FTA Global, a new-age marketing company, today announced the release of its comprehensive industry report, B2B Indian Tech Industry: Search & Demand Trends 2025. The report presents an in-depth overview of the latest developments, search shifts, and demand patterns shaping the B2B technology landscape in India.
The study highlights a significant evolution in how Indian enterprises discover technology solutions. Search-led discovery has become the primary method through which decision-makers evaluate tools across AI, SaaS, cloud, FinTech, cybersecurity, and Industry 4.0. This analysis is based on detailed search and visibility patterns tracked across major metros and high-growth Tier 2 industrial hubs.
Key revelations from the report include:
• Strong Rise in AI-led Demand: AI-related B2B queries have grown by 35% YoY, making AI and ML the largest contributor to search activity within the B2B tech category.
• IoT and Industrial Automation Momentum: Searches for IoT integration, smart factory solutions, and industrial automation have grown by nearly 28%, with Tier 2 cities leading the growth curve.
• Growth in Seller Tools: B2B logistics, inventory SaaS, and ERP tool searches have shown steady 20% YoY growth.
• AI Overviews Impacting Visibility: Google’s AI Overviews prioritise content in AI, IoT, FinTech, and automation, pushing brands to optimise for zero-click visibility, structured data, and conversational queries.
The report also outlines the search share distribution across major B2B technology categories. AI and ML account for 20% of total market share, followed by FinTech and InsurTech at 15%, IoT platforms at 12%, and healthcare analytics, manufacturing tech, and B2B e-commerce enablement at 10% each. Blockchain represents 6%, while quantum computing contributes 3%.
Segment-Specific Insights Show Distinct Patterns Across Brands and Cities
The analysis highlights diverging growth trends across technology segments and regions:
● Cloud and SaaS Leadership: Google Cloud records 16% growth, followed by AWS at 12%, Freshworks at 14%, Zoho at 22%, and Microsoft Azure at 9%.
● Indian SaaS Brands Gaining Ground: Zoho and Freshworks continue to dominate domestic visibility and outperform global competitors in Tier 2 regions.
● Metro vs Tier 2 Dynamics: Metros account for 66% of total B2B tech search volume, but Tier 2 cities display nearly double the growth rate. Bengaluru leads with 22% share, while Pune and Hyderabad are witnessing the fastest year-on-year rise.
● Rise in Vernacular and Local Intent Searches: Vernacular B2B tech queries have increased by 20 to 30% year-on-year, and “near me” searches such as “ERP vendor near me” and “IT support near me” have surged by more than 20%.
B2B App Discovery and Hybrid Search Behaviour
The report identifies that 60% of app-related B2B searches are non-branded, driven by queries such as “CRM app for SMEs” or “inventory management app.” Meanwhile, branded searches like “Zoho app” and “Freshdesk app” continue to grow strongly, reflecting a hybrid discovery pattern among enterprise users.
Search Share-of-Voice (SOV) rankings show Microsoft Azure, Google Cloud, AWS, Zoho, Salesforce, and Freshworks leading in overall visibility, followed by TCS, IBM, Oracle, Infosys, and SAP.
AI Reshaping Search Behaviour and Technology Evaluation
The impact of AI is clearly visible across search behaviour as well as enterprise decision-making. Brands with AI-integrated offerings such as Microsoft Copilot, Infosys Topaz, and IBM WatsonX are experiencing significant visibility gains. Indian SaaS brands are also seeing strong momentum, driven by deeper penetration into Tier 2 and Tier 3 markets.
“The B2B technology ecosystem is entering a phase where search behaviour is no longer linear. Enterprises are discovering solutions through AI-led answers, vernacular queries, and localised intent that did not exist at this scale even two years ago,” said Senthil Kumar Hariram, Founder and Managing Director, FTA Global. “Our report shows that brands must engineer their presence for this new discovery framework. This means building structured data, creating concise and authoritative content, and investing in regional and city-specific visibility to capture demand from the next wave of business buyers.”
The report includes a strategic roadmap for 2025, outlining key investment areas for B2B technology brands. These include optimising for AI Overviews, creating vernacular and hyperlocal content, prioritising structured data, and strengthening presence across Tier 2 industrial hubs that contribute significantly to the rising demand curve.
