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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Should I do one big Day-1 launch or roll the product out in phases? A single splashy launch concentrates risk (and buzz) into one day and suits brands with a real waitlist and enough stock to not disappoint everyone... Intermediate 3 resources → How do I use Instagram to actually launch a product, not just post an announcement? Treat launch week as a content arc, not a single post - teaser reels showing the making-of, a countdown sticker on stories, a founder video explain... Beginner 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 →