literature review of digital marketing in india

To read this content please select one of the options below:

Please note you do not have access to teaching notes, a systematic literature review: digital marketing and its impact on smes.

Journal of Indian Business Research

ISSN : 1755-4195

Article publication date: 20 February 2023

Issue publication date: 3 March 2023

This study aims to analyze the available literature on the use of digital marketing and its impact on small- and medium-sized enterprises (SMEs). This study identifies the use of digital marketing practices and its impact on SMEs.

Design/methodology/approach

A systematic literature review has been conducted on digital marketing, and its implementation in SMEs. The impact of digital marketing on SMEs performance is observed over the past 12 years through the resources which are undertaken for the study, namely, Science Direct, Scopus, Springer, IEEE Explorer, ACM Digital Library, Engineering Village, ISI Web of Knowledge database is used to search the research publications on the selected topic.

Although some SME firms use digital marketing, their impact is not similar where we can recommend a fixed strategy for applying digital marketing. This review provides an insight into how digital marketing has evolved over the period of time and how SMEs are adopting it for their sustenance.

Practical implications

This study will give theoretical analysis of various benefits received by SMEs because of digital marketing in the different capacities helping organizations to uplift their productivity. Mind mapping will give the idea of impact of SMEs on their various performances in rural as well as in the urban areas. This study will give further scope for digital marketers to approach those industries specifically at rural parts of the nation for bringing change into their marketing operations and also for increasing turnover by the use of digital marketing.

Originality/value

Research on the use of digital marketing by SMEs firms is still at the embryonic stage in India. This study is a pioneering effort to review the use of digital marketing in SMEs and identify research priorities for scholars and practitioners.

• Literature review
• Digital marketing
• Small and medium enterprises
• Impact on SMEs

Jadhav, G.G. , Gaikwad, S.V. and Bapat, D. (2023), "A systematic literature review: digital marketing and its impact on SMEs", Journal of Indian Business Research , Vol. 15 No. 1, pp. 76-91. https://doi.org/10.1108/JIBR-05-2022-0129

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

Related articles

We’re listening — tell us what you think, something didn’t work….

Report bugs here

All feedback is valuable

Please share your general feedback

Join us on our journey

Platform update page.

Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

Questions & More Information

Answers to the most commonly asked questions here

Barriers to Digital Marketing in Rural India

• Conference paper
• First Online: 07 August 2021
• Cite this conference paper

• Gautam Srivastava 13 &
• Deepa Gupta 13  

Part of the book series: Lecture Notes in Mechanical Engineering ((LNME))

340 Accesses

This study is focused on identifying the important barriers of digital marketing in rural India. An extensive literature review has been done to identify the barriers to digital marketing in rural India. Further, the analytical hierarchal process is used to rank the different barriers of digital marketing based on weighted values. The weighted values of different barriers have been calculated by using the AHP model (analytical hierarchal process).

• Digital marketing
• Analytical hierarchal process
• Weighted value

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

• Available as PDF
• Read on any device
• Instant download
• Own it forever
• Available as EPUB and PDF
• Compact, lightweight edition
• Dispatched in 3 to 5 business days
• Free shipping worldwide - see info
• Durable hardcover edition

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

S. Kaur, A.S. Marwaha, Digital media reach: a comparative study of rural and urban people in India. Int. J. Sci. Res. Educ. 4 (7), 5553, 5562 (2016)

Google Scholar  

P. Kumar, A. Verma, Impact of digital marketing on rural marketing. Imp. J. Interdiscip. Res. 3 , 705–708 (2017)

M. Ranga, P. Pradhan, ICT in rural India: elucidating barriers and creating Opportunities, in WEI International Academic Conference Proceedings , pp. 103–111

D.R. Sivanesan, Problems of rural market in India–an overview. Int. J. Res. Bus. Stud. Manage. 1 (2), 1–7 (2014)

S.S. Das, Rural market and marketing. Int. J. Manage. Technol. Eng. 5144–5170 (2018)

R. Singhal, E-marketing: Growth and challenges in Indian perspective. Int. J. Adv. Res. Found. 3 (7), 67–82 (2016)

Download references

Author information

Authors and affiliations.

Department of Management Studies, GL Bajaj Institute of Management and Research, Greater Noida, 201306, India

Gautam Srivastava & Deepa Gupta

You can also search for this author in PubMed   Google Scholar

Corresponding author

Correspondence to Gautam Srivastava .

