In this paper, the authors proposed a new framework for Mobile application adoption by unorganized retailers. Unorganized retail is a renowned retail business in India. Unorganized retail is a so-called low-cost retail format where some of the retail stores are Kirana store, Grocery store, provisional store, ready to eat store, mom & pop store, peddlers, Hawkers, and stationery store. Retailers face stiff competition from omnichannel, multi-channel retailers, and e-tailers. To counter this competition, unorganized retailers adopt some Mobile applications which are relevant to their business. While some of the Mobile Applications are WhatsApp business, Facebook page, telegram, blogs, google maps Mandi app, Udaan app, Katha book app, OK credit, Dukan app, and just dial. This paper explains a deep discussion about unorganized retailers, unorganized retailers' contributions to the economy, the Digital India program, and Mobile Application. A new comprehensive framework has been proposed for mobile application adoption by the unorganized retailer after getting insights from theories like Technology Adoption Model (TAM), Extension of Technology Adoption Model (TAM), Technology, Organization and Environment (TOE), and Diffusion of Innovation (DOI). In this research, the author segments three major clusters which influence mobile technology adoption. The three major clusters are Technology, Organization, and Environment. These clusters had 10 constructs that influence mobile technology adoption. This research elaborately discussed the drivers of technology adoption in an unorganized retail context. We close by concluding that mobile application adoption by the unorganized retailer and reshaped the unorganized retail.

Indian retail industry held the second rank in A.T. Kearney's Global retail development index in 2021 and ranked 16th FDI confidence index. The retail industry provides ample job opportunities and contributes to the economic progress of the nation. After the advent of new innovation there are new technologies which have emerged in business and it also substantially changed consumer behavior. Digital communication allows the user to transfer data from one end to another using digital technologies like e-mail, phone calls, video conferencing, and several instant message applications. Digital communication allows retailers to send personalized business information to their loyal customers and the customers respond to those messages, which in turn generate business for unorganized retailers. Digital communication not only improves the business of unorganized retailers but also the business image, Geographical spread, profitability, new customer acquisition, customer retention, and the like. Digital communication will transform the traditional unorganized retailer into an offline-to-online commerce model. Based on theoretical review this study identified constructs and proposed major determinants which influence technology adoption and its continuance among the unorganized retailers. This study assesses the digital communication technology usage in supply chain management among unorganized retailers with the constructs like experience, effortlessness, efficiency, enrichment, trust, security, digital infrastructure, satisfaction, and continuous intention to use. The results show that digital communication technology's effort, experience, and efficiency influence satisfaction. However, enrichment failed to influence satisfaction. Further, the results show that satisfaction and security influence continuous intention to use. However, trust and digital infrastructure failed to influence. Therefore, digital communication technology usage in supply chain management among unorganized retailers is substantially influenced by constructs like effort, experience, efficiency, satisfaction, and security.