91 people
Author of the Indus Valley Report and the India1, India2, India3 market segmentation most India GTM plans now borrow from
If you are sizing an Indian market, he is the source that stops you from multiplying 1.4 billion by a conversion rate. India1, India2, India3 forces an honest answer on who can actually pay you, and the Indus Valley Report gives you the underlying numbers to argue with.
Founder and CEO of Kissflow and one of the loudest public advocates for capital efficient SaaS built in India
He argues the case for the low touch, self serve, globally priced Indian SaaS company, and he is specific about how it works: pricing pages that do the qualifying, content as the top of funnel, and keeping sales headcount low on purpose. Useful counterweight if everything else you read assumes a big sales team.
Founder of Zoho, which sells to over 100 million users worldwide without venture funding or a heavy sales machine
Zoho is the strongest working argument that price, product breadth and patience can substitute for a large sales and marketing budget. He is explicit about the tradeoffs: slower growth, no funding rounds to buy distribution, and a bet that owning the whole stack lets you undercut everyone permanently.
Built a category community before he had a product, and writes about customer onboarding as a revenue motion
Preflight is a live case study in building an audience for a category before you have a product to sell into it, and he talks openly about how that community became the go-to-market. He is also one of the clearest voices on treating onboarding and implementation as revenue work rather than post-sale overhead.
Independent communications strategy consultant who dissects how Indian brands actually message, launch and apologise
He takes a live Indian brand campaign, launch or PR misstep and works backwards to the message decision that caused it, which is the fastest way to learn positioning and narrative from real Indian examples rather than US case studies. His writing is unusually specific about what the brand should have said instead.
Built Zerodha Varsity, the clearest Indian case study in growing a category leader through free education instead of ads
Zerodha grew to category leadership with almost no advertising spend, and Varsity is the machine that did it, so studying how Karthik structures the content, the depth ladder and the free-forever decision teaches inbound growth at a scale most content teams never reach. He also answers reader questions in public, which shows the feedback loop.
Founder of Bombay Shaving Company and host of The BarberShop, publishing candidly on D2C brand building in India
He talks about the parts of D2C that pitch decks skip: why a category has to be built before a brand can be sold into it, what it costs to move from online-only to retail, and where the unit economics actually break. The podcast pushes other Indian founders into the same specifics.
Marketing lead for Indian venture funds, writing shotcast on the craft of content that moves people
He is one of the few people in India writing about content as a discipline rather than a channel: how a piece earns attention, why most brand content dies, and what a fund or a startup should actually publish. Having run marketing for two of India's most visible VC brands, he writes with the constraints of a small team and no ad budget.
Co-founder of Honasa (Mamaearth), who built the brand out of a community of mothers before it was a product line
She is specific about the mechanic that actually built Mamaearth: recruiting a group of target customers, building products against their complaints, and letting them carry the brand, which is community-led GTM rather than a campaign. She also writes openly about founders being the brand's face and where that helps or backfires.
Co-founder of Zerodha, which became India's largest retail broker without an advertising budget
He explains the trade offs behind a no-advertising growth model in the open: what pricing had to be true, what the product had to do to be worth talking about, and where referrals stop working. Very few founders at that scale publish the reasoning behind their distribution choices this plainly.
Co-founder of The Glitch and host of Advertising is Dead, interrogating how Indian brands earn attention now
The podcast is a running seminar on how attention actually gets bought and earned in India, with agency heads, platform leads and brand marketers pushed past the buzzwords. He is particularly good on the seam between creator-led distribution and brand building, which most GTM writing treats as separate worlds.
Writes The CMO Journal, a weekly essay newsletter on software product marketing and branding from India
His essays are written from inside Indian software companies rather than imported from US playbooks, and he is unusually good on the craft end of the job: how to write, how to build a brand voice, and how to tell the same company story differently to investors, founders and buyers.
The people who actually do this
GTM leaders and practitioners worth learning from, with what each one is known for and where they publish. Some of them have spoken at eChai events, so you can meet them in a room rather than only read them.
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Sajith Pai
Suresh Sambandam
Sridhar Vembu
Srikrishnan Ganesan
Karthik Srinivasan
Karthik Rangappa
Shantanu Deshpande
Rohit Kaul
Ghazal Alagh
Nithin Kamath
Varun Duggirala
Sairam Krishnan
How this list works
Everyone here has a public body of work on go-to-market: talks, posts, podcasts, newsletters, books. We link to those public profiles, and we say what you'd learn from each person. That's the whole list.
We don't publish anyone's email or phone number, and being listed here doesn't mean someone has offered to answer messages. Read their work first. If you do write to someone, their public profiles are the place.
Listed here and would rather not be, or something is wrong? Email [email protected] and we'll fix or remove it.
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