New Delhi, April 27 -- The 25 Bharat startups that we studied cater to a particular target segment - the low and middle-income group. The low and middle-income customer is a distinct segment and servicing these customers comes with challenges. We also have less knowledge about the needs and requirements of individual customers. In the past decade, as India's rural and urban consumption rose, the market has observed a shift in consumer patterns and behaviour. Thus, there is an opportunity for startups looking to build for a highly price-sensitive customer. The low and middle-income customer is looking for products and services that would complement their lifestyle, choices and needs - most of all that would be value for money.

Building fo...