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, 1023 founders registered. Any city that reaches 20 interested founders is on too. See your city
Find your idea & build the brand

Niche & positioning

Own a wedge before you fight the giants.

Level All Beginner Intermediate Advanced
Market All India Global
Category All Beauty & Personal Care Wellness & Nutraceuticals Category-agnostic
Who's asking Everyone Aspiring Brand Builder Maker / Artisan Just-Launched Founder Scaling Brand Product Person Creator-Led Founder

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Should I try to create a whole new category like 'bed in a box' did, or just fight for share in an existing one? Category creation (Casper's "bed in a box," Liquid Death's "heavy metal water") is the highest-upside, highest-risk move - if it works, you get to ... Advanced 3 resources → A bigger brand just copied my positioning almost word for word - what do I actually do about it? You can't out-copy a copycat with a bigger budget, so don't try to win by shouting louder - double down on the specific proof points (ingredient so... Advanced 4 resources →

Related in Starting Up

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

Family, social pressure and the quit-your-job decision
Making the leap →
eChai Partner Brands The partnership →