India, Sept. 24 -- India's next growth story is not limited to the biggest cities. For UBON, Tier-2 and Tier-3 markets are becoming a central part of the business, with demand shaped by younger consumers, wider connectivity, changing payment habits and stronger appetite for consumer electronics.

Lalit Arora, COO & Co-Founder, UBON, says the shift is already visible in the company's category. He points to markets such as Indore, Coimbatore, Lucknow, Surat and Patna as some of the fastest-expanding locations for smartphone and audio accessory demand.

But reaching Bharat is not simply about adding more distributors. Arora argues that the bigger challenge is building a local ecosystem where retail, e-commerce, financing, inventory, service ...