cover of episode Sajith Pai — Exploring Indus Valley (Ep.241)

Sajith Pai — Exploring Indus Valley (Ep.241)

2024/11/7
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Sajith Pai将印度市场划分为三个不同的部分:印度1(富裕的英语使用者,类似德国人口规模),印度2(有抱负的中产阶级,类似菲律宾),印度3(低收入人口,类似撒哈拉以南非洲)。他认为,大多数产品只针对印度1,能够同时覆盖印度2的则非常成功。印度是一个低信任社会,这体现在电商中的高退货率、现金支付和复杂的地址系统等方面。他还谈到了印度的“英语税”,即英语在印度社会中的主导地位排斥了非英语使用者。此外,他还讨论了印度独特的社会阶层结构、政府在经济发展中的作用、以及印度作为“数字福利国家”的特征。Pai认为,印度的数字公共基础设施(例如Aadhaar身份系统和UPI支付系统)为创业公司提供了巨大的机遇,但也存在一些挑战,例如税收政策、法律法规和经济民族主义等。他认为,印度的创业公司正在利用这些基础设施,创造出独特的商业模式,例如利用UPI AutoPay进行订阅服务,以及针对印度独特文化和消费习惯的应用程序。 Jim O'Shaughnessy与Sajith Pai讨论了对印度创业生态系统的各种看法,包括印度市场的细分、低信任社会的影响、以及政府在经济发展中的作用。O'Shaughnessy还探讨了印度的文化背景如何影响应用程序设计和支付系统,以及印度人才外流的问题。他与Pai讨论了印度独特的商业模式,以及如何利用印度的数字公共基础设施来创造新的机遇。

Deep Dive

Key Insights

Why does Sajith Pai categorize India into three distinct 'countries'?

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.

What are the key challenges in building apps for a low-trust society like India?

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.

How does India's digital public infrastructure contribute to its economic growth?

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.

What are some unique Indian apps that leverage the country's cultural and economic context?

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.

How does Sajith Pai see the role of AI in bridging the 'English tax' gap in India?

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.

What insights does Sajith Pai offer about the Indian diaspora and its impact on the economy?

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.

How does Sajith Pai view the importance of writing in his venture capital career?

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.

What are the key takeaways for Western investors looking to understand the Indian startup ecosystem?

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.

Shownotes Transcript

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).

Important Links:

Show Notes:

  • The Three Indias
  • Navigating India in the 21st century
  • India as a ‘low trust’ society
  • Touring ‘India 2’
  • The States and the Union
  • Caste and Class in Modern India
  • Governance and the Government
  • Brain Drain
  • The English Tax
  • The Rise of the Indo-Anglians
  • I, Writer
  • On Media and Markets
  • India as a Digital Welfare State
  • The Virtues of Leapfrogging
  • Sajith, The Emperor of the World

Books and Articles Mentioned:

  • The Fortune at the Bottom of the Pyramid); by C. K. Prahalad
  • Supercommunicators); by Charles Duhigg
  • Career Advice); by Scott Adams
  • The Indus Valley Report 2024); by Blume VC