Arindam Paul
@arindam___paul
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Building @atomberg_tech | Tweets around D2C, consumer brands, health, books, sports, fitness & startups | Take my work seriously, not too much myself
Mumbai, India
Joined November 2013
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Updated thread collating my tweets that deep dives into multiple aspects of scaling digital first consumer brands
Written primarily from first hand experience of growing a brand from 0 to 1000 cr ARR in 8 years in a capital efficient manner
Read & RT if you find it useful 👇
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The same people who are lauding Carey today for presence of mind were blasting
@ashwinravi99
for running out non strikers for leaving the crease
Double standards?
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The guy who sold WhiteHat to Byjus for 300 mn $ says Hi :)
nobody has won at life more in recent history than the guy who sold wordle to the nytimes for seven figures
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Indians really have a scarcity mindset. Seen so many people cheering PayTM’s current RBI crisis with the smug “I told you so” vibes.
These are the same people who also cheered when Edtech faced issues or GST hit the gaming industry or when Zomato shares tanked
We as a society…
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Was very sad to see what is happening at Byjus today
Byjus was the flagbearer of Indian edtech and one of the most well known Indian startups globally
If they fail, the India startup story in the eyes of global investors will have an impact
Also, I feel extremely sad that so…
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People buy flats looking at gyms/clubhouse/amenities( as one of the criteria ) which they rarely use
People buy mixer grinders looking at the number of attachments/jars( as one of the criteria )which they rarely use
People buy cars looking at features like sunroof etc ( as one…
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The Indian E-com and consumption story continues to amaze
Both Amazon and Flipkart started their annual festive sales last Saturday
Within 1.5 days of sale, we crossed our entire e-com revenue of FY 18-19
Within 5 days, crossed e-com revenue of FY 19-20
And most likely…
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Myth: The Indian consumer is price conscious
Reality: The Indian consumer is value conscious :)
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Now live on Blinkit
Same price as other e-com platforms
Delivery in 12 minutes
Lets see how many we sell this summer
@letsblinkit
@albinder
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In many industries( fashion, electronics etc ) the MRP has absolutely no sense
The concept of MRP existed in India to prevent customers from being cheated by charging extra
And ironically, it is the same MRP today which is being used by brands to fool customers by using it as a…
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A lot of people say a lot of things about IPL- too much cricket, money, more of entertainment than sport etc etc
But stories like this and what Rinku Singh did today far outweighs all the cons
IPL enables this
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I used to do a lot of B2B sales for the first couple of years at Atomberg
And we cracked many big corporate accounts, and got them to replace fans/ask for our fans in new projects
When we started, we tried reaching out through the procurement way( reach to the buying manager,…
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Over the last 8 years, I have interacted with more than 3000 Indian consumers with HHI greater than 5 LPA through a mix of POS interactions, home visits, pre-sales and service calls
12 observations/trends which could be relevant for founders building in consumer brands/tech👇👇
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A common thing we used to hear when we started 8 years back
“Itna mehenga pankha kaun lega, itne me toh 3 branded pankhe aa jayenge”
Translating to, “Who will buy these expensive fans when you can buy 3 branded fans at same price?”
On Amazon Prime Day today, this is the Amazon…
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@Samridh46305468
@ashwinravi99
Totally. But when have Australia ever been known for spirit of cricket
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In the next 2 weeks, either of these 2 will happen
a) This Indian cricket team will be remembered as one of the greatest ODI teams in history
b) This Indian cricket team will be remembered as one of the biggest chokers in history of cricket
No middle ground
#WorldCup2023
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March 2023: The first ever 100 cr revenue month at Atomberg
Few years back, we were having a tough time convincing people that this could be a 100 cr Annual Rev Biz. To do it in a month was beyond our wildest dreams
The India consumer story is unfolding right in front of us
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Over the last 12 months, we have increased our business on Flipkart by almost 150% and are one of the market leaders on the platform. Today, 2 out of 5 fans on the bestseller list on Flipkart are Atomberg fans
Without compromising on any of our brand fundamentals
Here is how👇
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Anyone who shouts at colleagues/team members has no business being a leader. And no business being in a corporate set up.
