When it comes to building AI products for Indian consumers, many founders get stuck in the Western approach. They focus on creating AI solutions that are simply adapted for Hindi-speaking users. But this approach ignores the unique needs and behaviors of Indian consumers. In this article, we'll explore what sets Indian consumers apart and provide actionable tips for building successful AI products that resonate with them.
What Sets India Apart
India is a vast and diverse market, but there are some key differences that set it apart from other regions. Smartphone penetration has reached ~85.5% of households, digital rails are mature, and WhatsApp is the default internet. E-commerce is still early, but market growth is expected to reach $345B by 2030. ONDC (Open Network for Digital Commerce) aims to push an open network for commerce, targeting tens of billions in GMV over the coming years.
Principle #1: Build for Aspiration, Not Productivity
In India, AI products don't sell on productivity; they sell on aspiration. People pay to learn, earn, and move up – not to shave 10 minutes off email. Your product choices matter. Think about building AI tutors for specific goals like UPSC, SSC, banking exams, or medical entrance exams. Value prop: "Increase your odds of outcome X by Y%" (even if Y is anecdotal initially). Focus on aspiration-based products that help people achieve their goals.
Principle #2: Lead With Distribution, Not Models
Most Indian consumer AI winners start with distribution channels that matter. Think WhatsApp as the primary UI, UPI as your payment primitive, and OEMs for default presence. You want to be embedded where users already live. Avoid overcomplicating checkout – UPI + autopay is your friend.
Principle #3: Design for Bharat UX
High-level mistake: building an app for a Bay Area user and then changing the language to Hindi. Bharat UX is different: voice-first, low-friction, family-centric, and trust-heavy. Accept voice in local languages/dialects, respond in the same (audio + text), and prioritize single-tap UX.
Conclusion
Building successful AI products for Indian consumers requires a deep understanding of their needs, behaviors, and aspirations. By focusing on distribution channels that matter, designing for Bharat UX, and building products that help people achieve their goals, you can unlock India's vast AI potential. Remember: your product choices matter – prioritize aspiration-based products, lead with distribution, and design for Bharat UX.