How Global HealthTech Giants Are Entering India: Risks, Models & What Domestic Players Must Learn
India’s healthtech sector has witnessed remarkable growth over the past decade, propelled by necessity and innovation. The post-pandemic digital acceleration has further catalyzed this transformation. According to a report by Custom Market Insights, India’s Healthtech Market was valued at USD 6,500 Million in 2024 and is expected to reach USD 78,374.3 Million by 2033, at a CAGR of 28.67% during the forecast period 2024-2033. Factors fueling this rise include increasing smartphone penetration, a growing appetite for preventive and personalized care, and government initiatives like the Ayushman Bharat Digital Mission (ABDM).
India's healthtech sector is in the midst of a defining decade, and naturally, the attention of global healthtech giants has followed. With over 1.4 billion people, many still underserved, India is not just a destination for growth but a testbed for scalable, cost-effective innovation. For multinational players navigating saturation or regulatory headwinds in mature markets, India presents a rare convergence of scale, digitization, and untapped demand. But this isn't just opportunism, it’s strategic recalibration.
In an exclusive conversation with DHN, India lead for Google Health, Dr Divleen Jeji, said, “India has a unique healthcare landscape which presents opportunities as well as challenges in deployment of global health tech solutions.”
“Some of the key challenges include adapting to varying levels of digital literacy and infrastructure, addressing affordability and accessibility issues in remote areas, ensuring data privacy and security, and navigating regulatory complexities. Opportunities lie in leveraging technology to bridge healthcare gaps, improve access to quality care, enhance efficiency, and drive down costs through innovations like telemedicine, AI-powered diagnostics, and personalized medicine,” she added.
Latest Entry into India’s Healthtech Space
The India playbook is no longer theoretical for global majors; it’s operational.
Philips and GE Healthcare are deepening their imaging and remote care footprint. Siemens Healthineers is investing in advanced diagnostics and local R&D. Amazon Clinic and Google Health are experimenting with telehealth and AI decision support, while Microsoft is embedding its cloud-health stack into provider systems.
Their offerings span the entire care continuum, from AI-powered radiology and digital pathology to remote monitoring solutions for chronic care and ICU settings. Many are introducing telehealth platforms integrated with digital front doors, cloud-based electronic health records (EHRs), and health data lakes. Others are focusing on wearables and consumer health engagement tools, aiming to bring care closer to the patient and enhance continuous health monitoring.
This is not merely product export. It’s a customized, India-first approach, blending local partnerships with global platforms. As India Lead at Google Health, Dr Jeji explains:
“When entering a new market like India, it's crucial to assess the local technology infrastructure's readiness by analyzing data, market research, and local insights. Then, bridge any gaps by adapting products, partnering with local experts, and prioritizing long-term cultural understanding.”
This shows a clear trend: global healthtech players are tailoring their solutions not just to India’s scale, but to its structural complexity, urban and rural, advanced and underserved, regulated yet rapidly evolving.
The Models of Market Entry
Strategic joint ventures and alliances dominate early-stage moves. In March 2024, Wipro GE Healthcare, a joint venture between GE Healthcare and Wipro Enterprises, announced an INR 80 billion ($960 million) investment over five years to bolster manufacturing and R&D in India.
Medtronic’s Hyderabad Engineering and Innovation Center, now among its most significant globally, is another example of deep localization. It supports over 15 business units developing medtech, ranging from robotic surgery tools to connected care platforms.
Sharing thoughts, Rishubh Gupta, Managing Director of Roche Diagnostics India, noted that while the Indian market holds significant promise, companies must remain grounded in its structural realities. “With standalone centers comprising 46% of the market, achieving standardization and scalability remains a challenge,” he highlighted.
“Infrastructure gaps, evolving regulations, and affordability constraints require context-specific, long-term strategies, not just product deployment.”
Acquisitions & Strategic Stakes
Global healthtech players increasingly leverage acquisitions and strategic partnerships to enhance their footprint and scale their operations in India. For Roche Diagnostics, public-private partnerships (PPPs) are vital to expanding access to high-quality diagnostics nationwide.
As MD Gupta highlighted, “PPPs are key for us to expand access and impact, enabling us to deliver high-quality diagnostics in collaboration with government and healthcare stakeholders. For instance, our collaborations with NACO and State AIDS Control Societies (SACS) have expanded access to HIV screening, especially in underserved areas.”
Roche has also made significant investments in infrastructure to enhance its diagnostic capabilities:
“With 500+ diagnostic tests and 2,000+ systems installed across India, we enable faster, earlier, and more accurate clinical decisions.”
This integrated approach to infrastructure and collaboration ensures the company contributes to the broader national healthcare agenda while solidifying its position in the Indian market.
Additionally, their focus on digital healthcare solutions is reshaping the sector:
“Our navify digital solutions optimize healthcare by integrating innovations and Lean Six Sigma to unify patient data, streamline diagnostics, and provide actionable insights for a more efficient, value-based ecosystem focused on high medical value innovations.”
