This article provides a detailed guide on How to Sell Software in Indian Market, offering expert strategies, localized insights, and actionable steps to penetrate and thrive in this dynamic marketplace.
India is rapidly becoming one of the biggest software consumer markets in the world. With more than 850 million internet users, growing digital literacy, and a massive push from the government through initiatives like Digital India and Startup India, the demand for software is booming. As a result, many businesses rely on software marketplaces like Techimply to explore and adopt the right solutions that match their growing digital needs.
Whether you’re launching a SaaS product, a mobile app, or enterprise-level software, tapping into the Indian market requires more than just listing your product online. You need to understand the mindset of Indian buyers, speak their language, and build trust in a diverse and value-conscious ecosystem — and that’s where software development services tailored for India can make a real difference.
In this detailed guide, we’ll explain how to sell software in the Indian market step-by-step, from targeting the right audience to marketing, pricing, compliance, and scaling up.
Let’s take the first step!
Table of Contents
How to Sell Software in Indian Market?
If you’re planning to launch your software product in India, these actionable steps will guide you through the process.
Step 1: Understand the Indian Buyer Behaviour
India is not a single market—it’s a mix of many small markets with different languages, cultures, spending habits, and digital maturity levels.
Key Software User Segments in India:
| Segment | Needs | Popular Software |
|---|---|---|
| Startups & SMEs | Budget-friendly, easy to use | CRM, Accounting, GST Tools |
| Enterprises | Scalable, secure, customisable | ERP, Cybersecurity, AI Tools |
| Freelancers | Affordable, cloud-based | Video Editing, Design, Storage |
| Students | Mostly free tools | EdTech, Collaboration Apps |
For example, Tally became a household name in Indian SMEs by offering a simple interface, regional language support, and one-time payment.
Step 2: Identify Your Target Audience
A one-size-fits-all approach won’t work in India. You need to define your Ideal Customer Profile (ICP).
Ask these questions:
- Are you selling to businesses (B2B) or individuals (B2C)?
- Are your buyers based in Tier-1 cities like Bangalore or Tier-2/3 cities like Indore, Ranchi, or Kochi?
- Do they prefer mobile apps or desktop software?
Use tools like IndiaMART, LinkedIn, or JustDial to identify prospects and understand demand patterns.
Step 3: Localise Your Product & Website
Localization means making your product relatable and user-friendly for Indian audiences.
What You Should Do:
- Add multi-language support (Hindi, Tamil, Bengali, etc.)
- Make your UI mobile-friendly
- Use INR (₹) as the default currency
- Include Indian payment options like UPI, Paytm, NetBanking
- Write your website content in easy English or Hinglish
Apps like Kuku FM and Vedantu saw rapid growth after offering content in Indian languages.
Step 4: Price Smartly for Indian Users
India is a price-sensitive market. Your pricing must feel affordable yet valuable.
Popular Pricing Models:
| Model | When to Use |
|---|---|
| Freemium | Great for mass adoption, especially apps |
| Monthly Plans | Works well for SaaS (INR 99–499/month range) |
| One-Time Payment | Ideal for offline/desktop software |
| Pay-As-You-Go | For API-based or usage-based tools |
Pro Tips:
- Use psychological pricing like ₹499, ₹9,999
- Show GST-included prices
- Offer free trials without a credit card
- Accept UPI, debit cards, wallets, and EMI options
Step 5: Pick the Right Selling Channels
Selling channels matter as much as your product.
1. Online Platforms:
- Your Website (integrate Razorpay, Cashfree)
- SaaS Marketplaces: SoftwareSuggest, IndiaMART, JustDial
- App Stores: Google Play Store, Apple Store (add Hindi title + images)
- LinkedIn and Facebook Pages
2. Local Sales Partners:
- Appoint regional resellers or IT consultants
- Offer commissions per sale (10–20%)
Step 6: Promote Your Software the Indian Way
Marketing in India is about value and trust.
Top Marketing Channels:
- Google Ads in Hindi/English
- YouTube video tutorials and testimonials
- WhatsApp marketing for demos
- LinkedIn Ads for B2B targeting
- Facebook/Instagram for small business owners
Use Indian case studies and testimonials to build trust.
Bonus Tip: Hire a local expert or agency like Oflox to manage campaigns.
Step 7: Legal and Tax Compliance
Selling software in India comes with legal obligations.
Must-Dos:
- GST registration (mandatory if turnover > ₹20 lakh)
- Display PAN, GSTIN on the website
- Issue GST-compliant invoices
- Follow India’s DPDP 2023 law for user data privacy
- Add privacy policy and terms & conditions pages
Step 8: Offer Excellent Support & Build Trust
Support is key to long-term success in India.
How to Offer Support:
- WhatsApp chat support in Hindi/English
- Video onboarding demos and guides
- Easy refund policies (7 or 14 days)
- Clear and simple FAQs
The more helpful and transparent you are, the more trust you earn.
Step 9: Use Analytics and Optimise
Track everything and make data-driven decisions.
Tools to Use:
- Google Analytics 4
- Hotjar for heatmaps
- HubSpot or LeadSquared CRM
- Mixpanel for SaaS tracking
What to Measure:
- Website traffic and signups
- Conversion rates
- Bounce rates
- Customer Lifetime Value (CLTV)
Run A/B tests to improve landing pages, CTAs, and pricing.
Step 10: Scale Up With Influencers and Partners
India has a growing network of micro and macro influencers.
Growth Strategies:
- Start an affiliate program
- Partner with educators, coders, and creators
- Collaborate with co-working spaces or tech events
- Offer special pricing to student groups and colleges
Example: ClearTax partnered with CA institutes to grow its reach in Indian markets.
FAQs:)
A. Use regional content, partner with local resellers, and advertise on ShareChat, Josh, and regional YouTube.
A. Start with freemium, keep pricing below ₹999 for mass usage, and provide flexible plans.
A. Yes, for most businesses. If your turnover exceeds ₹20 lakh annually, GST is required.
A. UPI, Razorpay, Paytm, NetBanking, PhonePe, and credit/debit cards are widely used.
A. Yes, if you provide value and localized billing. B2B clients prefer GST invoices; consumers prefer prepaid or wallet-based payment.
A. Top markets: Bangalore, Mumbai, Delhi NCR, Hyderabad. Emerging markets: Lucknow, Kochi, Indore.
Conclusion:)
Selling software in the Indian market is a rewarding journey that requires a smart blend of strategy, localization, and consistency. With India’s booming tech ecosystem, diverse consumer base, and rising digital adoption, the opportunities are vast—but only for those who understand the market’s unique dynamics.
By following the proven steps shared in this guide—from identifying the right audience to crafting localized marketing strategies—you can position your software for long-term success. Remember, building trust, offering value, and staying compliant with local regulations are key to scaling effectively.
If you’re looking for expert help in promoting your software business across India, Oflox, India’s leading digital marketing agency-can help you grow faster with powerful branding, lead generation, and tailored marketing strategies.
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Do you have questions, suggestions, or personal insights about selling software in India? Feel free to leave a comment below, we’d love to hear from you!