The startup ecosystem in India has come a long way. It all started with Indian startups replicating the business models of successful U.S. companies while having some India-specific customization, which led to the birth of local unicorns like Flipkart and Ola.

Almost a decade later, things have certainly changed. With global giants Amazon and Uber focusing big on India, it’s no longer an easy ride for the likes of Ola and Flipkart. Startups are figuring out they need to start concentrating on tapping the needs unique to the Indian population hitherto untapped by foreign companies - using their home turf advantage to beat the competition.

Seeing this potential, venture capitalists too are placing their bets on startups able to cater to India's local market demands that aren't yet met by incumbents.

The company claims to be the world’s first free linguistic email service. Its flagship product DATAMAIL is an app that provides email domain names in Indian languages.

Traditionally, email addresses have only supported characters from the Latin script. However, since over 89% of India's population are non–English speaking, there is a demand for access to their native language online, especially in the wake of recent pushes by the Indian government to digitize the delivery of most public services.

Despite India being a software powerhouse, internet penetration within the country itself is dismal — it's ranked 139th as per global internet report. DATAMAIL aims to tap the larger portion of rural and non-English speaking population.