Editor information

Editors and affiliations.

Department of Mechanical Engineering, Indian Institute of Technology Roorkee, Roorkee, India

Akshay Dvivedi

Department of Industrial and Production, Dr. B. R. Ambedkar National Institute of Technology, Jalandhar, Punjab, India

Anish Sachdeva

Department of Mechanical Engineering, Amity University, Noida, Uttar Pradesh, India

Rahul Sindhwani

Department of Mechanical Engineering, GL Bajaj Institute of Technology and Management, Greater Noida, Uttar Pradesh, India

Rights and permissions

Reprints and permissions

Copyright information

© 2022 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

About this paper

Cite this paper.

Srivastava, G., Gupta, D. (2022). Barriers to Digital Marketing in Rural India. In: Dvivedi, A., Sachdeva, A., Sindhwani, R., Sahu, R. (eds) Recent Trends in Industrial and Production Engineering. Lecture Notes in Mechanical Engineering. Springer, Singapore. https://doi.org/10.1007/978-981-16-3330-0_11

Download citation

DOI : https://doi.org/10.1007/978-981-16-3330-0_11

Published : 07 August 2021

Publisher Name : Springer, Singapore

Print ISBN : 978-981-16-3329-4

Online ISBN : 978-981-16-3330-0

eBook Packages : Engineering Engineering (R0)

Share this paper

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

• Publish with us

Policies and ethics

• Find a journal
• Track your research

Academia.edu no longer supports Internet Explorer.

To browse Academia.edu and the wider internet faster and more securely, please take a few seconds to  upgrade your browser .

Enter the email address you signed up with and we'll email you a reset link.

• We're Hiring!
• Help Center

A STUDY ON LITERATURE REVIEW FOR IDENTIFYING THE FACTORS IMPACTING DIGITAL MARKETING

In today's era, digital marketing has an extensive utilization in various sectors. The impact of digital media has been very much visible among the young aspirants especially in higher education and it has become an inherent part of the decision-making process of the young students. A couple of years back we found that the integration of digital marketing strategy and a well-defined business plan was something which was rarely heard of. But in recent years statistics reveal that India has over 360 million internet users and approximately 85% of the population is mostly active through the smartphone devices. And almost 49% of the companies though they have no well-defined plan as such are investing in digital marketing. The proposed article will be an overview of the various literature reviewed on digital marketing and factors impacting digital marketing. The objective of the paper is to find out the gap between various existing literature on digital marketing and factors impacting digital marketing particularly in the education sector. Literature shows that the world of digital marketing is constantly in a flux to accommodate both the rising number of e-users and the latest innovations that are coming up every day.

Related Papers

International Journal of Research Publication and Reviews

Dr. S Sriranjani Mokshagundam

IJAR Indexing

This paper analyzes the notion of Digital Marketing in India and its challenges and opportunities ahead. Information technology has malformed the way people work. Electronic commerce has unbridled hitherto another revolution which is changing the tactic in which businesses buy and sell products and services. The internet has given a helping hand to e-commerce. Digital marketing, which is also called online or internet marketing, involves the use of interactive, virtual spaces for the sake of promoting and selling goods and services. In fact, new synchronous, internet-based communication expertise had contributed to the restructuration of major economic sectors including marketing. Being cost-effective, flexible, and fast and enjoying an on exceptional global reach, digital marketing has brought about different businesses absurd gains. However, this effective, new technique also embroils its special disadvantages, e.g. lack of personal contact, security and privacy, etc. which should be taken account for. The present study, then, deliberates upon the impacts of internet-fostered interactive spaces on marketing exercise. The marketing opportunities curtail from introduction of this new, virtual space is the next focal point of deliberation. The study continues with challenges, such as problems of security, privacy, etc., evolving in the arena of digital marketing.

