ReferenceIndia

e-Conomy

Report

is

a

research

report

jointly

developed

byGoogle,

Bain

&

Company

and

Temasek.

The

research

leverages

Temasek

insights,

Bain

analysis,

Google

insights,

primary

research,

expert

interviews

and

industrysources

to

shed

light

on

the

future

of

internet

economy

in

India.

The

information

included

in

this

report

is

sourcedas“Google,

Temasek

and

Bain,

India

e-Conomy

Report

2023”,

unless

otherwise

specified.DisclaimerThe

information

in

this

report

is

provided

on

an

as-is

basis.

This

document

was

produced

by

Google,

Temasek,

Bainand

other

third

parties

involved

as

of

the

date

of

writing

and

is

subject

to

change.

It

has

been

prepared

solely

forinformation

purposes

over

a

limited

period

of

time

to

provide

a

perspective

on

the

market.

It

is

not

intended

forinvestment

purposes.

Google

internal

data

was

not

used

in

the

development

of

this

report.

All

financial

analysis

isderived

or

estimated

by

Bain

analysis

using

both

non-Google

proprietary

and

publicly

available

information.

Googlehas

not

supplied

any

additional

data

for

financial

analysis,

nor

does

Google

endorse

any

financial

analysis

made

in

thereport.

Where

information

has

been

obtained

from

third-party

sources

and

proprietary

research,

this

is

clearlyreferenced

in

the

footnotes.

The

use

of

third-party

trademarks

in

the

report

does

not

indicate

any

sort

ofsponsorship/endorsement

by

Google

and

is

merely

descriptive

in

nature.

Projected

market

and

financial

information,analyses

and

conclusions

contained

in

this

report

should

not

be

construed

as

definitive

forecasts

or

guarantees

offuture

performance

or

results.

Google,

Temasek,

Bain,

their

respective

affiliates

or

any

other

third-party

involved

make

no

representation

or

warranty,

either

express

or

implied,

as

to

the

accuracy

or

completeness

of

the

information

in

the

report

and

shall

not

be

liable

for

any

loss

arising

from

the

use

of

this

report.Introductione-Conomy

India

research

methodologyIntroductionTemasekinsightsBainanalysisGoogleinsightsExpert

interviews2and

industry

sourcesPrimaryresearch1Notes:

All

dollar

amounts

are

in

USD

at

an

exchange

rate

of

1

USD=77.2

INR.

Standard

conversions

of

1,00,000=1

Lakh=0.1M,

1

crore=100

Lakh=10M

have

been

used

across

this

report.

Digital

consumers

are

defined

as

people

who

have

used

at

least

two

paid

digital

services

in

the

past

12

months.Google

commissioned

Kantar

to

run

the

e-Conomy

India

consumer

survey.

The

research

was

conducted

across

23

urban

cities

spread

across

different

town

classes

to

represent

the

four

zones

adequately.

The

online

fieldwork

ran

fromDecember

24,

2022

to

January

23,

2023

via

a

25-minute

Computer-Assisted

Web

Interview

survey

with

a

total

of

7,200

net

comm

transactors

in

the

age

group

of

18-55

years

with

a

quota

controlled

on

demographics

as

per

the

net

commtransactors

universe.

The

net

comm

transactors

were

defined

as

respondents

who

had

used

any

two

digital

paid

services

in

the

past

12

months.

Analysis

was

conducted

with

weighting

data

based

on

age,

gender,

socio-economic

classification,

zones

and

town

classes

for

a

more

accurate

and

fairer

representation

of

the

markets

and

the

country

as

a

whole.Bain

and

Temasek

conducted

a

quantitative

survey

of

India-focused

venture

capital

and

private

equity

investors

in

January

to

February

2023,

with

a

sample

(n)

of

22.

