About
We create markets in India for product companies, and get paid on what that creates
1x2x.in works with overseas and Indian product companies - software, hardware, deep tech, industrial, medtech, mobility, consumer - that need India to become a real, measurable market rather than a line in a board deck.
Dispatch, on time
Fulfilment your buyer can plan around
Repeat invoice
Warranty promise kept at the counter
How we think
Six positions we operate from
Evidence before entity
Incorporation, inventory and local hiring are consequences of proven demand, not substitutes for it.
Outcomes, not hours
Every phase carries an outcome metric set. A busy quarter with no evidence is a failed quarter.
Skin in the game, honestly priced
Retainers fund disciplined work. Success fees follow collected cash. We never sell pure success-fee 0→1 work, because it corrupts the work.
Margin matters more than top line
For physical products we are paid on contribution margin, so landed cost, channel margin and returns are our problem too.
Built to hand over
The end state is your India team running the motion. We plan the handover from the first phase.
No India hype
Market size is not a strategy. We would rather tell you there is no wedge than sell you a launch.
How we engage
A Master Services Agreement plus a Statement of Work per phase
The MSA covers confidentiality, IP, attribution, registered opportunities, fee mechanics and termination. Each SOW states the phase, outcome metrics, deliverables, fees, gate criteria and pass-through costs.
Field notes
The sentences that shape every plan we write
Paraphrased from discovery conversations across categories and cities.
“Everyone sends me a deck. Nobody sends me a pilot I can run on one line, with a number I can take to my finance head.”
Plant head, industrial equipment buyerPune“Your global price list is not my problem. Show me landed cost, duty, service turnaround - then I'll talk volumes.”
Procurement lead, mid-market manufacturerChennai“I'll stock it if the first thirty units move and someone picks up the phone when a customer walks back in.”
Distributor, tier-2 retail networkIndoreStraight answers
What people ask about how we operate
Who we are, how we are paid, and how we differ from consultants and distributors.
- What is 1x2x.in?
1x2x.in is an India market-creation firm for product companies. It builds demand, first collected revenue and a repeatable commercial motion for digital, physical and hybrid products, then scales it pan-India.
It is not a consultancy that ends at a strategy deck, and not a distributor that resells your product. The team operates the India motion with you across three stages - 0→1 create, 1→2 prove, 2→x scale - and is paid partly on the value that motion creates.
See the operating system- How is this different from a market-entry consultant or a distributor?
A consultant delivers analysis and a distributor buys and resells. 1x2x.in operates your India motion, is measured on collected revenue and margin created, and hands the motion over to your team.
The engagement ends with your own team, partners and playbooks running the motion - including the ICP definition, price metric, procurement path and partner set that produced the revenue.
How we operate- Do we need an Indian entity before starting?
No. An entity is not a prerequisite for 0→1, because the first stage is designed to produce demand evidence before you commit to incorporation, inventory or local hiring.
Entity, tax and compliance paths are mapped during 0→1 so the decision is made with a validated ICP and real pricing evidence in hand, rather than as an opening bet.
What happens first- How does 1x2x.in charge for India market creation?
Pricing is a retainer or fixed fee plus a success fee. The fee funds the operating team and research; the success fee follows attributable revenue only after cash is collected.
Success fees never trigger on bookings or invoiced pipeline. For physical products the success fee is calculated on contribution margin, not gross sales, so nobody is rewarded for unprofitable volume. Caps and step-downs are available where they make internal approval easier.
Commercial structure- How do you start working with 1x2x.in?
Start with a scoped request or an India Diagnostic: a short written brief on your product, target segment and time horizon, answered with a stage recommendation and an indicative fee structure.
The diagnostic exists so the first commercial decision is small. It produces a written India thesis, the evidence gaps that matter and the shortest credible path to a first order.
Start a conversation
Test whether your product has a credible India wedge
A focused 30-minute discussion about your product, your current markets and the likely India wedge. No pitch deck, no generic market-size slides.