neethu jacob , Kavya Shabu

Being part of a dynamic environment we adhere to the fact that technology is a fast pacing phenomena and digital marketing is the most practiced strategy in marketing now a days which has perceived a great revolution in marketing industry. This has become a new era introduced, touching the thoughts of Indians digitally. The purpose of this study is to analyze the entrepreneurship possibilities in the marketing specialty. Our study is descriptive and analytical whereby we describe the strategies of digital marketing and also the recent trends evolved. We intend to analyse the scope for entrepreneurship in digital marketing. Digital marketing has brought up a challenge to the existing traditional marketing as it emphasizes focused one-on-one style of marketing rather than mass promotion. Abstract Being part of a dynamic environment we adhere to the fact that technology is a fast pacing phenomena and digital marketing is the most practiced strategy in marketing now a days which has perceived a great revolution in marketing industry. This has become a new era introduced, touching the thoughts of Indians digitally. The purpose of this study is to analyze the entrepreneurship possibilities in the marketing specialty. Our study is descriptive and analytical whereby we describe the strategies of digital marketing and also the recent trends evolved. We intend to analyse the scope for entrepreneurship in digital marketing. Digital marketing has brought up a challenge to the existing traditional marketing as it emphasizes focused one-on-one style of marketing rather than mass promotion.

This paper offers views on the various marketing types and the role that digital marketing plays in India in today’s digital era. Digital marketing has changed the way businesses function and has made work less complicated and it is now easier for the consumer to shop for products and services. Digital channels like the internet, mobile phones and email have provided brands with new pathways for advertising and customer interaction. Brands can now easily interact with their target audience using social media platforms like Facebook, Instagram and YouTube. This paper also talks about the role that digital marketing plays in India and the tremendous growth and the changes that took place in the digital landscape of India after the launch of ‘Digital India’ – A campaign that was launched by Prime Minister Narendra Modi in 2015 to improve India’s digital infrastructure. This study conclusively proves how effective digital marketing can be if the campaigns are properly designed and execu...

Nexgen Publication

DR Sundarrajan M PhD

The Paper focused on current business trend on customer satisfaction, educating the customer, interacting very closely with customer and identifying the customer needs and wants very specifically and reaching the customer as they desired mode like Applications, Facebook, Youtube, Instagram,Twitter and Email. The communication should always relevant to the consumers age, Economic, geographic, trends and its necessity at last taste and preference this all done by digital marketing at very precisely

IP innovative publication pvt ltd

IP Innovative Publication Pvt. Ltd.

India is fastest growing large economy in the world, it still popularly known as the country of villages. Digital marketing industry in India is a booming career today. In a country with a rapid growth economy, it is expected to have a very high significant growth in Digital marketing career. The growth in the digital marketing trends is making a very substantial impact on marketing and advertisement. Digital Marketing industry in India is spread to almost all the business sectors. Some of the applications of E-Marketing are shopping and order tracking, online banking, payment systems and content management. The power of digital marketing allows geophysical barriers to disappear making all consumers and businesses on earth potential customers and suppliers. It is known for its ability to allow business to communicate and form a transaction anywhere and anytime.

International Review of Management and Marketing

Sampik Tyas

Dr. Gopal Jahagirdar

In recent years, people have been watching the rapid growth of the Internet of Things (IoT) across the world. People could adapt to the exciting digital trend business and at the same time a new dimension of understanding. Businesses have been taking the opportunity of using IoT to provide new technologies and service delivery models to achieve a wide Digital marketing. Things like online video, apps, virtual reality, augmented reality, artificial intelligence, motion graphics, chat bots, web design, UX design, social media content and social influencers are hot topics. Thinking and designing your marketing strategies, especially for YouTube marketing, from this very moment will help you to succeed in 2018. These days are your opportunity to be on step further your competitors. This paper proposes importance of digital marketing in educational sector, and suggests the advertisement campaign for promotion of education sector.

International Journal of Management, IT & Engineering

This paper offers views on some current and future trends in marketing. The content is based on recent literature and on what is happening in the business world. The paper is based on secondary data. The paper is based on extant literature and internet sources. The various articles, researches, reports, newspapers, magazines, various websites and the information on internet have been studied. We experience a radical change in India towards the digitalization. The consumer are looking and searching more on internet to find the best deal form the sellers around India as compared to traditional or conventional methods. In this study, we acknowledged that businesses can really benefit from Digital Marketing such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, e-commerce marketing, campaign marketing, and social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, optical disks and games and are becoming more and more common in our advancing technology. It is demonstrated that we all are connected through whatsapp and facebook and the increasing use of social media is creating new opportunities for digital marketers to attract the customers through digital platform. Awareness of consumer’s motives is important because it provides a deeper understanding of what influences users to create content about a brand or store. Digital marketing is cost effective and having a great commercial impact on the business. Based on this study, it can further be argued that knowing which social media sites a company’s target market utilizes is another key factor in guaranteeing that online marketing will be successful. The effectiveness of Internet marketing with respect to different business can be analyzed. The study can further be extended to compare the internet marketing techniques with specific to various businesses.

