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—this article describes how keen are the businesses to accept the digital infrastructure and how digital innovation has helped them in gaining competitive edge and market leadership. We analyze it through case studies of market leaders who have gained competitive edge by being digital and providing their customers what they need. SWOT analysis was done to study themdoi:10.5281/zenodo.3445756 fatcat:inlqwzzxpfbvjeabydrq73bdfy