Our Game Plan

  • Through the SAI program, we will substantially reduce the cost of acquiring Indian SMB customers. Then we will make a concerted effort to build the supply-side ecosystem. We believe that an explosion of SaaS offerings for local markets will accelerate adoptions.

  • Cloud computing has made it possible to build products with dramatically less capital than before. And the pre-disposition of SMBs in the Western markets to buy SaaS on the internet has reduced the cost of acquiring new customers. These two factors have come together to create a powerful virtuous cycle of growth for many Indian product startups. This growth will keep compounding and will rebrand India as the land of software products in the next 10 years.

    This current momentum of Indian products in the Western markets is only one of the local maxima. There is an even larger hill to climb. And this is to do with the Indian SMB opportunity. Success here will create a new generation of software product companies that will use their India customer base to disrupt global markets and carve out leadership positions.

    So our ambitious goal is to create an adoption wave for software products within the Indian SMB sector. To do this, we start with smart demand side evangelization. Through the SAI program, we will substantially reduce the cost of acquiring Indian SMB customers. Then we will make a concerted effort to build the supply-side ecosystem. We believe that an explosion of SaaS offerings for local markets will accelerate adoptions. Finally, we will use our policy advocacy efforts to drive mandates and naming/shaming league tables to push Technology Resistors into action.