AI Unveils Indian Businesses' Top Priorities: Profit, Payments, Sales

In a clear reflection of the current economic landscape, Indian businesses are overwhelmingly prioritizing profitability, the efficiency of payment cycles, and sales growth. A comprehensive analysis of over 30,000 queries made to Freya, an AI-powered accounting assistant from the financial technology firm Refrens, reveals a sharp focus on fundamental financial health and operational optimization.[1] The data, gathered from a diverse range of Indian enterprises, paints a picture of a business community eager to leverage technology for data-driven decision-making, moving away from slower, more traditional methods of financial analysis.[1][2] This shift underscores the critical challenges and opportunities facing Indian companies, particularly small and medium-sized enterprises (SMEs), as they navigate a complex economic environment.

The intense focus on profitability is the most dominant theme emerging from the Refrens survey, with 27% of all questions directed at understanding and improving margins.[1] Businesses are delving deep into their financial performance, asking critical questions about net margin trends over recent quarters and seeking to identify which specific services or products are the most significant drivers of profitability.[1] There is also a clear desire to pinpoint the primary sources of revenue growth and, conversely, to diagnose the cost centers that are eroding margins.[1] This granular approach to financial analysis highlights a move towards more sophisticated business intelligence. According to Naman Sarawagi, co-founder of Refrens, many business owners traditionally rely on outsourced accountants or junior staff, which can lead to delays of two to three days for vital information, potential loss of context, and increased anxiety for the business owner.[1] The use of AI assistants like Freya aims to eliminate these bottlenecks, providing real-time insights and empowering leaders to make faster, more informed decisions.[2]

Following closely behind profitability, the management of payments and cash flow has emerged as a major area of concern, accounting for 23% of the queries.[1] This reflects a persistent challenge within the Indian business ecosystem, where delayed payments can severely impact operational stability.[3] Companies are actively using AI to identify clients who consistently delay payments, analyze the average time it takes to get paid, and assess the overall efficiency of their collection processes.[1] The tracking of unpaid invoices as they approach their due dates is another critical function being utilized.[1] The broader economic context supports this finding, with other studies indicating that a significant portion of Indian businesses report a negative trend in B2B payment behavior, leading to cash flow disruptions and financial distress.[4] Access to credit remains a major hurdle for a vast number of micro, small, and medium enterprises (MSMEs), with a credit gap estimated to be in the hundreds of billions of dollars, further emphasizing the critical importance of maintaining healthy cash flow.[5][3]

Sales and growth strategies constitute the third pillar of priorities for Indian businesses, representing 17.5% of the questions posed to the AI assistant.[1] This indicates a strong interest in understanding customer behavior and market dynamics to fuel expansion. Enterprises are keen to analyze repeat purchase rates, track sales trends over time, and understand the impact of pricing strategies on their revenue.[1] Inventory management also features as a key aspect of sales-related inquiries, highlighting the need to balance stock levels with demand.[1] This focus on sales is occurring within a larger conversation about the role of technology in reaching new markets and improving customer experiences. The push for digital transformation, while presenting opportunities, is also a challenge for many SMEs who may lack the necessary digital readiness or skills.[6] However, the adoption of even basic AI tools, such as chatbots for customer inquiries, is showing measurable value in improving lead conversion and productivity without significant capital investment.[6]

The insights from the Refrens survey carry significant implications for the artificial intelligence industry in India. The clear demand from businesses for tools that can provide immediate, actionable insights into their financial health presents a substantial market opportunity. As businesses increasingly recognize the limitations of traditional, delayed reporting cycles, the value proposition of AI-powered assistants that can democratize access to CFO-level analytics becomes more compelling.[1][7] However, the adoption of AI, particularly among MSMEs, is not without its barriers. Cost, complexity, and a lack of in-house expertise are frequently cited as significant hurdles.[8][9] Therefore, for the AI industry to effectively serve this market, solutions must be not only powerful but also affordable, user-friendly, and tailored to the specific needs of Indian businesses, potentially including support for regional languages and compliance with local regulations.[6] The successful integration of AI will depend on bridging the existing digital skills gap and demonstrating a clear return on investment, turning the potential of AI into tangible performance for the backbone of the Indian economy.[6]