Why Indians are reluctant to pay for online service but spend bombs at physical things

Brick and mortar coaching centers are creating 10000s crore revenue while in line Ed tech are struggling... . Paytm biggest revenue is coming from that physical soundbox which say " Paytm se 100 rs prapt hue" While it's online services are struggling to get profitable.

Is this global phenomenon or just indian thing ? And why do Indian behave in this particular fashion?

And will this behaviour make any online service difficult to scale in India?