India is often described as the next billion-user opportunity. The potential is immense - a young, ambitious population eager to improve their lives through digital experiences. Yet bringing technology to first-time users here is far more complex than translating a few menus or scaling infrastructure. It demands a willingness to challenge our own assumptions, rethink how we introduce products, and design for situations that are often communal, resource-constrained, and cautious.During my time as a Product Marketing Manager developing affordable AR/VR devices for Indian households, I was able to observe firsthand the realities that shape how new technology is received. These moments were not neatly captured in surveys or press releases. They emerged through small interactions: the pause before a purchase, the hesitation before unboxing, the quiet resignation when something felt confusing.
The Problem
AR/VR has been imagined and built mainly for early adopters - individuals who have disposable income, confidence exploring new interfaces, and a natural interest in innovation. The majority of Indian consumers we served looked very different:
- Many had a limited grasp over English or were only partly comfortable reading formal regional language
- Families often shared devices rather than owning them individually
- Space constraints made some spatial computing features impractical
- Value was scrutinized carefully, with every rupee weighed against clear, tangible benefits
Our mission quickly expanded. We were not simply launching a product. We were introducing a new way of thinking about entertainment, learning, and connection, all while keeping pace with households that often included three generations and varied levels of comfort with technology.
Insights from the Field
Field research and pilot programs forced us to revisit our assumptions and adapt in ways that were sometimes humbling.
- Skepticism shapes decisions: During a product demonstration in a tier 2 city in India, a mother asked a straightforward question: “If my phone already shows videos, why spend more?” This mindset came up repeatedly. People were willing to explore but only when convinced that the experience delivered something their current devices could not.
- Onboarding influences trust: In our first focus group, nearly 40% of users never completed setup. The instructions assumed familiarity with app downloads, Wi-Fi networks, and pairing flows. When steps felt confusing, users quietly disengaged rather than asking for help.
- Language drives confidence: Early designs relied on English and textbook Hindi. The tone felt disconnected from everyday speech. One father in Uttar Pradesh mentioned that the phrasing sounded like it belonged in a government notice rather than a home device.
- Technology is social and contextual: Many households treated the device as a shared resource. Grandparents, children, and neighbors often gathered to watch or learn together. This collective dynamic influenced everything from screen casting to account management.
- Wearable devices can create anxiety: Many households were apprehensive about wearing a device and the health implications it may carry. In roundtables, many users also felt self-conscious about waving their hands without clear feedback. Buttons, remotes, and voice prompts proved much easier to adopt.
How We Responded
These lessons shaped both the product and our approach to marketing.
- Simplified onboarding.
We moved away from multi-step pairing screens. Instead, setup began with a “TV installation” metaphor, using familiar visuals and clear spoken instructions. - More authentic language.
Our team rewrote the interface copy to reflect everyday regional phrasing. This shift made instructions feel approachable rather than intimidating. - Use-case storytelling.
Marketing began to highlight relatable scenarios: a child learning anatomy through 3D diagrams, a family watching cricket together, or grandparents experiencing a virtual Darshan (deity worshipping). These examples replaced vague promises about futuristic possibilities. - Video-first education.
Tutorials evolved from dense text manuals to short video explainers. Watching someone demonstrate each step proved far more effective for first-time users. - A focus on first-use delight.
Rather than showcasing every feature upfront, the product emphasized a single, satisfying experience on first use. This built confidence and curiosity to explore further. - Seasonal Launch.
We launched the first AR device during the Indian Premier League, which attracts over 1 billion viewers across India. The immersive Personal Theatre feature resonated strongly with audiences, driving a significant uplift in sales during the season.
The Assumptions That Failed (and What They Taught Us)
Some of our earliest beliefs could not survive contact with reality:
- Many users did not assume the technology was valuable without evidence. They needed proof that it fit their lives.
- Ergonomics mattered more than expected. Headsets were often set aside after a few minutes of discomfort.
- Early adoption did not feel exciting to everyone. For some, it felt risky or unnecessary.
- Interactive features drew less interest than lean-back experiences like YouTube or cricket broadcasts.
- The idea of a single-user journey rarely applied. Families gathered around the device, negotiated turns, and evaluated together whether it was worth keeping.
My Takeaways
Throughout my time at Meta and JioTesseract, I kept returning to the same question: “Am I making this product more accessible or simply reinforcing existing divides?” Early in my tech career, I defaulted to designing for people like myself - comfortable with devices, confident experimenting with new interfaces. That approach does not work when the goal is true scale across India and West Asia.
I came to believe that first-time users are not “behind” or reluctant to learn. They have been excluded from a conversation that assumed a shared language, context, and sense of familiarity. What is often labeled a learning curve is simply a design gap waiting to be closed.
Real accessibility does not start with compliance checklists. It starts with cultural and emotional relevance. It asks whether someone can feel at home from the first tap instead of struggling through the tenth tutorial.
If we want technology to deliver on its promises, we need to move past novelty and ask harder questions about trust, inclusion, and relevance. For every product team and marketer working in emerging markets, this is the challenge worth solving. Are we truly enabling people to participate, or just handing them something that feels out of reach from the start?