This

survey

is

referenced

as

“Investor

survey”

in

this

report,

wherever

applicable.India’s

population

landscapeNotes:

As

defined

by

India

Census

2011,

T2+

refers

to

all

urban

towns

with

less

than

1M

population

+

all

rural

villages;T3+

towns

refers

to

all

urban

towns

with

less

than

250K

population;

Rural

population

refers

to

all

rural

villages;

Approximated

to

nearest

whole

number

Source:

2011

India

Census

Report,

Ministry

of

Home

Affairs

(MHA).Tier

2Population

250K

-

1MTier

3+Urban

population<250K+

rural

villagesTier

2+MetroPopulation

>4MTier

1Population

1M

-

4M7%Introductionof

India’s

population6%of

India’s

population5%of

India’s

population81%of

India’s

populationTable

of

contents234167A5IntroductionInternetsectors

readyto

rocketConnectinga

billionIndiansDigital

habitssteer

thecourseUnlockingthe

$1TopportunitySectordeep

divesInvestingtowardsprofitabilityBusinessesas

bedrockof

growthNavigatingIndia’s

digitaldecadeExecutive

summaryIntroductionIndia’s

growinginternet

economyroars

towardsa

trillionA

continued

shift

in

consumer

and

merchant

behaviour,

matched

with

strong

investor

confidence,

has

ushered

India

into

its

‘Digital

Decade’

and

set

thecountry

on

a

path

to

reach

a

$1T

internet

economy

by

2030.

Digital

services

are

fast

becoming

integral

to

India’s

700M+

internet

users,

which

includes

350Mdigital

payment

users

and

220M

online

shoppers.

As

India

undergoes

a

dramatic

boom

that

will

see

household

consumption

doubling

by

2030,

digitalcommerce

will

invariably

become

even

more

entrenched

in

Indians’

everyday

experience.All

internet

sectors

onsteep

trajectorieswhile

digital

exportsemerge

with

immenseopportunitiesOverall,

internet

economy

sectors

are

on

positive

growth

paths,

with

B2C

e-commerce

contributing

approximately

a

third

of

the

internet

economy’s

value.Largely

driven

by

increased

penetration

in

smaller

towns

and

cities,

B2C

e-commerce

GMV

sits

at

$65B

today

with

expectations

it

will

swell

6x

to

reach

$380Bby

2030.

Meanwhile,

other

sectors

like

online

travel

and

ride-hailing

are

also

projected

to

follow

similar

trajectories

with

high

probability

of

scaling

at

least4-5x

over

the

decade.

Lastly,

widening

consumer

and

merchant

acceptance

of

digital

tools

and

solutions

means

digital

financial

services

can

also

expect

tosee

promising

growth

ranging

from

8%-13%

CAGR

between

2022-2030

across

subsectors

(i.e.,

payments,

lending,

investments

and

insurance).Prompted

by

various

success

stories

in

SaaS,

Edtech

and

B2Be-commerce,

many

Indian

businesses

are

eager

to

plant

their

flag

on

global

shores.

Three

keyenablers

will

help

unlock

the

exports

opportunity,

including

skilled

and

creative

talent

base,

learnings

gleaned

from

India’s

sizable

domestic

market

and

moreproactive

regulatory

support.Digital

infrastructurehas

sprint

in

strides,supported

by

a

strongpolicy

pushThe

India

Stack

has

been

fundamental

to

making

public

goods

and

services

accessible

to

citizens

and

businesses

via

digital

platforms.

Services

such

asAadhar,

United

Payments

Interface

(UPI)

and

Digilocker

have

been

instrumental

to

unlocking

the

expansion

of

India’s

internet

economy.

This

has

set

the

stagefor

disruptive

open

networks

like

theOpen

Network

for

DigitalCommerce

(ONDC),OpenCredit

Enablement

Network

(OCEN)

and

Unified

Health

Interface(UHI)

that

have

opened

new

opportunities

for

existing

and

new

sectors

as

they

await

the

inflection

point.On

track

to

$1Tas

Indians,

especiallyin

T2+,embracedigital-first

habitsand

preferencesIndian

consumer

habits

have

been

shifting

over

the

past

few

years,

with

three

standout

digital

behaviours:

1)

the

widespread

preference

for

digital

interactions;

2)

convenience

and

value

are

key

drivers;

and

3)

sustainability

is

increasingly

top

of

mind.

