We Have to Make Products for India, Not Just Made in India

From starting bootstrapped in 2014 to strike a run rate of Rs15 crore for the current fiscal and venturing overseas, there is no looking back for the sales automation platform FieldAssist. “We are now metamorphosing from a sales automation platform to being a one-stop solution for the entire sales processes,” Paramdeep Singh Anand, CEO of FieldAssist, tells Forbes India in an interview. Edited excerpts:

Q. What were the early challenges in setting up FieldAssist?

There were a lot of challenges when we started in 2014. We were among the first few product companies in India selling SaaS (software as a service or cloud-based solutions) to customers. For decades, Indian enterprise customers have followed a policy of owning their software rather than renting it. Explaining the RoI (return on investment) and overcoming this mindset were significant challenges. On top of it, we were a startup with a bunch of young, tech-oriented, passionate people, quite naive in the industry. But we had identified a problem for the B2B industry, which required us to dig deep into the knowledge base of our vertical. We were pitching to veterans of the trade who had decades of experience in the CPG (consumer packaged goods) industry.

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