Do not normalise shouting in organisations. If you get shouted at, call it out
Just because 20 years back, it was glorified in many orgs by many leaders…
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Everyone is data driven as long as the data confirms what they believe :)
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My Fitness Journey of a decade. All while working 50-60 hrs most weeks and a fair bit of travel in work. Few hacks/info which busy professionals can use
The first pic is from 2014. This was just when i was completing my post grad. Was weighing mid 80s, blood markers for many…
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Another gem by Bhidu. He might come across as just being happy go lucky, but conveys so many things in his unique way
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Everytime there is a ODI world cup coming up, I remember the “Britannia khao world cup jao” campaign before the 1999 world cup in England
I was 10 then. And it was a rage at least in my age group. Each biscuit( Tiger, Milkbikis etc) wrapper had some points. You had to collect…
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Amazon Ads was one of the biggest growth drivers for us in our journey of building an annual 100 cr + profitable business on Amazon
For D2C founders, CMOs and growth folks, here’s a detailed step-by-step process to start/scale/optimize/audit and ultimately win with Amazon Ads
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With increasing competition, the 0 to 1 growth playbook for digital first consumer brands is broken.
It is no longer ( and one may argue never was) only about running amazon ads/fb ads/influencer collabs, and watching sales grow
Instead, depending on the category that you…
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What an amazing news to wake up to
Rohan Bopanna at the age of 43 becomes the World No 1 for the first time in doubles tennis
Age is indeed just a number
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ESOP taxation in India is not employee friendly.
It has been a long-standing request of the Indian start up ecosystem to correct it.
This is what happens currently, why is it wrong, and what needs to change
A thread
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Many digital first consumer brands reach the 40-50 cr annual revenue scaling primarily through a mix of performance marketing on Google/FB/Amazon etc. But very soon brands realize that performance marketing alone won’t scale and top of funnel/awareness spends are necessary to…
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Bestsellers on E-com marketplaces are fine, but the thrill of becoming one of the largest fan brands in one of India’s largest independent fan selling counter- Rathna Fan House in Chennai within 1 year of placement hits different
So much so, that we inaugurated a second display…
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Print ads can be incredibly creative/impactful and make you take notice
I often look up print ads for creative inspiration. Here are few that i really liked( will keep adding in the thread)
1: Sugar Free Lollypops
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If you are spending more than 5 Lakhs/month on Amazon Ads, strongly recommend you to do this basic monthly audit. Takes less than 30 mins and will make your ad spends at least 10-15% more efficient
Go to the Amazon Ads portal and download these 2 reports for both Sponsored…
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The Caratlane success story is so unique in the startup ecosystem
When Titan first acquired majority stake in Caratlane, it was valued at around 600 crores.
Now, when they completed the acquisition by acquiring the founder’s remaining stake, the founder’s stake was worth…
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Timeline is full of how ONDC is going to disrupt food delivery, quick commerce, e-commerce etc
Its not that companies like Swiggy/Zomato/Amazon/Flipkart are drowning in profits
When despite their delivery fees/commission they aren’t able to make money, how will ONDC give a…
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David Ogilvy: You can’t bore someone into buying your product
Hema Malini: Hold my Kent RO
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Wealth creation through ESOPs is a major reason why people join startups. But most people struggle to correctly evaluate job offers that also includes ESOPs
Here is how I would think evaluate offers with significant ESOP component
For an employee to make meaningful money…
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Ya toh ego rakh lo, ya phir business kar lo
One lesson that sales teaches you everyday
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Have never been one to celebrate fundraising milestones a lot( instead di it for revenue) but getting backed by some great funds who have historically partnered with iconic Indian consumer brands means we are in the right direction
But it also means a lot of responsibility to…
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We look forward to this association and leverage the power of cricket to take the brand to the next level
🚨 NEWS 🚨
BCCI announces Campa and Atomberg Technologies as official partners for India Home Cricket Season 2024-26.
Details 🔽
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Why is this on moneycontrol?
Are all startup CEO weddings also news? Or all public company ceo weddings?
Or is this news because of “Mexican model”?
Also news mentions second marriage, identity of old wife etc.. Why?
Proper page 3 stuff from a biz publication
Zomato CEO Deepinder Goyal marries Mexican entrepreneur Grecia Munoz. Born in Mexico, Munoz is a former model who is now working on her own startup that deals in luxury consumer products.
