CarDekho Founders Amit & Anurag Jain Write: How to Start-Up in a Tier-II City

Our entrepreneurial journey as the founders of the CarDekho group proves the fact that ambition and ingenuity can flourish in the most unexpected places. Hailing from Jaipur, a Tier-II city, we shaped an idea born in a garage into what is now a unicorn valued at $1.2bn. Our story is a tale of vision, perseverance and overcoming challenges showcasing that success is not confined by geography but is shaped by a commitment to innovation and hard work.

After completing our engineering education and gaining professional experience, we returned to Jaipur following the loss of our father. Committed to staying in our hometown, we decided to leverage our technical knowledge to start something meaningful. That’s how GirnarSoft, our software-development firm, came into existence.

The turning point came in 2008 when we attended the Delhi Auto Expo. Amid the spectacle of automobiles, we noticed a significant gap: the lack of accessible, customer-focused information to help buyers make informed decisions. This realisation sparked the idea of creating an online platform dedicated to car searches and reviews. Thus, was laid the foundation of CarDekho to address this need in the automotive ecosystem.

First Gear

In the early days, we operated out of our garage, focusing on addressing real customer needs. We concentrated on creating high-quality, informative content that would resonate with users and build trust. This approach helped us grow our user base organically without relying heavily on traditional marketing channels.

Over the years, we used innovation and technical expertise to solve pressing challenges for automotive consumers. What began as a car search and review platform has evolved into a comprehensive house of brands that integrate automotive and financial solutions seamlessly.

The early days were far from easy, but we saw every challenge as an opportunity to adapt and grow. One of the earliest hurdles we faced was establishing a presence in a competitive market without the luxury of a large marketing budget. Instead of relying on traditional advertising, we chose to focus on creating content that resonated with our audience. This organic approach not only allowed us to reach people but also helped us earn their trust over time.

Another significant challenge was hiring talent. Being based in Jaipur, which wasn’t widely recognised as a hub for tech expertise, meant we had to think differently.

We turned to local colleges and universities, bringing in fresh graduates who were eager to learn. By investing in their growth and providing hands-on training, we created a pool of skilled professionals. Many of those early team members hold leadership positions in the organisation today.

Changing Gears

By 2013, after seven years of remaining bootstrapped, we secured our first significant investment—a $15mn Series A round. This wasn’t just a financial boost; it marked an important step forward, enabling us to expand our offerings, enhance our technology and build stronger connections between customers, dealers and financial institutions.

Since the inception of CarDekho, we have focused on seamlessly integrating cutting-edge technology into our operations. Our proprietary tech suite comprises products like an in-house machine learning tool, lead management app, dealer digital asset websites, loan origination system and various product apps.

By identifying and addressing customer pain points through technology, we have built a house of brands under the CarDekho umbrella. Today, our network includes brands such as CarDekho.com, BikeDekho, PowerDrift, Zigwheels, InsuranceDekho, rupyy, OTO, Revv, and Carrum, among others.

Each brand leverages innovation to address specific gaps within the industry. Notably, our entry into the shared mobility segment was marked by a merger with Revv, a car rental and subscription service.

As part of our tech-first approach, we have made strategic investments in emerging start-ups such as BiUP, an immersive software as a service platform, and Girnar AI Innovations Lab, which specialises in conversational artificial intelligence tools aimed at enhancing customer engagement.

Additionally, our footprint spans Southeast Asia and West Asia. We have captured a share of the used car financing market in Indonesia and expanded through acquisitions, such as Carmudi’s operations in the Philippines, while launching services in Malaysia, Thailand and Singapore.

Tips From Trailblazers

Our entrepreneurial journey has given us insights that can guide others aiming to build successful businesses in Tier II and III cities. These regions present unique challenges and our experience has shown that success often depends on adaptability, resourcefulness and maintaining a clear sense of purpose.

A key takeaway from our journey is the importance of addressing real problems and prioritising value creation rather than focusing solely on financial metrics or valuations. These lessons can serve as a foundation for entrepreneurs navigating similar paths.

When it comes to scaling and fundraising, building a solid foundation and demonstrating tangible value are crucial. We’ve learned that focusing on frugal operations, staying open to continuous learning and treating setbacks as opportunities for growth resonate well with investors. Fundraising requires a long-term perspective, and scaling should follow product-market fit, with user feedback driving product evolution and improvements.

Aligning business strategies with local needs, investing in talent development and leveraging technology can enable start-ups to grow sustainably and achieve lasting success.

Our journey from a garage in Jaipur to building a platform that supports every stage of the vehicle-ownership lifecycle has taught us the importance of determination and innovation. We aim to create a seamless ecosystem that includes accessories, insurance, roadside assistance, and financial solutions, ensuring a smooth and convenient experience for customers.

With an aspiration to build a new wave of entrepreneurship in India, we are committed to nurturing talent and innovation. We envision creating a ‘house of entrepreneurs’ and empowering young changemakers to contribute to India’s transition into Bharat 2.0.

The writers are co-founders, CarDekho