We plan to bring eChai across 100 cities in India. It starts with eChai Startup Demo Day on 26 September, all in person. 13 cities confirmed, 1002 founders registered. Any city that reaches 20 interested founders is on too. See your city
Launch & get your first customers

Founder-led selling & community

In the early days, you are the brand.

Level All Beginner Intermediate Advanced
Market All India Global
Category All Food & Beverage Wellness & Nutraceuticals Baby, Kids & Toys Category-agnostic
Who's asking Everyone Aspiring Brand Builder Just-Launched Founder Scaling Brand Omnichannel Operator Bootstrapped Side-Hustler Product Person Creator-Led Founder

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Should I make myself the face of the brand, or keep the brand separate from my personal identity? In the early days, especially in India, you basically don't have a choice - customers buy from a person before they buy from a logo, so lean into i... Beginner 3 resources → Is it worth me personally showing up in my brand's WhatsApp group or Instagram comments, or should I hand that off early? In the first 6-12 months, your personal presence is the product for a community, not a nice-to-have - customers who get a reply from the actual fou... Intermediate 3 resources →

Related in Starting Up

Every founder hits these, so they sit in the wider founder hub.

Founder mental health, burnout and loneliness
Founder mental health & burnout → Founder mindset & resilience → Solo founder survival guide →
Family, social pressure and the quit-your-job decision
Making the leap →
eChai Partner Brands The partnership →