It’s the world’s fastest growing smartphone market, with 462 million internet users, second only to China. The number rose 23 per cent last year, and there’s lots more headroom for growth because even now only a third of the 1.3 billion population is connected to the internet.
Nearly 80 per cent of India’s internet users access the web with mobile devices, making it a mobile-first market like China, opening up possibilities for new business models and innovation. Digital wallets and other mobile payment avenues, for example, could make India leapfrog over costlier card-based systems.
“Every brand caters primarily to the top 50