Why Family Kills D2C Finance Startups in India
D2C personal finance startups in India face a structural problem: founder psychology. Family pressure around money pushes founders toward safer, slower growth. This invisible force shapes strategy more than competition or technology.
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Amit Tyagi
Founder, AletheiaAI & GP, Fitoor Capital
Veteran of India's startup ecosystem. Writing about fundraising, investor psychology, and what it takes to build fundable startups in India.
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