Why Embedded Finance Works in B2B, Fails in B2C India
Embedded finance in India splits into two distinct games. B2B works because unit economics align with existing workflows. B2C fails because consumer acquisition costs exceed lifetime value in price-sensitive markets.
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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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