This

tidal

wave

of

change

isn’t

uniquely

a

phenomenonof

large

cities

—

India’s

T2+,

given

its

population

size,

a

large

cohort

of

growing

internet

users,

and

their

readiness

to

embrace

digital-first

habits,

will

also

be

asubstantial

driving

force

behind

the

seismic

digital

shift.

But

while

the

T2+

opportunity

is

immense,

its

challenges

are

equally

sizable

and

require

a

concertedeffort

from

the

state

and

the

private

sector.

Solutions

are

emerging

across

education,

health

and

agriculture,

each

addressing

a

set

of

T2-specific

needs

suchas

lack

of

quality

teachers,

limited

reach

of

healthcare

services

or

poor

crop

productivity.IntroductionIndia’s

businesses

aredigitising

to

meetevolving

customerexpectationsThe

expansion

of

India’s

internet

economy

lies

in

three

independent

but

parallel

evolving

paths

to

digital

maturity.

Recognising

digital

as

a

strategic

priority,large,

traditional

firms

have

been

building

up

their

digital

core

through

digital-first

investments

and

acquisitions

with

gradual

but

steady

success.

Micro,small

and

medium

enterprises

(MSMEs)

have

also

begun

leveraging

digital

solutions

to

increase

access

to

customers,

improve

business

efficiencies

anddrive

better

outcomes,

with

over

6M+

—

or

nearly

10%

—

of

India’s

MSMEs

already

actively

buying

and

selling

online

domestically.

And

lastly,

as

home

to

over

100

unicorns

and

five

decacorns,

startups

are

the

proven

frontrunners

and

fuel

behind

India’s

digital

innovation.

With

93K

recognised

startups

in

thecountry,

27K

of

which

were

registered

in

2022

alone,

it

is

likely

startups

will

see

sustained

interest

—

from

both

potential

employees

as

well

as

investors.Investor

confidencepositive

despitechallenges

aheadStrong

growth

fundamentals,

successful

exits

and

supportive

regulations

have

sparked

an

in-pouring

of

global

capital

into

India

since

2016.

Abundance

ofcapital

acted

as

a

catalyst

for

growth,

steering

India

up

the

ranks

to

3

in

the

world

in

terms

of

total

unicorns;

its

digital

sectors

as

a

result

captured

anincreasingly

large

share

of

local

and

international

investments.

While

funding

activity

moderated

in

2022

over

2021

on

account

of

macroeconomic

softnessand

high

pricing

expectations,

investors

expect

a

swift

recovery

to

2021

peak

by

2024.

Over

the

long-term,

investor

outlook

for

India

remains

favourable.Key

imperatives

andenablers

to

unlock

the$1T

economyThe

flourishing

internet

economy

in

India

presents

a

compelling

opportunity

for

businesses

to

capitalise

on.

To

fully

harness

this

potential,

enterprises

mustgain

a

deep

understanding

of

evolving

consumer

needs

and

strive

to

build

more

customer

intimacy.

Furthermore,

leveraging

digital

technologies

hasbecome

critical

for

streamlining

the

operating

model

and

driving

growth.The

digital

shift

will

also

lead

to

emergence

of

some

unique

imperatives

across

trust,

security

and

responsibility,

and

combating

these

will

requirecollaborative

efforts

from

India’s

policymakers

and

the

private

sector.Executive

summaryUnlocking

the$1T

opportunitySection

1India

is

undergoing

a

fundamental

shiftin

income

and

consumption

structureNotes:

Low

income:

<1.25L;

Lower

middle

income:

1.25-5L;

Upper

middle

income:

5-30L;

High

income:

>30L

base

income

per

household

(?

at

2020-21

prices)

per

annum;

Household

expenditure

is

per

capita

expenditure

by

class

multiplied

by

average

household

size

for

that

class;

India’s

total

income

is

based

on

~$3T

in

2022

and

~$5.1T

in

2030.$5,500projected

GDP

per

capita

in2030,

more

than

doublingfrom

~$2,500

in202225%growth

in

consumption

overthenexteightyears

due

topremiumisationSection

1:

Unlocking

the

$1T

opportunity20222030Highincome14M

(5%)Upper/middle

income103M

(33%)Low

income38M

(12%)Highincome35M

(10%)Upper/middle

income165M

(46%)Lower/middle

income136M

(38%)Lowincome20M

(6%)Lower/middle

income156M

(50%)Distribution

of

households

by

income

level356Mhouseholds311MhouseholdsSource:

Bain

analysis.Phenomenal

rise

of

online

usage

has

put

India

wellahead

of

the

world’s

largest

digital

economiesNotes:

1.

