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, 1022 founders registered. Any city that reaches 20 interested founders is on too. See your city
Launch & get your first customers

Launch strategy & drops

Launch like it's a tactic you repeat, not an event.

Level All Beginner Intermediate
Market All India Global
Category All Beauty & Personal Care Fashion, Apparel & Accessories Home, Kitchen & Decor Electronics, Gadgets & Appliances Category-agnostic
Who's asking Everyone Just-Launched Founder Scaling Brand Omnichannel Operator Product Person Creator-Led Founder

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What exactly is a 'drop' and should my brand even bother with limited drops? A drop just means releasing a product in a short window or limited quantity on purpose, borrowed from Supreme and streetwear culture, to turn a nor... Beginner 3 resources → What can a small Indian brand actually learn from Supreme and boAt's launch playbooks? Strip away the hype and both brands ran the same core move - a distinct visual identity, a price/positioning gap nobody else served (Supreme's stre... Beginner 4 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 →