The landscape of consumer behavior in India has undergone a substantial transformation, veering away from traditional subscription models with newspaper vendors and milkmen towards a strong proclivity for monthly provisions encompassing shaving essentials, dietary supplements, and a plethora of over-the-top (OTT) platforms. These platforms, exemplified by Netflix, Amazon Prime, Sony LIV, Disney Hotstar, and others, have revolutionized the way Indian consumers interact with content and services. An emerging trend in India is the inclination to possess fewer possessions and, instead, opt for subscriptions. But what fuels this remarkable shift, and why have subscriptions emerged as the favored choice among Indian consumers? Let’s delve into the driving forces behind this trend.
This article delves into the factors that have propelled the success of the subscription model in India. We will explore why businesses are embracing subscription models, why Indian consumers are gravitating towards this paradigm, and the diverse subscription models shaping the market.
How Did the Subscription Model Establish Its Foothold in India’s Diverse Landscape?
Customer Centricity
The subscription model’s ascendancy in the Indian market can be primarily attributed to its customer-centric ethos. Take OTT platforms as an illustrative example. These platforms provide an array of subscription plans with varying features and prices, empowering customers to select options that resonate with their preferences. This personalized approach positions customers at the epicenter of the experience. It comes as no surprise that Statista foresees a remarkable 528.9 million OTT users in India by 2027.
Growth of eCommerce
The rapid expansion of India’s eCommerce sector, particularly during the pandemic, has been nothing short of meteoric. In a mere year, the market size of the eCommerce industry surged from 30 billion in 2020 to an impressive 84 billion in 2021. Projections indicate that this trajectory is set to persist, with expectations of reaching 200 billion by 2027. The surge is attributed to the proliferation of products and services, diverse payment options, and a seamless shopping experience, motivating Indian consumers to embrace subscription services.
Transition to Digital Payments (UPI)
The availability of digital payment options, including Google Pay, BHIM UPI, and Paytm, has streamlined online purchases for Indian consumers. As internet penetration continues to expand in India, consumer preferences are evolving, enabling swift access and payment for the services they require, often in mere seconds.
Increased Spending Power
The surge in income levels and urbanization in India has substantially bolstered the spending power of both urban and rural-urban consumers. These economic factors have played a pivotal role in driving the surge in subscription adoption. Furthermore, the burgeoning spending capacity is poised to have a positive impact on the Indian economy, with forecasts of it reaching the $5 trillion mark by 2026-2027.
Why Entrepreneurs and Startup Companies Are Embracing the Subscription Model
Aspiring businesses are increasingly gravitating towards the subscription model for several compelling reasons:
Positive Impact on Cashflow Management
Unpredictable revenue streams can disrupt cash flow management, making it challenging to forecast funds’ inflow in the coming months. This uncertainty can hinder effective cash flow management. Subscription business models offer the advantage of predictable monthly revenues, providing businesses with clarity on the flow of funds in the immediate and near future. This predictability equips them to manage cash flow efficiently and address any financial repercussions that may arise.
Enhanced Customer Loyalty
Customers often seek convenience and a seamless experience. The subscription model offers precisely that. Customers can effortlessly subscribe to services by making small monthly payments, saving them time and effort. Moreover, they have the flexibility to upgrade or downgrade their subscriptions with just a few clicks. This streamlined customer experience fosters loyalty, a valuable asset for any business.
Customized Personalization
In contrast to traditional models, subscription models offer extensive opportunities for personalization. Customers are presented with multiple subscription options, enabling them to choose the plan that aligns with their needs and preferences. This level of personalization empowers customers and encourages long-term commitment to the business.
Effective Demand Forecasting
For businesses selling physical products, such as shaving items or baked goods, predicting future demand is crucial for meeting customer needs. Subscription models facilitate this by leveraging customer data to understand purchasing patterns. This data-driven insight allows businesses to forecast demand accurately and adjust their production levels accordingly.
Why Indian Customers Are Embracing the Subscription Business Model
Indian consumers are flocking to subscription-based businesses for various reasons:
Simplified Purchasing Process
The ease of the buying process is a major draw for Indian consumers in subscription models. The ability to make small, affordable payments is far more accessible than paying the full amount upfront.
Bundled Product and Service Features
Subscription models often bundle multiple features into a single offering, which presents a more compelling value proposition than purchasing individual products or services. This bundling approach resonates with Indian customers, motivating them to embrace subscription-based businesses.
Tailored Personalized Experiences
Customer preferences vary widely. Some customers desire additional features and are willing to pay extra, while others seek basic features at a lower cost. Subscription businesses cater to this diversity by offering a range of plans with distinct pricing and features. This level of flexibility and personalization ensures that customers receive a tailored experience.
Trial Opportunities
Indian consumers prefer trying out products or services before committing to a purchase. Subscription models facilitate this process. Customers can sample services or products by making a minimal upfront payment. If they find value in the offering, they can continue with their subscription. Conversely, they have the freedom to cancel their membership if it doesn’t meet their expectations.
Reward Programs
Subscription businesses often foster stronger customer loyalty compared to other models. Many of these businesses reward long-term customers with incentives, providing an additional reason for customers to remain engaged.
Types of Subscription Pricing Models
Flat Rate
In the flat-rate subscription model, customers gain access to a product or service at a fixed price with predefined features. Payment terms may vary based on the duration of the subscription. Prime examples include Amazon Prime and Hotstar.
Pay-as-You-Go Model
As the name suggests, the pay-as-you-go model allows customers to pay only for the resources or services they utilize. This approach is commonly seen in broadband services, where customers are billed based on their data consumption.
Stair-Step Based
The stair-step pricing model involves charging customers a predetermined fee until they surpass or fall below a specific usage threshold. For instance, a company offering resume parsing services might charge a fixed rate for parsing up to 1,000 resumes, with a higher rate for exceeding this limit.
Tiered
Tiered pricing models are often employed by software products. They consist of 2-5 pricing tiers, each offering a unique set of features at varying price points. Well-known examples include GoDaddy and Microsoft Visual Studio.
Per-Feature Pricing
In the per-feature pricing model, the cost of the product or service is determined by the number of features or functionalities included. Products like Nibble Box and QuickBooks use this approach.
Key Takeaway
The subscription business model is on a steadfast rise in India, with consumers embracing it enthusiastically. This trend is anticipated to continue its growth trajectory, offering online entrepreneurs the opportunity to stay ahead of the competition and capture an ever-expanding market. Embracing the subscription model is a strategic move that aligns businesses with the evolving preferences and behaviors of Indian consumers.