IJAERS Journal

This research investigates the influence of digital marketing channels on purchasing decisions among college students in Ramanathapuram District. The study highlights that social media marketing, online advertising, and mobile marketing exhibit substantial positive effects on purchase decisions. However, email marketing's impact appears to be more complex. Moreover, the study explores how demographic variables like gender and academic level shape these effects. Notably, freshman students display varying susceptibility to specific digital marketing messages compared to their junior, senior, or graduate counterparts. These findings offer crucial insights for marketers aiming to tailor their strategies effectively to the preferences and behaviors of college students. By understanding the differential impacts of various digital marketing channels and considering demographic nuances, marketers can refine their approaches, optimize engagement, and ultimately enhance the effectiveness of their campaigns in targeting this demographic.

RELATED PAPERS

South Asian Diaspora

Somdatta Mandal

Mamy Rajaonah

Medical decision making : an international journal of the Society for Medical Decision Making

Manuel Espinoza

Revista Brasileira de Ciências do Esporte

Marcel Noll

Review of Palaeobotany and Palynology

Mariana Brea

JURNAL DIMENSI

Ravika Permata Hati

The Journal of Organic Chemistry

Surya Prakash

SSRN Electronic Journal

Francesco Parisi

Inorganic Chemistry

Rohit Kumar Rai

The new microbiologica

monica cricca

Journal of Perinatal Medicine

Mustafa Basbug

Akinola Adepetun

Rogelio Caballero

Infectious Diseases in Obstetrics & Gynecology

NEDRET HIZEL

Nano letters

António Guerreiro

ex aequo - Revista da Associação Portuguesa de Estudos sobre as Mulheres

Conceição Nogueira

Acta Obstetricia et Gynecologica Scandinavica

Jan-Willem de Leeuw

European Journal of Paediatric Neurology

Joško Osredkar

Sho Shirley Cheng

Journal of Cardiac Failure

Paloma Gastelurrutia

Minying Cai

Iranian Journal of Medical Education

Reza Khadivi

hjhggf jgffgd

hjhfggf hjgfdf

hukyytj jkthjfgr

See More Documents Like This

•   We're Hiring!
•   Help Center
• Find new research papers in:
• Health Sciences
• Earth Sciences
• Cognitive Science
• Mathematics
• Computer Science
• Academia ©2024

• My Shodhganga
• Receive email updates
• Edit Profile

Shodhganga : a reservoir of Indian theses @ INFLIBNET

• Shodhganga@INFLIBNET
• Career Point University
• Department of Commerce and Management Studies

Items in Shodhganga are licensed under Creative Commons Licence Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0).

• Share full article

Advertisement

The Morning

Life at guantánamo bay.

Inside a new season of “Serial.”

By Desiree Ibekwe

Around 780 people have been detained at the prison at Guantánamo Bay since it opened in January 2002. Thirty men remain there today , many of whom have not been charged.

The podcast “Serial,” which debuted in 2014 with the story of a questionable murder conviction, has dedicated its new season to Guantánamo. Over nine episodes, it tells the story of the prison through a personal lens, by way of conversations with people who worked or were detained there.

I spoke with the hosts, Sarah Koenig and Dana Chivvis, about the show.

Desiree: There’s an interesting political story to be told about Guantánamo, but why did you decide to tell this story through the people who lived through it?

Sarah: The government threw all of these normal people on Guantánamo, and they had to sort out how on earth are we supposed to behave in here, how are we supposed to make sense of this? So over the course of 20 years, you saw this thing, which was kind of like a terrible spasm in the national response to 9/11, harden into something that was trying to justify and sustain itself. I think that’s what we were interested in: Who were those people who are having to make decisions, who are having to survive a thing not of their own making, and what did that look like and what did that feel like?

In the reporting of the podcast, did anything upend your preconceived notions or surprise you about Guantánamo?

Dana: The people who work in Guantánamo for the military rotate in and out about every nine months, but the prisoners have been there, so very quickly the prisoners learned how the prison operated better than the guard force did. I heard a lot of stories about prisoners who would correct the guards and be like, “No, no, you need to give me 10 squares of toilet paper,” or “You’re not handcuffing me right. Let me show you how to do it.”

