New Delhi, April 15 -- The landscape study of Bharat startups studied 25 upcoming startups servicing low or middle-income customers in India. We spoke to a few founders and analysed their business and customer acquisition models. Thus, it appeared that these startups were solving problems by leveraging and building trust within the target segment.

Trust is a dominating factor in digital adoption. But there are two kinds of trust at work in society and commerce. One is 'relational trust' that refers to the interpersonal social exchanges in a group setting. The second is 'mechanical trust' - a mechanism that ensures Cybersecurity by delivering predefined outputs reliably and predictably. While mechanical trust is easier to ensure, relation...