping effective marketing strategies and policy frameworks, thereby promoting greater financial inclusion and sustainable growth, particularly among local small-scale businesses.