And I think the thing that surprised me the most as I started digging into it was that we were told by the Bush administration that these are the worst of the worst, these are the people who did 9/11. As it turned out, they were not, and the people who worked in Guantánamo — and a lot of people in the Bush administration — knew that from within months of the first prisoners’ arriving. There wasn’t a tremendous amount of screening going on. It was really like an overflow room for the war in Afghanistan. And the prisoners who are there, and were there, have now been dipped in this toxic paint of this place forever.

One thing that struck me was that while things at Guantánamo were scary and unsettling, it was also a really surreal place.

Sarah: I think the thing that a lot of people either don’t know or forget is that it’s just a naval base. Like a normal naval base, it has sandwich shops and a coffee shop and a school and a chapel. It’s just when you first visit there, you’re not psychically ready to see that. But by the third time I went, I wasn’t even noticing that stuff. Once, I was there with these young people from various N.G.O.s who were there to observe the court, and one guy goes, “I got a coffee this morning, and then this woman told me to ‘have a nice day,’ and I was like, What are you talking about? How can I have a nice day?” And I was like, “Oh, you’re a newcomer. You’ll get over that.”

How have you seen Guantánamo evolve?

Sarah: When I was first reporting on it in the early 2000s, there were hundreds of prisoners there, and it felt very active and very violent and very scary and very shocking. And in 2015, I think there were 122 people. It wasn’t like the bad wasn’t still happening, but it had dug in for the long term. These people just live here now, and the court is chugging along. It felt very like an institution.

To me it feels like it’s in its last throes, and it’s sort of falling apart. But it’s interesting — I spoke to an attorney who has been working there for more than a decade on the same case, and he was like, “Every time you come, you think this thing is about to fall apart, and I’m here to tell you: You have no idea whether it’s falling apart.”

Listen to the first two episodes of the season here .

Sarah and Dana spoke with Times Insider about the making of the show .

Photography is largely forbidden at Guantánamo. Carol Rosenberg, who reports on the prison for The Times, explains what you can learn from a single image .

THE LATEST NEWS

Middle east.

Benjamin Netanyahu’s cabinet is divided about whether ultra-Orthodox Jews should be required to join the Israeli Army .

Negotiations on a cease-fire in the war in Gaza are expected to resume today in Cairo , according to an Egyptian state-owned TV channel.

Airdrops play a prominent role in efforts to deliver food and supplies to Gaza. A Times photographer observed one aboard a Jordanian Air Force plane. See the images .

U.S.-led airstrikes against the Houthi militia and inflation have raised concerns about a new humanitarian crisis in Yemen .

More International News

Ukrainian brigades are running their own marketing campaigns outside the official mobilization system to attract recruits.

The death in Spain of a Russian defector has raised fears that Russia’s European spy networks continue to operate despite attempts to dismantle them.

The police in Peru raided President Dina Boluarte’s home and the presidential palace in search of Rolex watches as part of an “unlawful enrichment” investigation.

Protests by farmers in Europe have emboldened a far right that thrives on grievances.

See images from Reuters of Christians around the world celebrating Holy Week.

Other Big Stories

A woman in Texas who was falsely charged with murder after using an abortion pill has filed a lawsuit against the local prosecutor’s office and its leaders.

Thousands gathered on Long Island for the funeral of a New York City police officer who was shot to death in the line of duty. His killing has become a political flashpoint.

Chance Perdomo, an actor known for his roles in the series “Gen V” and “Chilling Adventures of Sabrina,” died on Friday at 27 .

THE SUNDAY DEBATE

Will the collapse of Francis Scott Key Bridge hurt the Port of Baltimore?

Yes. The bridge’s destruction has cut off one of the busiest ports in the country. “The biggest generator of who knows how many millions of sticky dollars over the centuries, dollars that stuck right here, is at a standstill,” Will Englund writes for The Washington Post .

No. The problems won’t be as severe as people think. “Given the hard lessons learned during the past decade, significant price shocks or product shortages are unlikely,” Tinglong Dai writes for The Baltimore Banner .

FROM OPINION

Vladimir Putin will use the attack on a concert hall near Moscow to escalate his campaign in Ukraine, Hanna Notte argues.

Generative A.I. loves buzzwords. As the technology spreads, it will pollute our language , Erik Hoel writes.

The science writer Ed Yong deepened his connection to animals through birding.

