PaperLite: Solving the B2B Adoption Gap through Behaviour-Led Marketing

PaperLite, an Indian B2B SaaS start-up serving Chartered Accountancy firms, has successfully acquired customers but faces poor user adoption during peak tax filing periods. Founder Pratik Saboo discovers that behavioral resistance, rather than product functionality, drives the adoption gap as employees revert to informal ‘shadow processes’ under deadline pressure. Through interviews with partners and associates, he reframes the problem as one of behavior-led marketing and organizational change. The case asks students to evaluate strategies for improving user adoption, repositioning the brand and scaling the business through appropriate go-to-market channels, while balancing growth with long-term customer success.