Perplexity's India Gambit: Free AI for 360M Users
Perplexity, a US AI startup, is employing a classic Silicon Valley growth strategy: targeting India. They've partnered with Bharti Airtel, giving 360 million Airtel customers a year of free access to its premium Perplexity Pro service – the largest distribution deal of its kind globally. This isn't a watered-down trial; it's the full Pro version, including access to powerful models like GPT-4.1 and Claude. The move targets Airtel's paying subscribers, a massive segment of India's commercially valuable internet users, in a market projected to surpass 900 million users by 2025. This highlights India's importance as a key growth market for tech giants, but also underscores the fierce competition, with players like OpenAI and Google vying for market share. Despite India's vibrant AI startup scene, the country still lags in developing its own globally competitive LLMs. Perplexity's bold move exemplifies the high stakes and unique challenges of conquering this massive market.