The main problem is most people are either unaware or unwilling to believe French EW capabilities. So they assume Rafale is just another advanced 4.5th gen fighter jet. People also make the mistake of assuming all AESA radars or AESA-based EW suites are the same.
Then there's vested interests. Look at the Bharat Karnard article...
But how the IAF means to actually obtain air dominance with just 36 of these aircraft is a mystery. Sure, Rafales working in tandem with Su-30MKIs can plausibly achieve this objective as former Air Chief Marshal BS Dhanoa stated, but by themselves even twice this number of Rafales in Indian colours cannot. But, as the late defence minister Manohar Parrikar was convinced, larger numbers of Su-30s would alone have sufficed for the purpose.
He's completely clueless about the capabilities of the Rafale.
And of course...
When reminded by a pesky French journo that such a follow-up deal clashes head-on with Prime Minister Narendra Modi’s ‘atm nirbharta’ policy and the thrust of Rajnath Singh’s ‘negative list’ thinking, Madame Parly dissembled but did not budge from her stand, indirectly hinting that such a deal would be signed for the same reason the original was approved in April 2015: Modi will agree to buy ’em. End of argument!
...he obviously doesn't know that the next batch of Rafales can be assembled in India if necessary.
But I'd also blame Dassault and co for poor advertising. The English media is largely against Rafale because most of the Rafale advertisements are either in French, like the Revellin-Falcoz interview about Rafale's RCS, or the advertising is aimed at people who are not laymen thus complicating understanding. For example, no one in civilian circles understand the concept of real-time 3D SAR maps. Otoh, Saab's advertisement about Gripen E is entirely directed towards laymen, ("Look, our fighter can turn almost invisible to radar with next gen advanced EA) which is why you keep reading articles about how it's going to be more advanced than the F-35 or is a sixth gen fighter etc, even though Rafale's been doing the same since the last 15 years.
When the customer (ACM Dhanoa's interview) has to defend the Rafale's purchase due to France's poor communication with the media, then you know Dassault and co require a significant overhaul in public relations. They need to start making simple advertisements in English, primarily based on easy-to-understand CGI with capabilities that make the Rafale special and relevant for the future.