Don’t go to India! The negotiations take ages, the gross sales cycles are longer, and the costs are adjustable. That isn’t a market it is best to goal.” Amit Mizrahi obtained all these warnings early final yr when ICV, the Israeli HR tech startup he works for, determined to foray into the Indian market.

The purple flags have been raised by the corporate’s angel traders and different Israeli company executives in his community. ICV ignored the naysayers and spent the subsequent six months customising its product.



Mizrahi, who heads enterprise improvement at ICV, explains: “A mean CV in Israel is a web page lengthy. It goes as much as three pages within the US. In India, we noticed some CVs which might be 50 pages lengthy! On common, they go as much as 12 pages. Most programs can’t deal with such huge quantities of information. So we developed machine studying instruments that perceive numerous academic levels, designations and establishments prevalent in India, amongst different elements, to search out out what makes for an acceptable candidate for a corporation and the way we will allow fast and cost-efficient hiring for them.”


ICV is presently doing pilot initiatives with 20 Indian corporations to fulfil their staffing wants. Its India story has prompted one of many investing companies, Prytek, to combination 43 Israeli tech corporations from its portfolio and supply them as a collection to Indian corporations.


This has additionally made ICV’s critics eat their phrases.

Enter the Wadi

Israel has, over the past decade, emerged as a hub for deep-tech startups. 1000’s of those ventures have mushroomed round Tel Aviv and close by cities, incomes the world the moniker of Silicon Wadi (wadi means valley in Hebrew). Nevertheless, Silicon Wadi had a small home market to cater to — Israel has a inhabitants of lower than 10 million.

So the Wadi corporations regarded westward and created services and products for the profitable US market. Many managed to boost a variety of funds and ensured worthwhile exits for traders. Quickly, Silicon Wadi turned the B2B tech help for Silicon Valley heavyweights comparable to Google and Fb.


Now, issues are altering within the Wadi. “Corporations like ICV are creating merchandise interested by India first,” says Anat Bernstein-Reich, who runs A&G Companions, an advisory agency that helps Israeli corporations discover extra enterprise in India.

Since 2002, her agency has helped 100 such corporations arrange store in India and majority of the offers have occurred within the final three years, 18 of them this yr alone. Israelis are lastly India as not only a “backpacking vacation spot after their obligatory army coaching, however as a rustic which means enterprise,” says Bernstein-Reich.

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In fact, rising bilateral ties between the 2 nations and advisory corporations have loads to do with this new Israel to India wave. Most of all, it’s India Inc’s rising curiosity within the Silicon Wadi that’s inflicting this shift. “Ten years in the past, Israeli corporations like Ness Tech and Click on-Software program have been buying Indian corporations.

Now the development has been reversed by the likes of Wipro, Flipkart and Solar Pharma which have acquired Israeli tech corporations within the final three-four years,” says Bernstein-Reich. Indian corporations are additionally aping the Silicon Valley’s technique with respect to Silicon Wadi — by attending startup occasions, organising R&D stations, and assigning a staffer to remain in Israel for longer intervals to scout for corporations to amass or collaborate with.

Collaboration with Israeli tech provides India a aggressive benefit within the world market, says Ankur Pahwa, partner-ecommerce & client web, EY India. “Israel spends near four% of its GDP on R&D which makes it one of many

main nations in world innovation.”



The Beeline

Because of this push (from the likes of A&G) and pull (from Indian corporations), Israeli tech companies have been in a position to crack the B2B Indian market in six main sectors: telecom & web, agriculture, cybersecurity, training, healthcare and vehicles.

Right now, an Israeli cellular advertising analytics and attribution agency referred to as AppsFlyer occupies 75% of the market share in India, including high client web corporations comparable to Paytm, Hotstar, Nykaa and Swiggy to

its record of 250 Indian purchasers. Ariel Assaraf, CEO of a log analytics firm Coralogix, tells ET Journal that the Israeli firm now ranks India alongside the US as its high market.

His firm managed to unseat two Silicon Valley unicorns to bag offers at one in every of India’s main streaming platforms and an internet ticketing firm that at the moment are amongst Coralogix’s 10 main purchasers in India. It’s no imply feat contemplating most Israeli tech corporations see the US as their greatest market and India as solely the most recent one — too small to make a major contribution in the meanwhile.

Just one or two main Israeli corporations handle to make $10-15 million in annual recurring income from their India operations, say the stakeholders. However the numbers are getting higher with every passing day, in response to Mark Granot, vice chairman of software program testing agency Applause.

