Market
The country that built software for the world is now buying it at scale. With the SaaS market projected to reach $35 billion by 2030 and enterprise AI spend compounding at more than 45 percent a year, India has moved from an outsourcing hub to a market in its own right. The window to establish a category lead is open now.
The software market
A decade ago India was where software was built. Today it is also where software sells. Indian buyers are adopting cloud, data and security tools at scale, often skipping the on-premise systems that still anchor Western buyers. Less legacy to rip out means faster adoption and shorter sales cycles for the right product.
The AI market
India's enterprise AI market is still small and expanding at more than 45 percent a year. Buyers are moving straight to generative and agentic AI rather than retrofitting it onto old stacks, which makes the next few years the moment to establish your position.
Where the demand is
Software and AI demand is concentrated in three well-funded sectors, and each buys in its own way.
Modernizing core banking infrastructure, deploying AI for personalized wealth management and upgrading fraud detection.
Moving beyond IT support to global innovation hubs, acquiring advanced developer tooling, data pipelines and automation software.
Digitizing supply chains, adopting predictive-maintenance analytics and scaling cloud to support national expansion.
From opportunity to revenue
Entering India takes more than translating a global sales deck. It takes localized pricing, proof-of-concept models built for local buyers and ground-level execution. That is the work we do, and it is set out in the playbook.
The next leapfrog
India has leapfrogged before. A decade ago the market bypassed the card era and scaled real-time digital payments faster than economies burdened by legacy systems. Today India's national network clears more than 750 million transactions a day, driving close to half of the world's real-time payments. The structural advantages that fueled that shift are now accelerating the next: agentic commerce, where AI agents search, decide and transact on a user's behalf.
India transacts in real time, so an agent can complete end-to-end purchases without the settlement friction that stalls adoption in card-based markets.
India is among the largest and fastest-growing markets for consumer AI, outpacing US adoption and creating a ready user base.
Unburdened by entrenched commerce infrastructure, the market has nothing to unwind and every incentive to move first.
Morgan Stanley projects nearly half of online shoppers worldwide will use AI agents by 2030, channeling roughly 25% of their digital spend. In a young, mobile-first, real-time economy, this shift will hit sooner and run deeper. For software and AI companies, India is a market to win early, before incumbents institutionalize the agent layer between brands and buyers.
Tell us about your product and your goals. We will map the most direct route to revenue in this market.
Plan your India entry