Find your idea & build the brand
Niche & positioning
Own a wedge before you fight the giants.
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How do I know if my niche is too narrow to matter or too broad to stand out?
Go uncomfortably narrow first - "skincare" loses to giants, but "barrier-repair skincare for post-acne Indian skin" is a market you can actually ow...
My product solves a problem people don't like to talk about (hygiene, intimacy, mental health) - how do I position it without scaring off buyers?
Pee Safe and Bombay Shaving Company both built real scale by naming the taboo directly and treating destigmatising the conversation as the marketin...
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eChai Partner Brands
