FTA Global has released a new industry report titled “B2B Indian Tech Industry: Search & Demand Trends 2025,” offering a detailed look at how Indian enterprises are discovering and evaluating technology solutions.
The report tracks changing search behaviour and demand patterns across key B2B technology segments, including artificial intelligence, SaaS, cloud computing, FinTech, cybersecurity, and Industry 4.0. Based on search and visibility data from major metros and fast-growing Tier 2 industrial hubs, the study finds that search-led discovery has emerged as the primary route for enterprise decision-makers assessing technology tools.
According to the findings, AI-related B2B searches recorded a 35 per cent year-on-year increase, making AI and machine learning the largest contributors to overall search activity. Interest in IoT integration and industrial automation also rose sharply, growing nearly 28 per cent, with Tier 2 cities driving much of this momentum. Searches for B2B logistics, inventory management software, and ERP tools increased by around 20 per cent year-on-year.
The report notes that Google’s AI Overviews are reshaping visibility across sectors such as AI, FinTech, automation, and IoT, pushing brands to optimise for structured data, conversational queries, and zero-click results.
In terms of search share, AI and ML account for 20 per cent of total B2B tech visibility, followed by FinTech and InsurTech at 15 per cent, IoT platforms at 12 per cent, and healthcare analytics, manufacturing technology, and B2B e-commerce enablement at 10 per cent each. Blockchain holds a 6 per cent share, while quantum computing contributes 3 per cent.
The study also highlights contrasting regional trends. While metro cities account for 66 per cent of overall B2B tech search volume, Tier 2 cities are growing at nearly twice the pace. Bengaluru leads with a 22 per cent share, while Pune and Hyderabad show the fastest year-on-year growth. Vernacular and location-based searches such as “ERP vendor near me” have increased by over 20 per cent.
App discovery patterns reveal that nearly 60 per cent of B2B app-related searches are non-branded, indicating strong demand-driven exploration, while branded searches for platforms such as Zoho and Freshworks continue to grow steadily. Search share-of-voice rankings place Microsoft Azure, Google Cloud, AWS, Zoho, Salesforce, and Freshworks at the top, followed by TCS, IBM, Oracle, Infosys, and SAP.
The report also observes rising visibility for brands with AI-integrated offerings, including Microsoft Copilot, Infosys Topaz, and IBM WatsonX. Indian SaaS companies, particularly Zoho and Freshworks, continue to outperform global competitors in Tier 2 markets.
Commenting on the findings, Senthil Kumar Hariram, Founder and Managing Director, FTA Global, said enterprise search behaviour is becoming increasingly non-linear, driven by AI-led responses, vernacular queries, and local intent. He added that brands need to adapt by building structured content, investing in regional visibility, and aligning with evolving discovery patterns.
The report concludes with a strategic roadmap for 2025, outlining focus areas such as AI Overview optimisation, vernacular content creation, structured data implementation, and stronger presence across emerging industrial hubs.
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