Manish Adukia

India Internet at an Inflection Point

Manish Adukia, Liz

Driven by a 90% decline in data prices and a projected tripling of market size to $180 billion, India's digital economy is poised for 24% annual growth despite current constraints like low online transaction rates and a cash-dominant culture. Global technology firms and local players are actively investing to bridge the gap between 450 million internet users and the smaller high-income cohort, with social platforms and non-grocery verticals expected to lead monetization efforts. This expansion creates a fragmented yet competitive landscape where multiple business models will likely coexist, fueled by structural shifts in consumer behavior accelerated by the pandemic.