In a conversation with TechGraph, Ankur Vij, Senior Vice President of Business Growth at Techjockey, spoke about the evolving dynamics of B2B software adoption and how the company is responding with a guided, data-driven buying experience. He highlighted the growing demand for AI-first tools across functions such as HR and finance, and explained how the platform is adapting its taxonomy to help non-technical users navigate increasingly complex software choices.
Read the interview in detail:
TechGraph: The B2B software buying landscape in India has matured significantly over the past few years. How have you seen buyer behaviour shift, particularly among mid-sized and traditional businesses?
Ankur Vij: In the past 7–8 years, India has witnessed a revolutionary change in B2B software adoption, particularly for SMEs and conventional firms. Buyers are far more aware and technology-savvy now and tend to visit our platform with certain clear-cut requirements. The decision-making is quicker and based on data, with a much higher focus on value, integration strength, and scalability.
Interestingly, we’re seeing similar behavioural patterns in international markets like the USA and UAE, especially among mid-sized enterprises exploring alternatives to legacy systems. In just the past quarter, we’ve activated our presence in these two markets and are already seeing 1000s of inbound queries each month. This international momentum confirms that the problem Techjockey solves—software discovery and decision support—is universal.
TechGraph: With the explosion of SaaS startups in India, especially in vertical-specific domains, how does Techjockey curate and vet software listings to maintain relevance and quality for buyers?
Ankur Vij: We have a strong in-house editorial and research team that works closely with software vendors to ensure every listing on Techjockey is high-quality, up-to-date, and genuinely useful to a decision-maker. Our vetting process involves both qualitative and data-driven parameters, including user reviews, pricing transparency, feature benchmarking, and alignment with the product roadmap.
With growth in markets such as the USA and UAE, this curation layer becomes even more imperative. These countries are saturated with SaaS options, and companies there are searching for platforms that can make the decision-making process easy with trust and precision—something we’ve already achieved success in India and are now exporting.
TechGraph: There’s a growing demand for AI-powered tools across HR, finance, and customer management. Are you seeing a tangible shift in demand toward AI-first solutions on your platform, and how is Techjockey adapting to that?
Ankur Vij: Absolutely. Over the past few years, AI-first solutions have shifted from being optional to essential, particularly in areas like HR automation, financial forecasting, and customer relationship management. We have observed a 40% year-on-year increase in searches specifically for AI-enabled tools.
This trend is not limited to India. In the USA and UAE, the demand for AI-powered B2B solutions is even stronger, with businesses seeking competitive advantages through automation. To meet this demand, our platform’s filters are improved, and taxonomy is used to better highlight AI-driven tools, and we introduced easy-to-understand methods to help non-technical buyers make the right choices.
TechGraph: Tech buying in India is often driven by founder intuition rather than structured IT teams, especially in SMEs. How does your platform guide such decision-makers in choosing scalable, future-proof solutions?
Ankur Vij: We recognise that most Indian SMEs operate without formal CTOs or specialised procurement teams. Therefore, we structured our platform to exceed listings and function as a buying assistant. We require recommendation quizzes, product comparison facilities, demo scheduling, and expert-led consultations, all built to enable founder-driven, intuitive decision-making.
Interestingly, we are encountering similar buying behavior in our international markets. In the USA and UAE markets, we are also navigating the tech landscape without structured IT support. Our India-first approach to simplifying software discovery is proving equally effective in these regions.
TechGraph: Given the increasing competition from global SaaS aggregators and marketplaces entering India, what differentiates Techjockey in terms of localization, pricing, or post-sale support?
Ankur Vij: I think what truly sets us apart- our deep understanding of localisation, which goes beyond just language and currency. We’ve carefully considered the Indian SME mindset and have tailored our user experience, pricing display, and post-purchase support to resonate with them.
Our commitment doesn’t stop with a transaction. We continue to support our clients through onboarding, renewals, and even vendor migration when needed.
In global markets like the USA and UAE, we are replicating this success with tailored localisation—building region-specific vendor partnerships, offering local pricing intelligence, and expanding support across time zones. Our ability to blend global tech with local understanding is what positions Techjockey uniquely against other platforms.
TechGraph: Subscription fatigue and SaaS overload are becoming real concerns for businesses. Are you noticing hesitation or pattern changes in how businesses are buying or renewing software subscriptions?
Ankur Vij: Yes, indeed. Companies are becoming more selective, often posing the question, “Do we need one more tool?” We’re witnessing an increasing trend of vendor consolidation and tech stack optimization, particularly for mid-sized companies. To address this, Techjockey has introduced intelligent recommendation engines and bundled solution suggestions that promote smarter purchasing.
In more mature markets like the USA, where budgets are tighter and software ecosystems are more complex, our value-driven, consolidation-first approach is resonating well. The future isn’t just about discovery—it’s about rationalization, and we’re aligned with that shift.
TechGraph: Looking at 2025 and beyond, what trends do you believe will shape the next phase of B2B software distribution in India, and where do you see Techjockey positioning itself in that evolving ecosystem?
Ankur Vij: We foresee a shift towards hybrid models that blend digital discovery with personalized consultation. This caters to buyers who value both online research and expert guidance.
Looking ahead, we expect the key trends such as increasing demand in AI-powered personalization, greater emphasis on vernacular accessibility, the integration of financing options, and continued vendor consolidation. This year is a milestone for Techjockey. We’re committed to growing our presence in Tier 2 and Tier 3 cities in India while concurrently scaling out globally.
Our growth in the USA and UAE confirms the exportability of our model. Ultimately, we wish to be the most trusted B2B software advisor to SMBs in both emerging and developed economies.
