![The Middle India consumer](https://d25ecq9zgd9hts.cloudfront.net/img/2022/11/middleindia.jpg)
Middle India has low trust for a new interface. Here’s how Razorpay, Smartstaff, Meesho, Dehaat and Krazybee are investing in gaining trust. An extract from ‘Winning Middle India: The Story of India’s New-Age Entrepreneurs’, by Bala Srinivasa and T.N. Hari