Ola is an Indian multinational ride-sharing company.

Consumers were the first beneficiaries of India’s rapid digitization wave—businesses are up next.

As internet and mobile access become ubiquitous in India, the country’s eCommerce market is on the cusp of a trillion dollar digital opportunity.

PMF isn’t binary; it’s a spectrum. Here’s early stage advice along with eight principles to drive traction and reach customers right for your startup.