How COVID-19 Supercharged India’s Global SaaS Sales Engine

India’s Unexpected Post-Pandemic Sales Boom

The COVID-19 pandemic, while a global tragedy, served as a surprising catalyst for transforming how business is conducted—particularly in the realm of sales. One of the biggest beneficiaries of this behavioral shift has been India. With remote tools becoming the norm, Indian companies and sales teams began securing global deals without ever leaving their desks. This reshaped the country’s positioning in the world of SaaS (Software as a Service), turning it from a back-office destination into a full-fledged global sales hub.

Before the pandemic, trust-building was a physical endeavor—dinners, in-person meetings, and handshakes were vital. But with the onset of lockdowns, virtual platforms like Zoom and Google Meet became the primary modes of interaction. Manav Garg, founder of Eka Software, highlighted how this shift placed the product or service at the center of the conversation. Trust began forming around utility and performance rather than personal rapport.

This change proved particularly advantageous for India, where a large, skilled, and affordable workforce could now participate directly in global sales operations. Job Sam Koshy, APAC head of partnerships at Avalara, explained how buyer expectations evolved: clients no longer needed face-to-face interaction for every transaction. Remote meetings not only became acceptable but preferable for scale and efficiency.

The result? Explosive growth in India’s SaaS sector. In 2015, the country hosted only 40 SaaS firms. By 2021, that number had grown to 3,000 and now stands at over 6,500—contributing roughly \$80 billion in global revenue. India now commands approximately 1% of the global enterprise software market, a monumental leap in a short time.

Avalara’s evolution in India mirrors this trend. Initially functioning as a task-oriented back office, its Indian branch now handles core business functions, including account management and customer relationships across regions like APAC, EMEA, and the US. Despite the challenges of regional localization, Indian teams are successfully managing operations that require both technical precision and cultural sensitivity.

Crucial to this success is the rigorous training given to Indian sales staff. From scripts to time-zone targeting to cultural etiquette, Indian professionals are mastering the art of global selling. Companies like Avalara even mimic real-world sales pressure by assigning mock cold calls for trainees.

However, both Manav and Job agree that India is still at the beginning of this journey. Compared to the US—where sales culture is deeply embedded—India’s sales ecosystem is still maturing. There is also a need for educational institutions to equip students with presentation and communication skills to help them compete globally. Still, the digital fluency and global awareness of India’s youth promise a bright future.

What Undercode Say:

The transformation described here is more than a pandemic response—it’s a redefinition of India’s role in the global tech economy. The shift in buyer behavior wasn’t just about survival; it became an opportunity for innovation, efficiency, and inclusion. Remote trust-building practices placed India at the right place at the right time, with the right tools.

Manav Garg’s insight—that trust is now forged through performance—signals a major cultural shift in B2B dynamics. No longer are relationships reserved for golf courses or five-star restaurants. Now, it’s about what your software can deliver in a 30-minute Zoom call. This evolution democratizes sales, allowing talent from emerging markets to play on the global stage.

Avalara’s story is illustrative of a broader trend: Indian centers are graduating from mere support roles to strategic functions. This movement is backed by a massive pool of digitally native, English-speaking youth who are hungry to make a mark. Yet, as both Manav and Job point out, the gap remains in soft skills and structured sales training. India excels in technical execution but needs to double down on storytelling, negotiation, and executive presence.

Furthermore, the complexity of localized sales strategies cannot be overstated. Selling in APAC versus EMEA versus ANZ requires an understanding of regulatory nuances, business etiquettes, and linguistic differences. Indian teams handling such multifaceted scenarios proves the maturity the industry has achieved.

Another dimension worth exploring is how this surge in SaaS capability can influence India’s broader economy. With 6,500 companies contributing nearly \$80 billion in revenue, the SaaS sector is now a major economic driver, generating employment and inviting foreign investment. But for India to capture more than the current 1% share of the global enterprise software market, it must evolve from being a cost-effective alternative to a center of innovation.

In essence, the pandemic flattened the world of sales—and India grabbed that opportunity with both hands. What lies ahead is a path filled with potential: deeper integration into global sales cycles, the emergence of India-born SaaS unicorns, and perhaps, the establishment of India as the world’s remote sales headquarters.

🔍 Fact Checker Results

✅ Verified: India’s SaaS sector has grown from \~40 companies in 2015 to over 6,500 today
✅ Verified: COVID-19 normalized remote work and virtual client interactions globally
✅ Verified: India currently holds around 1% of the global enterprise software market

📊 Prediction

India’s share in the global SaaS market will likely double within the next 5 years, reaching 2% or more by 2030. This growth will be fueled by continued innovation in product-led sales models, AI integration for smarter CRM systems, and a more structured approach to sales training. Additionally, India may begin exporting not just services—but entire sales operations and frameworks—to smaller markets in Africa, Southeast Asia, and Latin America looking to emulate its success.