Online

video

hours

are

as

per

a

survey

conducted

by

Limelight

Networks

in

2020

and

includes

time

spent

on

online

video

content

across

platforms

such

as

over-the-top

(OTT),

YouTube

and

social

media.

Data

for

online

video

hours

for

China

is

not

available;

2.

Real-time

transactions

are

defined

as

payments

occurringinstantaneously

and

includes

United

Payments

Interface

(UPI)

and

Immediate

Payment

Service

(IMPS)

for

India,

Real-Time

Payments

(RTP)

and

Zelle

for

the

US,

and

Internet

Banking

Payment

System

(IBPS)

of

China;

3.

As

of

February

2023.Section

1:

Unlocking

the

$1T

opportunity700M3internet

usersTime

spent

onlineAverage

hours/day

spentonline

per

internet

user5.5Social

media

hoursAverage

hours/day

spent

on

social

networks

per

internet

userOnline

video

hoursAverage

hours/day

spent

watchingonline

videos

per

online

video

user1Digital

paymentsNumber

of

real-time2

transactions

per

capita

per

year7

76.5470Msocial

media

users570Monline

video

streamers350Mdigital

payments

users22.52.82.31.11.31.68

12

25

65Source:

Bain

analysis.Digital

adoption

has

now

reached

the

tipping

pointacross

most

sectors

in

India’s

internet

economy220Mshopped

online110Mmade

purchasesin

online

games65Mordered

food

online80Mhouseholds

paidutility

bills

online25Mused

onlineride-hailing

services15Mhave

paid

foran

online

courseSection

1:

Unlocking

the

$1T

opportunityNote:

Digital

consumers

are

defined

as

people

who

have

used

at

least

two

paid

digital

services

in

the

past

12

months.

Source:

Bain

analysis.2030India’s

internet

economy

is

expected

to

reach

$1T

by

2030,double

the

value

of

IT

servicesNote:

Absolute

figures

represent

consolidated

internet

economy

size

across

sectors;

1.

Technology

sector

includes

information

technology

(IT),Internet

economyTechnology

sector1$320B-350B2022

$155B-175B$50B-60B2010

$8B-10B15%

of

technology

sector48%

of

technology

sector62%

of

technology

sector$1,450B-1,550B$900B-1,000B0.5%4-5%12-13%Section

1:

Unlocking

the

$1T

opportunityInternet

economy’sshare

of

GDPbusiness

process

management

(BPM)

and

the

internet

economy.Source:

Bain

analysis.Internet

sectorsready

to

rocketSection

2All

sectors

poised

for

exceptional

growth,with

e-commerce

taking

the

lion’s

shareNotes:

B2C

e-commerce

includes

product

and

service

e-commerce

across

categories,

including

grocery

and

goods

sold

by

Indian

merchants

overseas

via

e-commerce

platforms;

B2B

e-commerce

includes

upstream

commerce

such

as

raw

material

buying

(including

farm

inputs)

and

downstream

commerce

such

as

finished

goods

supply

to

channel

partners;

SaaS

includes

software

applications

that

are

delivered

over

the

internet

and

accessed

via

licensing

(only

companies

with

Indian

or

Indian-origin

founders

with

majority

of

the

workforce

based

out

of

India

are

considered);

Online

travel

includes

online

bookings

of

flights,

hotels,

buses,

rail,

and

car

rentals;

Online

media

includes

digital

advertisements,

gaming

(browser-based,

smartphone,

tablet,

console

and

PC

games),

and

video/audio

streaming

services;

Online

food

delivery

includes

delivery

of

food

ordered

online

using

app

or

website;

Edtech

includes

K-12,

post

K-12

and

test

preparation;

