Something big is happening in the world of artificial intelligence, and India is right at the center of it. Two of the biggest names in AI, Google and Perplexity, are now offering their most premium tools for free to millions of users across the country. But why are these companies giving away something so valuable without charging a rupee?
That is the question making many experts take notice. And the answer lies in the way the future of technology is being shaped today.
Free Subscription
Google has rolled out its AI Pro Plan completely free for Indian university students for one year. This subscription normally costs around ₹20,000 annually. At the same time, Perplexity, a fast-growing AI search engine, has partnered with telecom giant Bharti Airtel to offer its own AI Pro plan to Airtel’s 360 million customers, also for free.
Both plans include access to advanced tools. Google is offering its Gemini 2.5 Pro model, Gemini Live (which allows users to chat with AI in real time), filmmaking software like Veo 3, and even 2TB of Google Drive storage. Perplexity is giving users access to AI models that use GPT-4 and Claude, which are known for their fast and intelligent responses.
Reasons Behind It
At first glance, it may seem like these companies are just being generous. But in truth, this is a well-planned business strategy. India has one of the youngest populations in the world and more than 750 million internet users. With smartphones and cheap data easily available, more people are now using digital tools than ever before.
According to Boston Consulting Group, India’s AI market could reach 17 billion dollars by 2027. That is three times its current size. Whoever wins the trust of India’s users today could dominate the AI market tomorrow.
So by giving students and mobile users a taste of premium AI for free, companies are hoping to build habits. Once people get used to these tools in their everyday life, many are likely to continue using them as paying customers.
Perplexity’s Big Gamble
Perplexity’s plan seems even bolder when you look at the numbers. If every Airtel customer made just one AI query per day, it could cost the company up to 2.7 million dollars daily in infrastructure costs. That adds up to about 985 million dollars every year. But if even 1 percent of Airtel’s customer base, around 3.6 million people, ends up buying the subscription after the free trial, Perplexity could earn ₹71,640 crore in annual revenue. That is nearly 862 million dollars.
Aravind Srinivas, cofounder and CEO of Perplexity, says the goal is to make accurate and trustworthy AI accessible to everyone, including students, professionals, and homemakers.
Google’s Smarter Targeting
Google, on the other hand, is focusing only on college students aged 18 and above. By doing so, it is not just giving away its tools but also trying to become a key part of the learning and research journey of India’s future engineers, doctors, scientists, and teachers. A recent study showed that 95 percent of students using Gemini reported feeling more confident in their studies.
By offering advanced tools for free, Google is likely hoping that these students will grow up using its ecosystem and remain loyal to it in their careers.
A Race Beyond Money
This is not just a fight to earn revenue. It is a race to shape the way Indians interact with information, solve problems, and make decisions. Once a user becomes comfortable using a particular AI tool, switching to another is unlikely.
Airtel’s Vice Chairman Gopal Vittal called the partnership with Perplexity a way to bring powerful, real-time knowledge tools to millions of people. In other words, this is not about selling software. It is about becoming a habit, a go-to assistant in every student’s and professional’s life.
The User Perspective
If you are a student, this is a golden opportunity to access world-class tools for free. You can use AI to study better, research faster, and even explore creative fields like video editing and storytelling.
But at the same time, it is important to stay aware. These tools may be free now, but they come with long-term plans. The more you use them, the more these companies learn about your preferences, habits, and learning style. In the digital world, data is power.
Insightful Take
India’s digital youth are no longer just consumers. They have become the most valuable prize in the global AI race. What feels like a free gift today might be the beginning of a long-term relationship, where technology becomes your teacher, assistant, and even your decision-maker.
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