A lot of Indians frequently mention "message for every transaction" as a positive. I see it as a negative. Cash use is declining in most European countries, and if I had to use 2-factor every time I paid for a pack of gum with my card I'd go nuts. Instead my card providers provide risk-based alerts, e.g. when I shop at a new place (I recently received an alert while ordering furniture at a new online store). Overall fraud rates are pretty low in Europe, so this probably works out okay for both customers and card providers.

That said, given how much malware there is on the average Indian PC/phone, perhaps two-factor makes more sense there.