One of the most important aspects to solve when building a startup in India is the trust-deficit. You need to constantly figure out how to build confidence in a market where skepticism is the default.

Startups have done this in a few different ways:

1. Hyper-Communication: The Oversharing Strategy

If you've ever ordered anything online, you've probably received more updates about your package than you get about your own family: "Order placed", "Order confirmed", "Item packed", "Item shipped", "Item reached hub", "Item out for delivery", "Item at your doorstep", "Item lonely & missing you". 

Okay, I made the last one up, but you get the point. This isn't just communication; it's bridging a structural gap, a way of saying, "We haven't forgotten about you, and we definitely haven't run away with your money." In a market where personal relationships have been the cornerstone of commerce, these updates are the modern equivalent of the shopkeeper who knows your name and your favorite brand.

2. No-Risk Guarantees: Putting Money Where the Mouth Is

SolarSquare is one of India’s largest rooftop solar panel installation companies; also a portfolio company. They've introduced a savings guarantee for customers installing solar panels. If the promised savings don't materialize, SolarSquare makes up the difference. This is a bold statement of confidence in their product, which takes risk away from customers.

In the jewelry sector, consider the concept of buyback -- a practice almost unheard of in the West. It's a promise that says, "We believe in our product so much, we'll buy it back from you." This approach has been crucial for online jewelry retailers in building trust with customers who are used to touching and feeling such high-value items before purchase.

3. The OTP Obsession: Building Trust One Code at a Time

This one is the bane of my existence. In the West, it's a security measure. In India? It's practically a national pastime. We use OTPs for everything from confirming cab rides to verifying bank transactions. It's as if the entire country is engaged in a never-ending game of digital “Simon Says”.

But here's the thing -- it works. Each OTP is a tiny bridge of trust, a moment of reassurance in a sea of uncertainty. And it's not just about security; it's about giving customers control and confidence in every transaction.

4. Leveraging Established Trust: The Power of a Name

Sometimes the fastest way to build trust is to borrow it. When CaratLane – an online jewellery retailer – was acquired by Tata, it wasn't just a business deal but a trust transplant. Overnight, CaratLane went from being "another online store" to being backed by one of India's most trusted names.

This strategy isn't limited to acquisitions. Many startups actively seek partnerships or endorsements from established brands or personalities to lend credibility to their offerings. It's a recognition that in India, trust often comes from familiarity and legacy.

5. Cash on Delivery

When Flipkart introduced Cash on Delivery (CoD) in 2010, it was a revolution. Suddenly, people new to online payments could dip their toes into the e-commerce pool without fear of drowning. It was a masterstroke that addressed a uniquely local (and totally real) fear: "What if I pay and they send me a bar of soap instead of a phone?" This trust-building mechanism allowed customers to inspect their purchases before parting with their hard-earned money. It was logistically challenging, but it bridged the trust gap that was holding back e-commerce in India.

Speaking of phones & soap, early e-commerce in India was a wild west of trust issues. Remember the stories of customers receiving bricks instead of laptops? Flipkart didn't just acknowledge this trust deficit; they leaned into it. They also introduced open-box delivery for electronics, allowing customers to inspect their purchases before accepting them. It was a logistical nightmare, but it was also a trust-building masterpiece.

6. Transparency in Transactions: The Paytm Approach

Not just for consumers, but even shopkeepers need to be comforted. Paytm's POS machines loudly announce the payment amount not because they think you're hard of hearing, but as a clever way to build trust in the transaction process. By making the amount public, it ensures transparency between customer and vendor, reducing the potential for misunderstandings (or fraud…).

Trust is the invisible currency behind every transaction

The examples are endless, each one a thread in the complex ways of building trust as we must. From Domino's 30-minute delivery guarantee (which, by the way, was pioneered in India before going global) to the real-time tracking of your food delivery agent, every innovation is a response to the Indian consumer's inherent skepticism.

What might seem like trust-building overkill to an outsider is the very lifeblood of business in India.

Each OTP, each update, each innovation is a step towards building a relationship with the customer. In a market where personal relationships have traditionally been the cornerstone of commerce, these digital trust-building measures are the modern equivalent of the shopkeeper who knows your name and your favorite brand.