Why Embedded Finance Founders Miss India's Real Distribution
Embedded finance in India is consolidating around obvious channels—UPI apps, e-commerce, BNPL at checkout. The real TAM sits in unsexy, fragmented distribution: rural logistics networks, salon POS systems, and fuel station kiosks. Founders chasing venture metrics miss these.
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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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