Healthtech

includes

e-pharmacy,

teleconsultation,

e-diagnostics

and

online

fitness

and

wellness;

Online

ride-hailing

includes

ride

sharing

through

app

or

website

for

cars,

bikes,

and

autos;

Other

consumption

sectors

include

Insurtech

(retail

life

and

non-life

insurances),

online

utility

bill

payments

(including

mobile

recharges)

and

online

auto-retail

(new

and

used

cars

and

two-wheelers);

;

Estimated

exports

in

each

sector

are

also

included.Source:

Bain

analysis.Section

2:

Internet

sectors

ready

to

rocket050100150200250400Online

travelOnline

mediaOnline

fooddeliveryEdtechHealthtechOnlineride-hailingOthers350-3805-6x60-6555-604-5x40-505-6x35-404-5x20-255-6x20-2512-15x17-204-5x175-2104-5x37-43B2C

B2Be-commerce

e-commerce20302022Sector

growth

by

2030Sectoral

size

2022

vs.

2030

($B)2030

size:$900-1,000B2022

size:$155-175B105-12013-14xSaaS65-755-6x4-513-158-98-94-51-28-912-13Notes:

CAGR=Compound

annual

growth

rate;

1.

Digital

payments

include

only

C2B

payments

(modes

of

payments

considered:

credit

cards,

debit

cards,

netbanking,

prepaid

cards,

and

UPI);

2.

Digital

lending

includes

personal

and

consumer

loans

(excluding

credit

card

loans)

disbursed/originated

through

digital

channels

(non-face-to-face,

non-phone

or

non-ATM

interactions)

by

both

fintech

players

and

traditional

institutions

(banks,

non-banking

financial

companies

(NBFCs),

etc.);

3.

Digital

investments

include

net

flows

of

mutual

funds

through

digital

channels

(non-face-to-face

and

non-phone)

by

both

Fintech

players

and

traditional

institutions

(banks,

traditional

brokers,

etc.);

4.

Insurtech

includes

gross

written

premiums

for

renewals

and

new

business

for

life,

health,

and

motor

insurance;

5.

Numbers

for

payments

and

lending

are

for

financial

years

FY2022

and

FY2030;

6.

Traditional

payments

include

cash-based

transactions;

7.

For

lending,

investments

and

insurance,

traditional

includes

any

transactions

done

in

an

offline

setting

(face-to-face

or

via

phone);

8.

Digital

financial

services

not

included

in

overall

internet

economy

sectors

to

avoid

overlaps

of

financial

transactions

withvalue

of

other

sectors.

Source:

Bain

analysis.Section

2:

Internet

sectors

ready

to

rocketDigital

financial

services

to

see

increasing

digital

sharethrough

the

coming

decadesPaymentsGross

transaction

value

($T)LendingPersonal

and

consumer

loans

disbursed

($B)InvestmentsNet

flows

in

mutual

funds($B)2030202214%2030202220302022203020221.95.21703504381133InsuranceGross

written

premiums

($B)34510%8%13%Traditional

Digital

CAGR

(‘22-’30)62%38%34%66%37%12%88%63%19%5%

81%95%2%6%98%83%India

is

well-poised

to

become

a

major

digital

exports

hubover

the

coming

decadeNotes:

SEA=Southeast

Asia,

includes

Indonesia,

Philippines,

Vietnam,

Thailand,

Malaysia,

Singapore;

Population

share

pertains

to

2022,

exports

and

GDP

shares

pertain

to

2021;

Exports

include

both

merchandise

and

service

exports.Sources:

PopulationP,

The

World

Bank,

Bain

analysis.India’s

exports

are

currently

under-indexedcompared

to

other

markets

in

AsiaSaaS

is

a

key

driver

of

Indiandigital

exportsShare

of

globalpopulation17.6%17.7%7.3%Share

ofglobal

GDP3.3%18.4%3.3%Share

ofglobal

exports2.4%12.7%7.1%Section

2:

