India has two digital economies. "India" — the Tier 1 cities of Delhi, Mumbai, Bangalore — has high-speed internet, English-fluent professionals, and design sensibilities that mirror Silicon Valley.
Then there's "Bharat" — the 800 million users in Tier 2, 3, and rural India who are coming online via Jio, using low-RAM Android phones, searching by voice, and making purchasing decisions in Hindi, Tamil, Telugu, and Marathi.
The research gap
Indian startups test their products on "India" users. They recruit from Bangalore and Delhi. They test in English. They assume high digital literacy.
Then they wonder why their products fail in Bharat.
What Bharat users actually need
Voice-first interfaces — 70% of Bharat users prefer voice search over typing. Regional language defaults — not just translation, but content that feels native in Hindi or Tamil. Family-first features — izzat (family honour) shapes financial decisions. Low-data-optimised experiences — every MB counts on prepaid plans.
The opportunity
The companies that get Bharat right will win the largest untapped digital market in the world. But they need research tools that understand the difference between a Delhi professional and a Patna shopkeeper.