Sajith Pai categorizes India into three distinct 'countries'—India 1, India 2, and India 3—to highlight the vast economic and cultural disparities within the nation. India 1 consists of 120 million affluent, English-speaking urbanites with a per capita income of $15,000. India 2 includes 300 million aspiring middle-class citizens with a per capita income of $3,000, primarily users of the digital economy. India 3 comprises a massive population with a per capita income of $1,000, similar to Sub-Saharan Africa, still waiting to fully participate in India's economic growth.
Building apps for a low-trust society like India involves addressing high return rates and the need for cash-on-delivery options due to unreliable addresses and payment systems. Apps must incorporate features like multiple-click payments and OTP verification to build trust. Additionally, addressing the unique cultural nuances and preferences, such as voice interfaces over text, is crucial for user adoption.
India's digital public infrastructure, including Aadhaar for identity, UPI for payments, and DigiLocker for data exchange, has enabled significant economic growth by facilitating seamless transactions and access to public services. This infrastructure supports the digital welfare state, allowing the government to provide subsidies and benefits directly to citizens, thereby reducing corruption and improving financial inclusion.
Unique Indian apps include Friend, a dating app with a chaperone feature to facilitate interaction between genders, and Sringwandir, an app for virtual temple visits and poojas. Another example is Jaar, an app that allows users to save small amounts and buy digital gold, catering to Indian consumer psychology and low-trust economy dynamics.
Sajith Pai believes that AI can help bridge the 'English tax' gap by improving translation technologies, making digital content more accessible to non-English speakers. This could democratize access to information and services, reducing the dominance of English in public and digital spaces.
Sajith Pai notes that while white-collar migration from India has not slowed down, there is a significant rise in blue-collar migration, particularly from economically challenged regions like Punjab. This diaspora often sends remittances back to India, contributing to the economy, but also highlights the need for better economic opportunities within the country.
Sajith Pai views writing as a critical tool for marketing himself to potential founders and signaling his relevance and expertise in the venture capital space. He believes that writing helps him stand out in a competitive field, especially as an outsider entering the venture capital industry later in his career.
Key takeaways for Western investors include recognizing India's diversity and economic disparities, understanding the importance of digital public infrastructure, and being aware of cultural nuances that shape consumer behavior and app design. Investors should also consider the unique challenges of a low-trust economy and the potential for leapfrogging traditional economic models.
There’s a quote I heard a long time ago that goes something like this - “India has consistently disappointed both the optimists and the pessimists”.
It is equal parts pithy and profound, and does a somewhat passable job of summarising the multitudes contained in 21st century India. It’s a quote that was brought to life for me numerous times in my conversation with this week’s guest on Infinite Loops - Sajith Pai.
Sajith is a GP at Blume Ventures, one of India’s largest homegrown VC firms. He's known for his prolific writing and sharp frameworks that have become part of Indian startup canon over the past decade.
In 2018, he swapped a long-time career as a media executive for one as a venture capitalist. This changing of lanes, relatively late in his professional life, has given him a refreshingly nuanced perspective on the Indian startup ecosystem (which he’s bestowed with the moniker of ‘Indus Valley’, as a nod to both Silicon Valley as well as the Indus Valley Civilisation, one of the cradles of the ancient world and the ancestral civilisation of the Indian people).
His most compelling insight? That India isn't the monolithic 1.5-billion-person market that many Westerners believe. Instead, it's three distinct "countries" hiding in plain sight. There's India One: 120 million affluent, English-speaking urbanites (think the population of Germany) who love their iPhones and Starbucks. Then comes India Two: 300 million aspiring middle-class citizens who inhabit the digital economy but not yet the consumption economy. Finally, there's India Three: a massive population with a similar demographic profile to Sub-Saharan Africa, that’s still waiting for its invitation to join India’s bright future.
‘India 1-2-3’ is one amongst many pearls of wisdom that Sajith gifted me over our conversation, that also touched on India as a "digital welfare state", India as a ‘low trust society’; the emergence of a new class of ‘Indo-Anglians’; how cultural nuances in India shape everything from app design to payment systems; and much, much more.
Whether you're an investor, founder, or just curious about where the next decade of innovation might come from, this conversation is your crash course to understanding India in the 21st century. Sajith likes to say that ‘India is not for beginners’. Well, if you are a beginner on India, this week you’re in luck.
For the full transcript, episode takeaways, and bucketloads of other goodies designed to make you go, “Hmm, that’s interesting!”, check out our Substack).
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