B2B SaaS & Cloud Infrastructure
This is the stealthiest but most influential model. Major players like AWS, Azure, and Google Cloud are becoming the backbone for India's digital hospitals, enabling AI/ML capabilities, health data warehousing, and analytics.
Google Health’s India Lead, Dr Jeji, also shared why India needs a multi-pronged approach focusing on digital transformation, patient-centricity, and collaboration.
"This includes leveraging technologies like telemedicine and AI, streamlining processes, and fostering a culture of innovation and agility. It also means embracing new delivery models that prioritize accessibility, affordability, and personalized care, and working with partners who understand the Indian ecosystem best.”
Currently, Google Health focuses on digital infrastructure and partnerships that allow for scalable and sustainable solutions, further enhancing the reach and efficiency of healthcare services across India.
Consumer-Facing Health Ecosystems
From Google Fitbit to Apple Health, wearables and digital wellness ecosystems are expanding in India’s urban and upwardly mobile segments. While still niche, their influence on preventive health and remote engagement will likely grow rapidly, especially if insurers integrate wearables into policy design.
Potential Risks
While this influx brings innovation and capital, it also introduces new challenges for India’s health system and startup ecosystem.
Fragmentation & Infrastructure Gaps
Despite increasing digitization, the adoption of advanced diagnostics and digital solutions is hampered by infrastructure limitations, particularly in Tier 2 and 3 cities.
As Roche Diagnostics’ MD pointed out, “Infrastructure and interoperability gaps continue to hinder adoption of high-end diagnostics, especially in underserved regions.”
Data Sovereignty & Privacy
India’s Digital Personal Data Protection (DPDP) Act and the anticipated DISHA framework emphasize safeguarding health data. Global tech firms must align with Indian regulations while maintaining cloud efficiency and AI performance.
Market Cannibalization
Startups developing cloud EHRs, diagnostics, or AI tools risk being overshadowed by well-capitalized tech giants. The challenge is ensuring global players don’t crowd out local innovation but complement it through co-creation.
Regulatory Uncertainty
With the Medical Devices Rules, 2023 still evolving, global firms must navigate classification ambiguities, multi-agency compliance, and uneven enforcement, particularly in diagnostics.
“India’s regulatory ecosystem is continually evolving,” noted Gupta.
“Even globally certified products, those with CE Marking, US FDA 510(k), or ISO 13485, must align with emerging local standards. For multinational companies, challenges include differing device classifications, multi-agency compliance, and varied enforcement across states. These factors can delay bringing innovations to market and increase the overall cost of doing business.”
This regulatory complexity makes it essential for both global and domestic players to maintain close alignment with regulatory directives and invest in regulatory agility as a core capability.
Lessons for Indian HealthTech Players
So what should Indian startups and healthtech firms take away from this growing global footprint?
Design for Scale & Standards
Global players design with modularity and interoperability from the outset. Indian innovators must do the same to integrate with national digital rails like ABDM or international platforms.
Prioritize Patient-Centricity
Dr Jeji stresses that building trust with users, doctors, and patients requires clarity, explainability, and usability.
Collaborate, But Stay Contextual
Jeji and Gupta underscored the importance of partnerships with local experts, government, and peers. However, co-creation must be grounded in regional realities, from disease burden to digital access.
Embrace Value-Based Models
India's health system is slowly shifting toward value-based care. Domestic players must align product design and pricing models with outcomes-driven frameworks, especially for chronic care and preventive health.
Invest in Infrastructure, Training, & Data Fluency
Capacity building is crucial for addressing infrastructure gaps and effectively using advanced diagnostic systems. As Gupta emphasised, providing robust training programs and technical support is essential for empowering lab professionals to operate and maintain high-performing diagnostic equipment. Strategic collaborations are often necessary to tailor solutions to regional realities, ensuring scalability. Additionally, digitally enabled solutions that provide connectivity and seamless data flow are vital for reaching remote and underserved areas.
The Way Forward
As global healthtech integration into India deepens, the path forward requires a fine balance between innovation, inclusion, and oversight. Dr Divleen Jeji offers valuable advice on how domestic players can remain competitive in the fast-evolving landscape.
“Domestic players should focus on affordable innovation, co-creation, and creating value across the business portfolio. An omnichannel approach is essential for viability and profitability.”
India must strengthen its regulatory systems further while building local capabilities across areas like AI/ML, MedTech manufacturing, and health data infrastructure. Expanding equitable access will also require greater public investment, improved portability of initiatives such as Ayushman Bharat, and deeper public-private collaboration.
In the coming years, India has the opportunity to not only be a growth market but also a leader in shaping the global healthtech landscape.
Stay tuned for more such updates on Digital Health News.
Stay tuned for more such updates on Digital Health News
