There’s never been a better time to be a part of the start-up journey. In November 2022, the World Bank report emphasized India’s resilience in the face of rapidly changing external factors. In the FY 23-24, GDP is project to grow by 6.6 percent, and this is attributed to India’s large domestic market and demand. With roughly 1,300 fresh startups added to the economy in 2022, India has a rapidly growing ecosystem where startups aim to first address pressing local and national pain points, and then scale up to meet global demands.  

Most startup founders forged in the pandemic have experienced that grit and focus on sustainable growth were the fundamental reasons that contributed to the survival and growth of startups in a period of uncertainty and harsh economic conditions. Though most people were confined to their homes in that period, it became evident that ideas and work need not be, as both work and play became online, accessible, and global. However, more possibilities also mean more competition, and startups need to come up with new ways to stand out, especially in a global market. Startups need to be especially resilient as the journey involves a lot of ups and downs, particularly due to changes in the industry, the fundraising period and constantly updating their offerings in terms of the needs and wants of the target audience. 

When it comes to meeting international standards, startups need to understand the role that research, and structure plays in helping them build robust systems that can be scaled up as well as across different cultures. To meet the needs of a global customer base, it is of utmost urgency to build a clear in-house protocol. Startups must be able to anticipate consumer needs and build systems that allow smooth shift in priorities without loss of focus and resources in other parts of their operations. One way for startups to meet global standards with regard to quality control is to have services or products that consistently anticipate and meet the client/customer needs and add value. This is where diversifying their products to meet specific needs for a specific demographic would be beneficial in the long run compared to maintaining a generalised approach throughout the globe.  

Another factor that startups should consider are intra and inter border access to avoid missing out on growth and consumer base building opportunities. An excellent pipeline for customer help service may well be a factor that sets one part from competitors. Moreover, startups also need to ensure that they are meeting compliance standards for each part of the globe that the company would want to expand into. For instance, PoSH, labour laws, IT compliance, laws for healthcare and other requirements that a business would have to meet to operate in a specific country. This will ensure smooth and effective operations without roadblocks in service, winning trust through consistent delivery of quality and services. 

The silver lining is that Indian startups are uniquely positioned to understand how diversity, in both culture and language, may affect their product offerings and the way prospective consumers may perceive them. Knowledge of other languages and cultures has been one of India’s defining points and will surely help Indian startups take well-equipped steps into the global market. Another winning strategy that could usually be underestimated is inclusivity. Inclusivity can be a power boost for startups, as it brings in not only fresh perspectives and relatability, but also enhances the knowledge of the organisation. This is through both the lived experience of its employees and by making the organisation a space that promotes equity.  

As gaining credibility and building a strong customer base are the key tools that will help startups go global, founders need to consider that having a long-term vision and process might be the best, most sustainable way for both survival and growth in this competitive space. A tree is only as strong as its roots, and for startups, the roots are its people. Founders need to build their teams with as much care as they would while engaging with its customers. The team is the heart and soul of the organisation and it’s incredibly important that the team is actively looked after. This can be achieved by taking care of employee wellbeing and growth through employee benefits such as healthcare benefits, family care and support, mental health days, and considering the employee’s needs and barriers to growth

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Views expressed above are the author's own.

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