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Purpose: This study aims to examine the cryptocurrency adoption (CA) level among Indian retail investors who use cryptocurrency as an investment and mode of transaction. Design/methodology/approach: Through self-administered survey questionnaires, data is collected from 397 retail investors of Haryana (India). This study adopted a quantitative method using partial least squares structural equation modeling (PLS-SEM). Findings: This paper offered a robust model with a high explanatory value for CA in which four of the five proposed factors of diffusion of innovation theory (trialability, compatibility, complexity and observability) and one of the two proposed factors of consumer behavioral theory (perceived value) significantly influences CA. More specifically, the absence of regulatory support is a barrier to the broad adoption of cryptocurrencies, as its regulations are necessary to mitigate or minimize uncertain outcomes. Research limitations/implications: This research primarily focuses on CA in India. Thus, it can be extended to cover diverse other countries for more precise results. Practical implications: The results provide insights to the government to design the policies, better regulate and make investment strategies that can ultimately enhance CA. In addition, the study's results also inform financial educators, policymakers, employers and academicians about the significance of several variables affecting CA in India. Social implications: From a social standpoint, this study is an advance that directs central banks and governments to develop, regulate and manage digital currencies and implement a digital currency ecosystem. Moreover, the results assist in understanding investors' perceptions and decision-making perspectives toward cryptocurrencies through the country's digitalization. Originality/value: This paper fills the study gap to assist policymakers and cryptocurrency experts in broadening their knowledge base and recognizing prioritized intentions. Additionally, this study provides a theoretical model with the latent variable for a present and pertinent matter. [ABSTRACT FROM AUTHOR]