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True Story I have seen multiple times
Phase 1: Brand comes across an agency who claims to improve ROI within 3 months without increasing spends. Founder is intrigued and onboards the agency
Phase 2: The agency very smartly starts allocating more budgets to brand search ads and…
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Crazy concurrency numbers by Jio
1.7 crores on a weekday evening at 11.30 pm
These numbers are very close to peak concurrency numbers on prime time for India vs Pak matches
It is one of the following :
a) Jio winning the viewership battle against Star- switching from TV to…
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In fact i had heard that Decathlon recruits only people who have played sports/love sports and has physical fitness tests as part of the hiring process
Also for any industry with a service interface,employee NPS=service partner NPS=customer NPS
You can’t delight customers if…
Companies that treat their employees well always have high customer delight too and each employee becomes a brand ambassador. Shankar from
@Decathlon
in Gurugram today was a great example of that. Amazing customer service with a smile at all times. Found out he is a professional…
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When 20 something “life coach” writes threads on leadership and productivity
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Good Saturday morning
6 out of top 15 SKUs on Amazon today are Atomberg
Do Look at the prices
Repeating for the umpteenth time,
The Indian consumer is value conscious, not price conscious
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The last time we had seen such a craze with any of our product launch was when we launched Renesa( small motor) in 2018
Constant stream of messages from trade partners across the country mentioning the product getting sold out within days of launch
There was a huge set of…
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When growth on Amazon stalls after a certain scale, it is either a traffic problem or a conversion problem. If you are struggling to grow profitably on Amazon, just go back to basics, log into Brand Analytics, and look at 3 metrics to diagnose the problem
1. Search Term…
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Brings a smile. 5 years back when we were starting a program for electricians for our fans, was met with lot of doubts saying electricians never recommend tech savvy/new age products
We just had one insight- electricians think of themselves as engineers and wants to be treated…
My electrician, a man of immense confidence recommended that I buy Atom Bomb ceiling fans. He was stunned that I had never heard of them. 'Sabse Best Hain'.
I bought the fans. It is a brand called AtomBerg. However, he must never know now.
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One of the key reasons why we have been able to scale up our Amazon business to a 20 million $ annual sales run rate is our obsessive focus on key metrics
Here are 9 metrics that any founder/CXO/VC should use to evaluate the health of the brand’s business on Amazon 👇
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This WTC defeat wasn’t a surprise. And the failure to win the World cup later in the year won’t be a surprise either
Because the rewards for the players/board is delinked from performance in key tours/delivering tournaments
There will be longer IPLs, more broadcast money, more…
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This could be an unpopular opinion, but I think 2 books have done more harm than good to Indian startups
1. The Google Book on OKRs
2. The Netflix Book on Culture
Both are very good books and theories but very difficult to universally apply across stages and sectors
And many…
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Ever
a) Lost a Key and had to get a duplicate Key?
b) Broke the Lock cz you lost the key?
c) Gave your key to neighbours/watchman cz you were out and expecting someone?
d) Hid your key near the door so that whoever comes early can use it to open ?
If yes, this one is for you
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Brings back memories
Did this 3.5 years back for 300 rs/month in about 200 cabs in Navi Mumbai for a month
We used to go to petrol pumps in late evenings, stay there for few hours and convince the drivers how this small jacket can help them earn 200 rs/month and also keep…
Great ad placement in BluSmart cabs!
BluSmart recently rolled out rear seat ad placements in their cabs (you might have seen Biryani By Kilo advertising on these slots earlier)
This placement is interesting because:
(1) BluSmart would have a sizeable number of IT/ Startup/ Tech…
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Almost 10 percent of Atomberg Fans sold on Flipkart are smart fans( wifi enabled voice controlled)
More than 70 percent is premium fans ( priced greater than Rs 3500)
And Atomberg has a very sizeable market share in fans in Flipkart
And still i hear people say, premium…
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What does Product Market Fit( PMF) mean and look like for consumer brands ? What are the metrics to understand status of PMF?
I have been asked this question frequently by both founders & VCs
Here is how I think about PMF & 10 metrics to measure PMF for consumer brands👇👇
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They say that to sell and market a product, you must understand it very well. I had gone one step further- manufacture it yourself
This is a pic from my first month at Atomberg where I am the one who is doing the bearing press. And just 2 months prior to joining Atomberg, i was…
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Amongst Instamart, Blinkit and Zepto, in addition to operational efficiency, I think the one that will build the right advertising platform will win biggest
Bottom funnel high intent search is extremely valuable for brands. Amazon ads and Google search ads are multi billion…
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Saw this article and image by Ken where they are accusing Wholetruth and few other supposedly healthy brands of deception
While i can’t speak for the others, but I swear by the Wholetruth products. And more importantly, the brand. They speak the truth
In fact, they list down…
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Very tactical Amazon hack you can implement tomorrow
Open Amazon Pi. Go to the search performance tab.
