Why Indian Parents Kill Embedded Finance Startups
Embedded finance has $10B TAM in India. Yet founders abandon it early. Family pressure—not market pressure—is the real killer. This invisible force reshapes capital allocation decisions before products scale.
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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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