A STUDY ON THE AWARENESS AND PERCEPTION OF THE YOUNG ENTREPRENEURS SCHEME (YES) AMONG GEN-Z IN MUMBAI

Entrepreneurship plays an important role in economic growth and employment generation. To promote entrepreneurial activities among youth, the Government of India introduced the Young Entrepreneurs Scheme (YES), which provides financial support, training, and mentorship to aspiring entrepreneurs. This study examines the level of awareness and perception of the Young Entrepreneurs Scheme (YES) among Generation Z in Mumbai. Generation Z represents a key group for the success of such schemes due to their innovative and digital nature. However, the effectiveness of the scheme depends on how well it is known and understood by the target population. The study is based on primary data collected from 80 Gen Z respondents in Mumbai through structured questionnaires, supported by secondary data from journals, government reports, and online sources. Percentage analysis and graphical tools were used for data interpretation. The findings reveal that awareness of YES among Gen Z is moderate, and awareness significantly influences perception and willingness to participate. The study concludes that improved awareness programs and effective communication strategies can enhance participation and strengthen the impact of the Young Entrepreneurs Scheme (YES).