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Sector Thesis·4 min read·Week 21

Live Commerce Founders: Stop Drowning in Daily Choices

Live commerce founders in India face 40+ operational decisions daily. Most are reversible. Decision fatigue is eating founder bandwidth faster than unit economics problems. Structured choice architecture cuts cognitive load by 60%.

ByAmit Tyagi·Fitoor Capital
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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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#live-commerce#founder-operations#decision-architecture#india-stack

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Live Commerce Founders: Stop Drowning in Daily Choices · Aletheia Insights