Scroll down to keyword performance which gives keyword volumes
Go to movers and shakers. This gives keywords which have spiked in volume ( actual volume and percentage…
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One of my biggest dreams is to see India becoming a sports powerhouse in the next few decades
And for that to happen, the prerequisite is we move from being a sportsman loving nation to a sports loving nation
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This is a superb read
This and everything else that Blume is doing last few years ( PMF transcripts, podcasts etc) is a perfect example of how to build a content led brand
Lots to learn
I don’t know the output metric, but very likely that Blume will be in the consideration set…
The Indus Valley Report 2024 - 3rd edition is here!! 🎉
This report is our take on India and the Indian startup ecosystem, through different lenses to sensemake what we call as “Indus Valley” - a catch-all moniker for the Indian startup ecosystem
Here are 15 lenses or frames…
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There is a beauty about having world cups every 4 years. Ever since i started watching cricket, I remember every every ODI world cup final very clearly and have personal memories of each one of them
1996: Watched as a 7 year old. Wanted Sri Lanka to win in the final coz of…
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“The problem with market research is that people don’t think how they feel, they don’t say what they think and they don’t do what they say”-David Ogilvy
For any consumer product( tech or brand), a step by step process to improve the odds of getting market research right 👇👇
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Just saw this. And this is apparently a VC who runs a 40 mn$ fund.
Gave Sunil Shetty from Dhadkan vibes 😀😀
Iykyk
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FB/Instagram performance ads have been a big pillar in our journey of building a 700 cr ARR brand, and continues to do even at this scale
For D2C founders, CMOs and growth folks, here is a step by step jargon free primer on how to start/scale and win with FB ads in 2023
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Saw this screenshot where someone was sharing their salary growth journey
Seems unreal, but who knows with what was happening with tech hiring during ZIRP
Will these salaries get corrected in today’s environment?
Or tech salaries were previously much lower than market and…
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If you see regular posts on LinkedIn from certain Founders and it is full of emojis like 📶📈💪 🎯etc, it can only mean either of the 2 things:
- The posts are ghost-written by some random content writer who read some nonsense by some growth hacker and believes that including…
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How come there are 1000 + people in the 30 under 30?
I see every other post as a 30 under 30 post
By definition, it has to be only 30 ppl right? Or is it?
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One of the things I really love about my job is that I can go, stand in counters and work like a shop-boy and pitch to high intent customers looking to purchase the category.
All my consumer and category understanding have come from doing this regularly for almost a decade now…
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Hiring Post Alert:
——————
Over the last 8 years, we have built a fairly sizeable fan business( 1000 cr ARR). And in doing so, we have also fundamentally changed many things within the fan category- in product, channel mix and marketing
But we believe that we have barely…
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In a market like India which has always been underserved and there are so many unsolved/poorly solved used cases( I call them invisible problems) the TAM can expand significantly if you get the 4Ps - (product, price, distribution and advertising/comms) spot on
Lenskart has done…
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I have seen many cases where ppl moving from corporates to startups in leadership roles don’t succeed
While there are many reasons, one common thing I observed is their inability to accept that many things are broken in support verticals, and you need to find a way to work with…
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When i held my baby for the first time today, it was easily my most fulfilling life experience by a long long way
Life Update: promoted from being the husband of
@priya_nagwani
to also being a dad
Grateful and thankful to all well-wishers
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There are 800 million internet users in India
Give or take, there will be about 600 million combined monthly active users of FB and Youtube in India
The percentage of people buying stuff online/having annual Household income greater than 5 lakhs will be a fraction of this 600…
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One core personal philosophy for me has been:
“Take your work/craft seriously, but don’t take yourself too seriously”
And this is my interpretation of this
I feel that because we have one life, we should give our absolute best at whatever we are doing ( career, Business,…
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Whenever there is negativity ( downrounds, layoffs, lack of growth etc), we see so much of coverage and chatter in the startup ecosystem
But not enough is spoken about the occasions when venture capital backed startups creates unimaginable successful outcomes for so many people…
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Other than the popular use cases of brand & performance marketing, Google & FB can be used by founders & CXOs to solve critical business & marketing problems in a cost and time efficient manner.
Here are 3 most relevant use-cases ( and how to do so) which I strongly recommend 👇
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This is so cool. A decade back, anything that involved hardware, design or manufacturing was immediately a No for most VCs
Appliances and durables are a multi billion dollar opportunity in India. And no large incumbent is doing any meaningful innovation
Also unlike many other…
Excited to share that
@All_IN_CAPITAL
has co-lead the first round in Karban.
Their first product Airzone, is a new kind of 3-in-1 device that's Designed and Made in India - combining a Lamp + Fan + Air Purifier into one sleek appliance!
