Mumbai: FTA Global, a new-age marketing company, has released its industry report, “B2B Indian Tech Industry: Search & Demand Trends 2025,” offering a comprehensive analysis of the evolving search behaviors and demand patterns within India’s B2B technology landscape. The report emphasizes that Indian enterprises are increasingly using search-led discovery to find technology solutions across various categories, including AI, SaaS, cloud, FinTech, cybersecurity, and Industry 4.0, with insights derived from search and visibility trends in major metropolitan areas as well as high-growth Tier 2 industrial hubs.
Among the report’s key findings, AI-related B2B queries have surged by 35% year-over-year, while searches for IoT and industrial automation have grown nearly 28%. There is also a steady 20% increase in searches for B2B logistics, inventory SaaS, and ERP tools. The data indicates that Google’s AI Overviews are significantly shaping visibility, prompting brands to optimize for zero-click results, structured data, and conversational queries.
In terms of specific segments, the report identifies Zoho and Freshworks as leaders in Indian SaaS visibility. Notably, Tier 2 cities exhibit a growth rate nearly double that of metropolitan areas, highlighting a shift in how technology solutions are being sought beyond major urban centers. The rise in vernacular searches and “near me” queries—recorded at 20–30% year-over-year—in further underscores the growing significance of localized content in this evolving digital landscape.
“The B2B technology ecosystem is entering a phase where search behavior is no longer linear. Enterprises are discovering solutions through AI-led answers, vernacular queries, and localized intent that did not exist at this scale even two years ago,” said Senthil Kumar Hariram, Founder and Managing Director of 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 outlines a strategic roadmap for 2025, recommending that companies focus on AI-driven optimization, the creation of vernacular and hyperlocal content, the adoption of structured data, and targeted outreach to Tier 2 cities. This approach aims to provide a comprehensive strategy for brands looking to navigate the upcoming shifts in the technology marketplace.
As the B2B tech sector continues to adapt to these rapid changes in search behavior, businesses are faced with both challenges and opportunities. The emphasis on localized and vernacular content signifies a potential pivot for companies that have historically focused primarily on metropolitan markets. With the rise of AI tools and evolving consumer behaviors, it is evident that the landscape will continue to transform, driving companies to rethink their marketing and visibility strategies in a more diversified and localized manner.
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