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Vishu Bheda

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Medial • 1m

𝗧𝗵𝗲 𝗥𝗲𝗮𝗹 𝗨𝗻𝗶𝗰𝗼𝗿𝗻𝘀 𝗶𝗻 𝗜𝗻𝗱𝗶𝗮 𝗗𝗼𝗻’𝘁 𝗦𝗲𝗹𝗹 𝘁𝗼 𝗠𝗲𝘁𝗿𝗼𝘀. 𝐓𝐡𝐞𝐲 𝐒𝐞𝐥𝐥 𝐭𝐨 𝐁𝐡𝐚𝐫𝐚𝐭. 𝗛𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝗕𝗜𝗚𝗚𝗘𝗦𝗧 𝗦𝘁𝗮𝗿𝘁𝘂𝗽 𝗠𝗶𝘀𝘁𝗮𝗸𝗲 𝗶𝗻 𝗜𝗻𝗱𝗶𝗮: → Everyone wants to sell to Mumbai, Bangalore, Delhi. But guess what? → Real growth... Real money... Real scale… Lives in 𝐁𝐡𝐚𝐫𝐚𝐭 → Tier 2, 3, 4 cities & villages. 𝗪𝗵𝘆 𝗶𝘀 𝗕𝗵𝗮𝗿𝗮𝘁 𝘁𝗵𝗲 𝗥𝗘𝗔𝗟 𝗺𝗮𝗿𝗸𝗲𝘁? → 1.3 Billion people in India. → Less than 10% live in fancy metros. → The rest? Bharat. And Bharat has 3 things every startup dreams of: → Huge population → Untapped demand → No brand loyalty (open to try new things) 𝗟𝗲𝘁 𝗺𝗲 𝗽𝗿𝗼𝘃𝗲 𝘁𝗵𝗶𝘀 𝘄𝗶𝘁𝗵 𝟰 𝗞𝗶𝗹𝗹𝗲𝗿 𝗖𝗮𝘀𝗲 𝗦𝘁𝘂𝗱𝗶𝗲𝘀: 𝟏. 𝐔𝐝𝐚𝐚𝐧 — 𝐈𝐧𝐝𝐢𝐚’𝐬 𝐁𝟐𝐁 𝐊𝐢𝐧𝐠 → Solved a boring but HUGE problem: Small shopkeepers in small towns. → No easy access to wholesale goods. Udaan gave them: → Direct delivery → Credit facility → Best prices Result? $3 Billion+ valuation. Pure Bharat growth. 𝟐. 𝐊𝐡𝐚𝐭𝐚𝐛𝐨𝐨𝐤 — 𝐒𝐨𝐥𝐯𝐢𝐧𝐠 𝐁𝐡𝐚𝐫𝐚𝐭’𝐬 𝐂𝐫𝐞𝐝𝐢𝐭 𝐏𝐫𝐨𝐛𝐥𝐞𝐦 → Every small shop in Bharat gives “udhaar” (credit). → No proper record-keeping. Khatabook turned paper diaries → Mobile app. Simple. Free. Viral. Result? Millions of shops in Tier 2-3-4 started using it. 𝟑. 𝐏𝐡𝐨𝐧𝐞𝐏𝐞 — 𝐁𝐡𝐚𝐫𝐚𝐭’𝐬 𝐅𝐚𝐯𝐨𝐮𝐫𝐢𝐭𝐞 𝐏𝐚𝐲𝐦𝐞𝐧𝐭 𝐀𝐩𝐩 → While Paytm was fighting metros… PhonePe quietly won Bharat. → UPI payments in local languages → Simple interface → Bharat-friendly cashback offers Today? PhonePe is India’s #1 UPI app. 𝟒. 𝐍𝐢𝐧𝐣𝐚𝐜𝐚𝐫𝐭 — 𝐓𝐡𝐞 𝐒𝐢𝐥𝐞𝐧𝐭 𝐑𝐞𝐯𝐨𝐥𝐮𝐭𝐢𝐨𝐧 → Farmers & small retailers struggled to sell/buy fresh produce. Ninjacart built a supply chain for fruits & veggies. → Direct farmer to kirana store. Result? Massive growth from deep India. 𝗧𝗵𝗲 𝗥𝗲𝗮𝗹 𝗟𝗲𝘀𝘀𝗼𝗻 𝗳𝗼𝗿 𝗙𝗼𝘂𝗻𝗱𝗲𝗿𝘀: 𝐌𝐞𝐭𝐫𝐨𝐬 = 𝐇𝐲𝐩𝐞 𝐁𝐡𝐚𝐫𝐚𝐭 = 𝐒𝐜𝐚𝐥𝐞 If your product solves for: → Small businesses → Farmers → Shopkeepers → Tier 2, 3, 4 consumers You're playing the real Indian market. 𝗙𝗶𝗻𝗮𝗹 𝗟𝗶𝗻𝗲 𝘁𝗼 𝗥𝗲𝗺𝗲𝗺𝗯𝗲𝗿: "𝐒𝐭𝐚𝐫𝐭𝐮𝐩𝐬 𝐭𝐡𝐚𝐭 𝐰𝐢𝐧 𝐦𝐞𝐭𝐫𝐨𝐬 𝐛𝐞𝐜𝐨𝐦𝐞 𝐛𝐫𝐚𝐧𝐝𝐬. 𝐒𝐭𝐚𝐫𝐭𝐮𝐩𝐬 𝐭𝐡𝐚𝐭 𝐰𝐢𝐧 𝐁𝐡𝐚𝐫𝐚𝐭 𝐛𝐞𝐜𝐨𝐦𝐞 𝐔𝐧𝐢𝐜𝐨𝐫𝐧𝐬." I hope you've found this helpful. Follow Vishu Bheda for more such amazing insights related to indian startup ecosystem!

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Replies (12)
Anonymous
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Anonymous 2

Hey I am on Medial • 1m

This whole "Bharat vs India" narrative feels like it was written by someone who hasn't actually worked with rural consumers. It's borderline condescending to lump 90% of India's population into one homogeneous "Bharat" bucket. A tier-2 city in Maharashtra has completely different dynamics from a village in UP or a small town in Kerala. Each region has unique purchasing patterns, technological adoption curves, and consumer behaviors. What's missing from these oversimplified success stories is how much customization these companies had to do region by region. PhonePe didn't just "win Bharat" with a simple interface - they invested in 11+ languages, region-specific marketing campaigns, and local partnerships. That's the real work that makes "Bharat" strategies successful.

1 replies1 like

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𝗜𝗻𝗱𝗶𝗮’𝘀 𝗕𝗶𝗴𝗴𝗲𝘀𝘁 𝗦𝘁𝗮𝗿𝘁𝘂𝗽𝘀 𝗗𝗼𝗻’𝘁 𝗦𝗲𝗹𝗹 𝗟𝘂𝘅𝘂𝗿𝘆. 𝐓𝐡𝐞𝐲 𝐒𝐞𝐥𝐥 𝐀𝐟𝐟𝐨𝐫𝐝𝐚𝐛𝐢𝐥𝐢𝐭𝐲 𝐚𝐭 𝐒𝐜𝐚𝐥𝐞. 𝗧𝗵𝗲 𝗧𝗿𝘂𝘁𝗵 𝗠𝗼𝘀𝘁 𝗙𝗼𝘂𝗻𝗱𝗲𝗿𝘀 𝗠𝗶𝘀𝘀: Everyone dreams of building a premium brand. But in

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