We plan to bring eChai across 100 cities in India. The next eChai Startup Demo Day is on 29 August in Bengaluru and Pune. The next after that is on 26 September, all in person, with 12 cities confirmed and 509 founders registered. See your city
Vertical

Home, Kitchen & Decor

The questions Home, Kitchen & Decor brand builders ask, with curated resources on each.

EPR & sustainability compliance

Where do I actually source compostable or plastic-free packaging in India without blowing my per-order cost? Brown Living and Mindful are the easiest starting points for small-MOQ compostable and plastic-free packaging in India, cornstarch/sugarcane mailer... Beginner 3 resources →

Launch strategy & drops

What's the right cadence for repeat drops - weekly, monthly, or seasonal? Weekly only works if you have Supreme-level production discipline and genuinely new SKUs every time; for most D2C brands, monthly or seasonal drops... Intermediate 3 resources →

Going offline: retail & trade

General trade vs modern trade, where should I start, and how do the margins actually work? General trade (kirana stores) still moves 70-75% of India's FMCG volume and has lower entry costs, but it runs through a layered chain, manufacture... Intermediate 3 resources → How do I get a distributor or stockist to actually push my brand in general trade? Distributors have zero built-in motivation to prioritise a new D2C brand over the established FMCG names already generating them volume, you have t... Advanced 3 resources →
eChai Partner Brands