If a startups’s Go-To-Market strategy is based on a map of India - that is fundamentally flawed.
Let me explain.
We love the simplicity of Tier-1, Tier-2, and Tier-3 labels.
But India doesn’t scale in neat layers. It scales in complex, interconnected webs.
Think of a city like Jaipur (where I hail from). On a slide, it's just another Tier-2 city.
In reality, it's the gravitational centre for commerce, aspiration, and culture for a vast network of towns and villages across Rajasthan.
A small-town distributor doesn't look to Delhi for business cues; he looks to the main trader in the Jaipur mandi.
A student in Alwar first dreams of a life in Jaipur, not Bengaluru.
This is the mesh.
A Tier-3 town influences five nearby villages but, in turn, depends entirely on a Tier-2 hub for its supplies and ambitions.
I see too many founders trying to conquer the metros first, burning cash in high-competition, high-CAC environments.
I challenge them: why not launch only in Lucknow? Or Guwahati? Or Coimbatore?
Winning a single, well-chosen nodal city gives you organic access to its entire satellite ecosystem.
Your first 10,000 users in Lucknow may be more valuable than 10,000 scattered users across Mumbai, because their influence radiates outwards into the heartland of Uttar Pradesh.
This isn't just about distribution. It’s about building a brand from a position of regional strength.
The GTM of the future won't be a national blitzkrieg. It will be a series of precise "constellation launches".
Identify the hub city.
Dominate its market.
And let its gravity pull the entire region into your orbit.
This is why I always stress this to founders I exchange notes with: Find your nodal city. That's the real secret to building a pan-India footprint.
What do you think? Do share below in the comments. I have started to share my learnings as a VC more proactively here, with a note coming out every morning 8.30am. And I would love to get inputs.
Thanks,
Anuradha | Dexter Ventures
Launching #Hotel on the proud & pious land of #Mewar
https://t.co/8e0ueeRBim
Hotel Apricot One
Near Saheli Marg, UIT Circle #Udaipur
From the house of @_RoomPe & @mealpe_app
#WATCH | Delhi: President Droupadi Murmu confers Actor Mohanlal with the Dadasaheb Phalke Award, Indian cinema's highest recognition at the 71st National Film Awards.
(Source: DD News)
Today, DevX Puts Ahmedabad’s Startup Story on the Main Board
(Originally published for Slice of Startup Life on eChai Ventures)
In 2017, three friends walked into a half-empty floor in Ahmedabad. The walls were peeling, the floor was still dusty, and the landlord was not sure if leasing it to them made sense. Coworking was barely known here, and in a city built on factories and family businesses, the idea of young founders sharing office space felt untested. But Parth Shah, Rushit Shah, and Umesh Uttamchandani saw something different. They imagined a place where entrepreneurs could work, grow, and feel part of something larger. That evening, they began what would later become DevX.
The first steps were not easy. Families were worried, landlords were doubtful, and clients were uncertain. This is where each of the three founders showed what made them different. Umesh carried optimism that reassured others and turned hesitation into agreement. His calm conviction won them their first landlord. Rushit had the persistence to keep conversations alive until they became real partnerships. One of DevX’s first anchor clients came on board only because he refused to let the dialogue end. Parth steadied it all, slowing the team when excitement pushed them to run too fast and reminding them to make one center work well before opening another.
From those small steps DevX began to grow. What started as a coworking space soon evolved into something bigger. The team realized that companies were not only looking for shared desks. They needed managed office solutions, with custom design, turnkey fit-outs, and operational support that would let them move in and begin work without the cost and delay of long leases. DevX built exactly that. Today it is one of India’s leading flexible workspace providers, offering both coworking and managed offices together.
The real test came during Covid. Many believed the business of leasing and offices would decline as remote-first models took over. Instead of waiting, DevX adapted. It strengthened its design arm through Phi Designs, and began helping large companies set up offshore development centers in India. This shift allowed DevX to diversify and turn a crisis into an opportunity, while continuing to support giants who needed reliable partners to reimagine workspaces for a changed world.
That adaptability shaped its scale. From a single floor in Ahmedabad, DevX has expanded into 28 centers across 11 cities, with 14,000 seats and more than 250 clients, serving early-stage startups as well as large corporates. Growth was steady and deliberate, built on the same traits that defined the founders from the beginning: optimism, energy, and discipline.
Now, with DevX’s IPO open and the bell-ringing set for September 17, their journey joins the larger arc of Ahmedabad’s startup story. The city has already seen landmark exits. Havmor Ice Cream was acquired by South Korea’s Lotte in 2017. eInfochips was acquired by Arrow Electronics in 2018. Elitecore Technologies was acquired by Sterlite Tech in 2015. Beardo was acquired by Marico in 2020. SocialPilot was acquired by Sweden’s https://t.co/JFxhLIpqnN this year for 50 million US dollars. And many others. Each of these stories showed that companies from Ahmedabad could compete nationally and globally. DevX now adds another chapter, a founder-led startup stepping onto the main board, not as an acquisition but as an institution in its own right.
For me, DevX has never been only about offices. I have seen their spaces become gathering points where founders meet, where communities host events, and where collaborations begin. Many of our own eChai meetups took place inside DevX centers, and so did countless gatherings by others. The leadership gave not only space but also their time and energy back to the ecosystem. That is why their success feels connected to the city’s success.
Useful list for builders who want to build for India.
Created by Bharat DeepTech Fund which invests in Indian founders building for the world.
Each idea has a potential to grow big $1-$10 bil.
Reddit is a great place to get your first paid customers or beta users
Here are a bunch of subreddits you can post in
Just be careful to not get banned
.@SatyaMehta14 , co-founder of @mealpe_app, shares his story as part of Failcode - a series where founders talk about the lessons they learned the hard way.
This week, Failcode is happening in Ahmedabad, Bengaluru, Mumbai, Pune, and Hyderabad. Founders and operators will be sharing what didn’t work, what they learned, and how they moved forward.
We talk about success. But sometimes failure teaches us more.
If you’ve ever had a setback that changed the way you work, what was it?