The rapid expansion of digital financial services in India has created the conditions for novel credit instruments to gain traction among a broad and diverse consumer base. Buy Now Pay Later (BNPL) has emerged as one of the most consequential developments in retail credit over the past five years, fundamentally altering the relationship between consumers, merchants, and lending institutions. Despite its rapid proliferation, particularly among urban millennials and first-time credit users, the behavioural and attitudinal factors that explain the adoption of BNPL remain insufficiently examined in the Indian context. This study investigates the key determinants of BNPL adoption among consumers associated with TVS Credit Services Limited, a prominent non-banking financial company operating in the retail financing space. Drawing on primary data collected from 110 respondents through a structured questionnaire and analysed using percentage analysis, one-way ANOVA, and chi-square tests, the study identifies convenience, financial flexibility, peer influence, and digital accessibility as the primary drivers of BNPL adoption. Conversely, concerns regarding hidden charges, insufficient financial literacy, and the cultural preference for informal credit arrangements emerge as significant barriers. The findings further reveal that age and income level bear a statistically significant association with attitudes toward BNPL adoption, whereas gender does not significantly differentiate adoption intentions. The study proposes a conceptual framework that situates BNPL adoption within the broader landscape of FinTech consumer behaviour and offers managerial recommendations for BNPL providers seeking to expand their reach among underserved and credit-thin consumer segments in emerging economies.