Live Commerce Founders: The Family Veto No One Talks About
Live commerce in India is growing 45% YoY, but founder attrition remains high. Family pressure—not capital or tech—often kills promising startups before they scale. This invisible force shapes pivot decisions, fundraising timelines, and founder mental health.
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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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