Aloke Bajpai, co-founder and CEO of online travel aggregator Ixigo, refuted a BBC report claiming that one billion Indians lack disposable income, calling it “completely bunk.” He argued that this view overlooks the potential of India’s “Bharat opportunity.” Bajpai emphasized the importance of understanding local consumer behavior, stating that terms like “discretionary spending” do not apply in the Indian context. He highlighted how spending may revolve around cultural practices, such as trips driven by faith or social gatherings. Bajpai urged entrepreneurs to innovate and empathize with the aspirations of these consumers, cautioning against ignoring this significant market segment.