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Classless and reeks of the scarcity mindset ( you have to lose for me to win) so ingrained in most of us
There are better ways to promote your brand without demeaning your competitor
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Every possible customer acquisition channel can be classified in a 2*2 matrix with the two axes being scalability and time to result
1. Scalable and Fast Results: Performance marketing ( Google, Meta, Youtube etc)- They have diminishing returns with scale
2. Scalable but Slow…
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Bumrah is such a delight. There wasn’t one like him. There will never be another . Really hope he stays fit for the next 6-7 years
India’s current best all format cricketer by a country mile
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A collection of Indians ads that I have really loved over the years. Will keep adding here
1. Camlin Permanent Markers
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Whenever you are solving for growth, go to the fundamental equation of growth and solve for the bottleneck
Eg: If you are looking to grow on Amazon,
Sales= Page Views* Conversion Rate
If page views is a problem, solve it by spending on ads
If conversion rate is a problem,…
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Many D2C/digital first brands bleed money because of poorly designed performance marketing campaigns not bringing incremental sales
Attribution, Incrementality and the problem with today’s performance campaigns.
Explained Below with a jargon free Story 👇
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Never thought we will see an Indian relay team competing as equals with US and other traditional giants
Asian record broken yday
Can’t wait to see what they do in the final today
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Bumrah and Shami are easily the 2 greatest Indian fast bowlers of all time
India incredibly lucky to have both of them playing at the same time
P.S. I was one of those who thought batting skills at number 8 is important.
But very clear now that you can’t keep Shami out for…
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Got a call from someone whom I knew very well from school days who had started a company that had built a prototype of a ceiling fan which claimed to reduce electricity by 65%. Pre Revenue and not enough money in bank to ensure regular salaries till funding.
Still somehow I…
Folks who didn't find their current job at/via:
- LinkedIn
- Referral
- Career Page
How did you make it?
(Folks around need some serious motivation here in this terrible market)
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Rinku Singh will earn 55 lakhs next IPL
Mitchell Starc will earn 24 crores
If there was an open auction today for all players and all teams, the numbers couldn’t have been more different
Player salaries should be basis fair value/market dynamics, not auction dynamics
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Just wow
Creator led brands will become big. But this is the kind of top notch execution you need
I wonder what would the legal team of Hersheys do😂😂😂
This is the biggest announcement of my entire life, let me know what you think
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Had the good fortune of meeting Mr Bachhan last week along with one of my colleagues
Unbelievable to see his energy and on the spot wit
Most people in their 30s ( including myself) don’t have the kind of energy that
@SrBachchan
has in his 80s
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Our first OOH campaign.
Tried to do 2 things:
- Communicate one key benefit
- Break the clutter/make people notice
Hopefully we will succeed
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Building counter by counter, town by town
Long way to go still
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Three of the best books that I have read in 2023
1. Outlive by Dr Peter Attia:
This has already become my first choice of gift. I have read a lot on health and longevity, and this is definitely the best amongst the lot.
Fav quote: “Exercise is by far the most potent…
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Some Monday nights are better than other Monday nights
The logo really comes alive at night
And it has a story and a meaning
Our logo is a visual of the letter “A” for Atomberg, is also an open lock, which symbolizes the brand’s ability to unlock solutions to real problems…
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One of the best experiences in life is to be able to work on things you love, things you are reasonably good at doing, with people you really like. Day in day out
And then it really doesn’t matter whether it is 40-50-60-70 hr weeks
And Work doesn’t feel like work anymore
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“Businesses are very easy to run when you don’t have to run it”
Harsha Bhogle on Cricbuzz today
No one can beat his choice of words
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Just saw an article that reports on financial irregularities at Mojocare
With Bharatpe, Trell, Zilingo, GoMechanic etc all happening within 12 months( and i don’t know what’s the truth in each) I wonder if these events will have macro implications/build a bad narrative on the…
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Woke up to this sweet note :)
And i hope other folks who are building also starts sharing actionable learnings.
The Indian startup and biz ecosystem in general needs to move from a scarcity mindset( for me to win, you need to lose- ingrained in us from entrance exam days) to…
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History will be lot more kinder to Kohli the test captain, Ravi Shastri the coach and Bharat Arun the bowling coach
We realize what we had only after we cease having it
5 test losses in a row in SENA brings back memories of late 90s era
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One of the biggest challenges in trying to scale premium brands even to the top 10 percent households( about 3 cr households) in India( premium consuming class) is the lack of homogeneity within this group
Only about 30 percent of these households will be in metro cities. Rest…
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