FTA Global Unveils “B2B Indian Tech Industry: Search & Demand Trends 2025”: How India Discovers Enterprise Technology Today

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.