According to industry experts Fe talked with, Indian Software-as-a-Service (SaaS) companies are shifting their focus towards the home market, as revenue prospects appear to be increasing. Traditionally, these companies obtained a larger portion of their income from worldwide markets.

For example, the 2.5 million paying clients of Tally Solutions, a well-known provider of accounting software, currently account for 90% of the company's revenue. According to managing director Tejas Goenka, the company anticipates 30–40% growth in India this year. Tally Solutions recorded sales of Rs 550 crore for FY23, a 20% increase over the previous year.

Similar to this, Haptik, a supplier of conversational chatbot solutions powered by AI that Reliance Jio acquired in 2019, is mostly focused on India and the neighboring areas. In FY23, the company reported sales of $11.6 million, continuing its 104% compound annual growth rate since FY16. In a similar vein, Raptorise, a more recent entrant, reports a 25% increase in revenue and customer base from the previous quarter, with a primary focus on Indian clients.

Global companies are increasingly shifting their attention to the Indian market. MongoDB anticipates reaching $50 million from Indian operations by FY24, rising at a 50% annual pace, while Salesforce reported $730 million in sales from India in FY23, expanding at a 50% annual rate.

According to Auxano Capital partner Brijesh Damodaran, the Indian SaaS market is expected to generate around $50 billion in annual recurring revenue (ARR) by 2030. These businesses are successfully applying a new playbook that is necessary for success in the Indian market.

Additionally, businesses are modifying their pricing tactics to fit the Indian market. Even though it requires a lot of resources, this strategy has helped businesses overcome the idea that India is only a price-sensitive market while fostering long-lasting connections and trust with customers.

Companies are proactively considering payment conditions early in the sales process in order to address the problem of payment collection. Many SaaS companies have reported increased cash flow stability as a result of this strategy and their readiness to take legal action against frequent defaulters, according to analysts.