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India
Free
Intermediate
Why we picked it A field study of startups serving low and middle income Indian customers, focused squarely on the price sensitive buyer. It draws out a key nuance for your idea: willingness to pay is not the same as ability to pay, and it rises only after value is felt. Practical if you are building for Bharat rather than just metro India1.
Bharat Startups: The Price Sensitive Customer
From IIMA Ventures Insights by IIMA Ventures ~12 min read
- Willingness to pay grows only after the customer experiences the value
- Value for money, not cheapness, is what wins the price sensitive buyer
- Payment models like EMI and subscription can bridge the affordability gap
