Why Indian Founders Hide Social Commerce From Family
Social commerce in India is growing 35% YoY, yet founders face invisible family pressure that shapes capital, hiring, and exit decisions differently than Western founders. Family risk tolerance, not market risk, often determines survival.
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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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