Internet

sectors

ready

to

rocketIndian

SaaS

companiesrepresented

~5%of

global

revenuesin

2022

and

isexpected

to

reach7-8%

by

2025.India

SaaS

exports

($B)IndiaChinaSEA20-259-105-635%SaaS

revenuefrom

exports2020~70%2022~75%2025~85%CAGR

(‘22-’25)National

PaymentsCorporation

of

India

(NPCI)launched

subsidiary

NPCIInternational

Payments

toexport

its

offerings,

such

asthe

RuPay

cards

network

andUPI,

to

overseas

markets.Section

2:

Internet

sectors

ready

to

rocketNotes:

Startups

and

developers

need

be

certified

as

India

Stack

system

integrators/developers

in

order

to

help

other

countries

integrate

their

existing

digital

infrastructure

with

digital

solutions

from

the

India

Stack;

1.

As

per

Minister

of

State

of

Electronics

and

IT

(MoS

IT).Sources:

National

Payments

Corporation

of

India

(NPCI),

Bain

analysis.Six

nations,

includingPhilippines,

Morocco

andEthiopia,

are

already

usingthe

India

Stack

platform,with

countries

such

asTunisia,

Samoa,

Uganda,

andNigeria

expressing

interest

inadopting

the

model.1Global

interest

in

adopting

India’s

digital

frameworks

is

cementingthe

country’s

position

as

a

digital

technology

leaderB2B

e-commerce

is

enabling

Indianmanufacturers

to

reach

global

shores.

B2Bcustom

manufacturing

retailer

Zetwerk

sawoverseas

revenue

grow

by

9x

in

2022

alone.Indian

manufacturerscan

out-compete

Chinaand

SEA’s

exports

by

virtue

of

internationalproduct

certifications/quality

standards,while

providing

best-in-class

value

via

scaledmanufacturing

and

government

exportincentives.India’s

edtech

players

have

a

sizableopportunity

for

global

expansion

becausethey

hold

significant

cost-advantages

dueto

high

English

proficiency

among

teachersand

parallels

to

the

K-12

curricula

used

inmany

parts

of

the

world.in

non-English-speaking

markets,

there

is

anopportunity

to

conduct

English-languageclasses

for

a

wide

range

of

students

or

datascience/IT-related

courses

for

professionals.EdtechEmerging

as

theedtech

vishwaguruNote:

ARR=Annual

revenue

run-rate.

Source:

Bain

analysis.75%

of

SaaS

revenues

hail

from

overseascustomers.

Firms

like

Zoho

see

exportsaccounting

for

90%

of

revenue.Indian

SaaS

companies

are

proving

to

beworld-class,

with

12-14

of

them

alreadyexceeding

$100M

in

ARR

(vs.

one

to

twocompanies

five

years

ago).Some

sectors

are

relatively

mature,

butclear

opportunities

exist

for

Indian

SaaSplayers,

including

workflow

automation,better

pricing

management,

as

well

asidentity

and

access

management.SaaSStanding

on

theshoulders

of

IT

servicesE-commerce

(B2C

&

B2B)Unlocking

global

audiencesfor

Indian

businessesSection

2:

Internet

sectors

ready

to

rocketDigital

exports

likely

to

see

a

steep

uptick,with

SaaS,

edtech

and

e-commerce

paving

the

wayCurrently

going

wellIndia’s

fast-growing

internet

economy

is

fueled

by

strong

engineering

talentwho

have

developed

products

with

global

appeal

(over

1.5M

engineers

join

theworkforce

annually

—

the

highest

in

the

world).

Many

of

India’s

tech

talent

whotraditionally

preferred

working

for

multinational

tech

giants

are

increasingly

joiningfast-growing

Indian

startups.India

is

home

to

80M

content

creators1,

many

of

them

video

streamers

andinfluencers

(including

English

language-first

creators),

and

over

7,000

YouTubechannels

that

count

1M+

subscribers

—

a

50%1

year-over-year

(YoY)

leap

(highestin

the

world).They

appeal

to

a

wide

range

of

global

audiences,

especiallyeducational

content.What’s

neededDeveloping

more

advancedskilling

and

upskilling

programmes

canhelp

address

a

rapidly

widening

talent

gap,

especially

in

cloud,

artificialintelligence

(AI),

Internet

of

Things

(IoT),

data

analytics,

etc.