Learnings from over 7 years of building and distributing a product for first-timers at Digital Engagement (something we collectively refer to as 'Design'). To design and build for such a whitespace, we have to deeply orient ourselves to the users and their lives. Digital Desh emerged out this curiosity. Today, Digital Desh and NowFloats are the two nodes of our design thinking approach towards solving problems for SMBs and solving the problem of '40 Million offline SMBs'. Design4India is a pioneering design initiative led by NASSCOM. Initiated in 2016, Design4India integrates experience design into the IT industry in India. Design4India forges a connection between the design and tech community to help innovators build a strong foundation for success. The initiative focuses on building design capability and capacity into the IT workforce by catalysing the entire ecosystem of design practitioners, academia, industry and government from the ground up. To know more and join our community: https://design4india.in/

1. Designing for the
next 50M Small
Businesses in India
Jasminder Singh Gulati
CEO, NowFloats

2. NowFloats over 7 years…
52,000 Paying Customers across 72 Cities
5% of all Local Discovery on Google
Frictionless Tech for Indian SMBs to get Digital
Staring with a Digital Presence in < 5 mins

3. Of 6.3 Cr SMBs in India, a huge
68% are completely offline…
And only 2% actively selling or
promoting the business online.
While the market
opportunity is
significant, underserved
and growing…
29%
Small business contribution to India’s GDP, moving to 50% by
2022
Reasonable paying parity; Trust is critical
Still a predominantly ‘do it for me’ market or service-dependent
$$
“Do it for
me”
Tier 3 -4 India is an absolute whitespace for digital SaaS
adoption by SMBs
Bharat
demand
> supply
India is a supply-constrained market; digital is critical to demand
& distribution

4. Design Approach = Digital Desh

5. Design 4 India = India + Bharat

6. Design = Product + Distribution

7. Camel Safari = 50% of GDP?

8. thank you.