Pain points of middle class in India is "Guarantee".
They have a feeling that somehow companies/shoppers/market is cheat them using some kind of loophole.
There is always a "Conditions apply" and *.
Middle class has lost the trust with companies/businesses. They don't trust real estate developers, they don't trust their health insurance companies, they don't trust the quality of their phones, they don't trust their tour operators, they don't trust telecom companies, they don't trust hospitals, schools, ,,,,and the list goes own.
Middle class have a feeling that everyone is sitting there to play some gimmick and take their money. If somehow they purchased a wrong thing, then no one will return the money. No chance.
E-commerce companies tried to solve this with some success. Cash-on-delivery, 10 days no-question-asked return policy, etc have worked in India.
So, if someone planning to sell to middle class, they must address these. "No-question-asked return policy" is a great way to win trust.
When we sell G-Suite to customers, we openly tell them that if we don't deliver the services, we will make full refund. No-questions-asked. It works for us.