I also believe that customer oriented marketing is the way to go.
One of the major problems in Indian start up scene, according to me, is that they are too much influenced by American start ups. Any model that has done well in US is replicated in India without enough research. And no doubt, most of them fail. The need to study and research your own market is quintessential for success and more often than not people are worried about models and processes than the customer segment(s) they will be servicing.