Here are columns by Nicholas Kristof on the benefits of marriage and Ross Douthat on the future of American religion .

MORNING READS

Jane Goodall: The activist celebrated her upcoming 90th birthday with 90 dogs.

Doomscrolling? Try ringing a doorbell for fish instead.

Mystery: Old newspaper stories helped researchers find a 19th-century shipwreck in Lake Michigan.

Points: Credit card companies are changing the fees they charge merchants. That may affect travel rewards .

Vows: He expresses himself through art, she through math. They have found ways to merge work with love .

Lives Lived: Robert Moskowitz was a painter who was inspired by the New York City skyline. His work took on new meaning after 9/11. Moskowitz died at 88 .

THE NEW YORK TIMES MAGAZINE

The chef José Andrés is famous for his food and for his humanitarian work. See behind the scenes at Zaytinya , where he still approves every dish on the menu.

Screenland: Why does every Southern accent in a movie sound so bad ?

A writer recommends turning on a classic rock radio station in your car.

TALK | FROM THE MAGAZINE

By David Marchese

I’ll be part of a new Q. and A. franchise, The Interview, that’s launching in late April. Before then, I’m sharing some of my favorite past interviews. This one, from 2022, is with the stand-up comedian Jerrod Carmichael, who was then dealing with the familial fallout of having publicly come out as gay in his HBO special “Rothaniel.”

You’re trying hard to tell the truth these days, but aside from what’s going on with your family, does committing to honesty present problems in your day-to-day life? It’s not easy to be fully honest with everyone.

Oh, people get mad at you. I don’t like that but I know that’s a part of telling the truth — the reaction isn’t consistent. I used to lie to keep a consistent reaction, which was all about Like me, like me, like me . I told the truth about who I am and now there’s a rift with my mom. I was lying because it was more pleasant.

For other people.

For other people! And thus for me. I don’t like not talking to my mom. But it’s a byproduct of being honest. That’s the part of coming out, the relationship with my mom, that I don’t like. It was a truth I was afraid to say because of that one relationship. But it’s who I am.

What did you feel inside when you delivered material that conveyed one thing about who you were when the truth was another?

I don’t know, man. I don’t know because I wouldn’t have called myself gay. I could not accept that. That’s why it’s important for me to say it now. There are certain phrases that have no substitute. Like “I’m gay” or telling someone “I’m sorry.” But people can live in cognitive dissonance. I did.

Read more of the interview here .

King of King’s: “Carrie,” Stephen King’s debut novel, was published 50 years ago next month. The Times Book Review’s editor, Gilbert Cruz, offers a guide to the author’s essential books .

Borrowed titles: Many modern book names allude to other works of literature. A.O. Scott explores our habit of dressing up new writing in secondhand words .

Our editors’ picks: “The Morningside,” a book about a version of New York in climate collapse, and seven other books .

Times best sellers: Percival Everett’s book “Erasure” was adapted into the Oscar-winning movie “American Fiction.” His latest release, “James,” a reimagining of Mark Twain’s “Adventures of Huckleberry Finn,” is new on the hardcover fiction list .

THE MORNING RECOMMENDS …

Cool down with a good fan .

Look good in the best cheap sunglasses .

Spend 36 hours in Mumbai , India.

Read “Where Rivers Part,” a memoir by Kao Kalia Yang.

THE WEEK AHEAD

What to watch for.

Today is Easter.

Connecticut, New York, Rhode Island and Wisconsin hold primaries on Tuesday.

Donald Trump has until Thursday to post a $175 million bond in his New York civil fraud case, after an appeals court lowered the amount and gave him more time.

In her Five Weeknight Dishes newsletter, Emily Weinstein encourages you to make rice bowls for dinner . Try out Eric Kim’s extremely delicious and extremely simple bacon and egg don. Or whip up a salmon and rice bowl, which comes together in one pot.

NOW TIME TO PLAY

Here is today’s Spelling Bee . Yesterday’s pangram was jackpot .

Can you put eight historical events — including the chicken, the egg and the reign of Louis XIV — in chronological order? Take this week’s Flashback quiz .

And here are today’s Mini Crossword , Wordle , Sudoku and Connections .

Thanks for spending part of your weekend with The Times.

Sign up here to get this newsletter in your inbox . Reach our team at [email protected] .

Desiree Ibekwe is a writer for The Morning newsletter, based in London. More about Desiree Ibekwe