In the last 20 years, technology has leapfrogged significantly and digital has become a part of our daily lives. With each passing moment, consumer awareness and dependence on internet is only increasing and this has led to rapid decline in customer acquisition costs and increased the overall Life Time Value of the customer for digital businesses. The impact of this has not been lost on the overall investment community as well. Focusing on investment opportunities in India's internet/digital ecosystem as a result of digital transformation, Siddharth Mehta of Bay Capital has stated that "Yes, indeed, there are many outstanding businesses that have created tremendous scale and are seeing their paths to profitability getting accelerated. We are particularly interested in those businesses that are solving uniquely Indian problems in uniquely Indian ways and those that are targeting the next billion internet users in India."