Why Founders Ignore Live Commerce Signals
Live commerce in India is hitting Rs 2,500 crore annual GMV. Founders with existing e-commerce or streaming assets resist pivoting despite clear demand signals. Sunk costs and identity traps explain why.
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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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