ET carries an article today on potential accounting and legal risks in the Indian ecommerce space. I doubt if entrepreneurs and investors would allow such subversions. People know well that this road doesn’t lead to heaven. Read on

On a business level, the lifetime value notion is well understood and used – and in my view is the appropriate way of looking at direct user acquisition costs. As an investor, that is the conversation I want to have with entrepreneurs to understand the health of the business at a nascent stage. Accounting is supposed to be, and should continue to be more conservative – I do not think investors are valuing early stage companies on basis of their accounting profits in any case.

Alok Mittal

Alok is a first generation entrepreneur, currently CEO and Co-founder of Indifi, a platform for small business lending.

Alok is a board member at TiE Delhi, and a founding member of Indian Angel Network.

Prior to Indifi, Alok ran India venture operations for Canaan Partners in India, with focus on internet, technology and BPO space. Earlier, Alok cofounded JobsAhead.com, a leading job portal which was acquired by Monster.com. Alok is a computer science graduate from IIT Delhi and, postgraduate from UC, Berkeley.

The views expressed on this site are personal views of Alok, and do not constitute an offical opinion of any company or organization.