New Delhi, March 30 -- India's technology market has often served as a proving ground where global platforms compete both for users and influence over the digital set-ups of industries. The rise of GenAI models is setting the stage for a similar contest.

Winning revenue from Indian enterprises will soon become one of their most consequential battlegrounds. The reason: India combines a vast base of digitally ambitious companies with price sensitivity, a deep developer workforce and industries eager to automate knowledge work.

For model providers, success here does not simply mean selling software. It means embedding their models into the daily workflows of companies.

The early manoeuvring already reveals different strategic instincts. G...