Sports Tech India: Direct Apps Are Losing to Embedded
Direct sports tech apps in India are struggling to scale beyond niche audiences. Embedded products inside existing platforms—cricket betting on Dream11, fitness on WhatsApp—are winning distribution. The playbook has changed since 2016.
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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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