This study explores key factors such as process product and social as independent variables to examine the level of adoption of digital technology as a dependent variable in Indian automotive small and medium enterprises (SMEs). Partial least squares structural equation modelling (PLS-SEM) data were collected from 40 small and medium enterprises in automotive sector. The analysis tested the six hypotheses and found that five were statistically significant indicating that factors related to process (H1b and H1a), product (H2b and H3a), and social (H2a) are positively associated with industry digitalization. Notably, 78.9% of the variance in the dependent variable is explained by the independent variable for small enterprises whereas 85.9% of the variance in the dependent variable is explained by the independent variable for medium enterprises. These findings highlight the need to achieve or strengthen the remaining factors or practices regarding social performance (H3b) for effective adoption of industry digitalization effectively in small and medium enterprises in India. This research contributes to a deeper understanding of these practices and offers practical as well as theoretical implications for enhancing these practices especially in small and medium enterprises in India.