The India Notes newsletter.

India is a pluralist state. The Indian mind is a result of remarkably diverse forces. Everything exists here in multiple variants - religions, languages, faiths and ideologies. One size fits all fails under the Indian context. With the growing access to mobile technology and the internet, there is a pressing need to find mental models that work for the diversity of the country.

The mindset with which we designed technology for the top 100 Million English-speaking users will fail for the rest of the country. This newsletter attempts to find the unique design in tech ideas that work in Indian contexts.

Curated and penned by Dharmesh Ba

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Uncovering Indian consumer psychology through research. Published every Tuesday


I'm a behavioral researcher uncovering insights around building digital products for India. My current initiative, The India Notes, focuses on understanding user behavior in rural areas and creating products that can solve their unique challenges.