Embedded Finance: Why India's Recurring Revenue Model Fails
Embedded finance in India thrives on transaction fees, not subscriptions. Recurring payment models work only for affluent urban cohorts earning ₹75k+ monthly. Most embedded finance players chase transaction volume because customer lifetime value remains unpredictable.
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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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