Anupam Mittal: India isn’t a cheaper America, but a far more demanding market

Shaadi.com founder and Shark Tank India judge Anupam Mittal has initiated a debate with a recent LinkedIn post declaring that India is ‘where pricing strategies come to die’. He noted that the global tech companies often enter the market by simply converting dollar prices into rupees, only to be met with uniquely Indian consumer behaviour from sharing subscriptions and stretching free trials to finding ‘jugaad’ workarounds. In the post shared on professional networking platform, Mittal recalled that while building Shaadi.com, he learned that the Indian consumers pay only when the outcome is important enough. He also argued that this distinction is now confronting the AI companies rolling out India-specific plans, forcing them to rethink value delivery.Anupam Mittal feels that India is a demanding marketRejecting the notion that India is a cheaper version of America, Mittal believes that it is instead a far more demanding market.