Archive · 21 Aug 2026
Anupam Mittal Says Global Tech Misjudge India’s Value-Conscious Consumers
Anupam Mittal says companies cannot treat India as a cheaper version of the United States.
He says some global technology companies simply change their prices from dollars to rupees.
Indian customers often reject products when they do not feel they are getting enough value.
Some people share subscriptions or use free trials for longer.
Others find creative workarounds, sometimes called jugaad.
Mittal says customers want to know how a product will help them before paying.
He learned this while building Shaadi.com.
He believes Indian consumers have also changed telecom, payments and entertainment by demanding better value and new ideas.
Anupam Mittal says global tech companies often struggle when entering India.
He says many companies initially convert dollar prices directly into rupees.
Indian consumers respond with shared subscriptions, extended free trials and other workarounds.
Mittal says Indian users demand clear value before paying for nonessential products.
He says Indian consumers have reshaped telecom, payments and entertainment through value and innovation demands.
- Who
- Entrepreneur Anupam Mittal, founder of Shaadi.com and an investor on Shark Tank India.
- What
- Mittal explained why global technology companies can struggle to succeed in India.
- When
- In a recent LinkedIn post.
- Where
- India, in the context of the Indian consumer market.
- Why
- Because companies may assume they can adapt international pricing and business models directly, while Indian consumers demand clear value and innovation.
- Speaker
- Anupam Mittal
- Companies and platforms mentioned
- Shaadi.com and Shark Tank India
- Main market
- India
- Pricing problem
- Some global companies initially convert dollar prices into rupees.
- Consumer responses
- Shared subscriptions, extended free trials and jugaad-driven workarounds.
- Consumer priority
- Understanding what benefit a product provides before paying.
- Sectors reshaped
- Telecom, payments and entertainment.