I feel like Indian founders underestimate how different “what people say” vs “what people do” actually is

HOOKd founder Dia Goel came to Tetr College for a talk about consumer behavior and it genuinely made me reflect, most startup ideas sound good in theory. But Indian consumers are weirdly contradiction-driven. People say, healthy food and then order burgers at 1am.

People say, support local brands and still buy, whatever delivers fastest. Feels like a lot of founders build for opinions instead of actual habits.

What’s another industry where you think this gap is huge?