Have a brand new app you wish to check for person interface and person expertise throughout totally different working programs earlier than the large rollout? Wish to examine how user-friendly is your streaming participant’s interface throughout all shapes, sizes and types of screens? Granot’s agency presents a choose set of customers from a group of over 400,000 folks. It has been doing that for just a few years for Google, Fb, Netflix, Walmart, Starbucks and Nike.

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Two years in the past, Applause determined to enterprise into the Asia-Pacific area and selected India first. “Presently, we’re working with 10 Indian corporations along with Indian branches of American corporations. India contributes a excessive single-digit share to our total income,” says Granot.

In the meantime, on the earth of India’s overthe-top content material gamers, Israeli tech corporations comparable to Kaltura, Screenz, Applicaster and Cloudinary, are widespread names now. ZEE5 is working with not less than 12 Israeli corporations whereas VOOT with half a dozen. MindCET, an incubator for edu-tech startups, has helped not less than 20 Israeli corporations discover alternatives with Indian companies and establishments within the final couple of years, says founder Avi Warshavsky.

In April, Bernstein-Reich’s A&G Companions signed a take care of EM3 Agri Companies in Noida to launch an accelerator referred to as Agribator to attach Israeli agri-tech corporations with Indian agro companies and farmers. In just some months, Agribator introduced in six Israeli corporations into India, says Rohtash Mal, chairman of EM3. “Extra offers are being signed as we converse,” he says.

“There are not less than a dozen different massive Israeli institutions within the agri-tech area which have set store in India within the latest previous,” says Randhir Chauhan, managing director of the India arm of Netafim, an Israeli agri main current within the nation since 1997.

From nowhere to almost all over the place, the Silicon Wadi is step by step forming one other Mini Israel in India. Solely there may be nothing on the bottom — all the pieces is within the cloud, as software program as a service or SaaS. It’s also evident that these synergies are usually not being solid on the again of stable tech alone, however on the premise of similarities in tradition and values.

As Gily Netzer, chief advertising officer of Cymulate, a cyber tech agency that entered India final yr, notes, “Folks don’t purchase a product, they purchase into the folks. Our formidable but simple nature appeals to the Indian enterprise group.

We’re at all times pushing ourselves to search out options to issues however we’re additionally not afraid to say ‘no’.” Cymulate simulates cyber breach and assaults for safety testing. In different phrases, it inflicts a number of synthetic assaults on the consumer’s system to learn the way badly it must be secured after which exhibits simply the way it can try this.

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Final week, the corporate signed a take care of one in every of India’s largest banks whose title Netzer says she is contractually sure to not disclose. In the meantime, NSO Group, an Israeli tech firm, hit the headline in India after its spyware and adware was allegedly used to eavesdrop on WhatsApp accounts of dozens of Indian customers.

NSO later denied the allegations. “Israelis are continuously underneath menace. They tend to maintain innovating as a result of in the event that they don’t evolve, they worry they received’t exist,” says Saket Agarwal, managing accomplice of Onnivation, a Mumbai-based agency that invests within the India enterprise of Isreali tech companies and runs their gross sales and development operations.

Began in 2016, Onnivation made $1 million in income in its first yr. Final yr, it made 9 instances that determine. Agarwal contemplates a co-investing mannequin for working with Israeli startups now and hopes to make $14 million by Could subsequent yr. To date, Onnivation has helped 15 Israeli corporations discover enterprise alternatives in 100 Indian corporations.

Amongst them is ZEE5 that evaluated tech companions from a number of markets earlier than choosing the Israelis. “We try to do loads in a brief time period to ship worth to our viewers. For us, the tempo at which the Israeli companions work is encouraging.

You want the form of self-discipline that comes from them. Maybe their obligatory army background additionally ensures they’re regimented in the direction of timelines,” says Rajneel Kumar, head of product on the streaming service.

For Akash Banerji, enterprise head at streaming platform VOOT, it’s Silicon Wadi over everybody else as a result of “not like the American, Chinese language, and even Indian techies, the Israelis design services and products for a overseas market first. So that you received’t discover many direct to buyer merchandise there, however a number of profitable SaaS corporations.

Given their wealth of expertise and publicity, they’re extra delicate and agile to overseas markets, and now have cost-effective options.” One more reason Indian corporations find yourself working with a number of Israeli tech companies, he notes, is that the Wadi is one natural creature with totally different strands, all rooted in a single place.

“You meet one participant, they advocate a number of others that could possibly be helpful for what you are promoting. The Silicon Valley within the US, then again, is way larger, but in addition filled with particular person creatures,” he provides.