As the world becomes increasingly dependent on Artificial Intelligence (AI), founders are eager to capitalize on this trend by building innovative AI-powered products. However, when it comes to developing solutions for Indian consumers, there is a crucial distinction that sets India apart from other markets. In this article, we'll explore what makes Indian consumers unique and how you can leverage these insights to create successful AI-based products.
Principle #1: Build for Aspiration, Not Productivity
When building an AI product for Indian consumers, it's essential to focus on aspiration rather than productivity. Unlike Western markets where AI is often used to automate workflows or streamline tasks, Indians are more likely to use AI to achieve their aspirations – whether that's getting a better job, cracking a government exam, learning English, starting a side hustle, or understanding money. This shift in perspective can help you create products that resonate deeply with Indian consumers.
For instance, an AI tutor designed specifically for UPSC Hindi-medium candidates could be a game-changer. By offering personalized coaching and real-time feedback, you're empowering users to achieve their goals and increase their chances of success. Similarly, an AI-powered English communication tool can help Indians improve their language skills and boost their confidence.
Principle #2: Lead With Distribution, Not Models
Indian consumers are already comfortable using WhatsApp as their primary UI, making it an ideal platform for distributing your AI product. By integrating your AI into existing workflows or creating chat-based interfaces, you can reach a massive user base with minimal friction. Additionally, leveraging UPI (Unified Payments Interface) as your payment primitive can simplify transactions and encourage users to adopt your product.
OEMs (Original Equipment Manufacturers) and default presence are also crucial factors to consider. By pre-bundling an AI assistant on specific phones or co-branding with OEMs for regional markets, you can establish a strong foundation for your product. Creators and communities can also serve as mini distribution networks, driving adoption through their influence and reach.
Principle #3: Design for Bharat UX
Designing your AI product for Bharat UX (the Indian market) requires a distinct approach. Voice-first interfaces are more prevalent in India, where users often prefer speaking over typing. Your AI product should accept voice input in local languages and dialects, responding in the same way to ensure seamless communication.
Family-centric usage is another crucial aspect of Bharat UX. With multiple users sharing one phone, your AI product must cater to this reality by offering shared progress dashboards, family plans, and easy profile switching. Low anxiety onboarding is also vital, as Indian consumers are more concerned about privacy than Western consumers. Your product should provide clear explanations of data usage, visible controls for deleting chats or downloading data, and a clear "human support" option.
By embracing these principles – building for aspiration, leading with distribution, and designing for Bharat UX – you can create AI-powered products that resonate deeply with Indian consumers. Remember, the key to success lies in understanding the unique needs and preferences of this market.