We plan to bring eChai across 100 cities in India. It starts with eChai Startup Demo Day on 26 September, all in person. 11 cities confirmed, 312 founders registered. Any city that reaches 20 interested founders is on too. See your city
Brand, web & content

How do I build content and an audience the Indian way, like the founders who do it well?

India's sharpest founders build audiences by teaching in public, think Zerodha's Varsity or founder-led YouTube and LinkedIn. Pick one platform, show up consistently with genuinely useful content, and let trust convert into customers over time. Distribution is a habit, not a campaign.

Go deeper

2 resources, 1 link-checked.

📄 Article
✓ Link checked India Free Intermediate

A real Indian case study of brand and trust built with zero ad spend, proof that product, transparency and word of mouth beat a marketing budget.

Zerodha now has over 1.6 Cr users without advertising

From Inc42 by Inc42 Staff 5 min read

  • Zerodha grew to crores of users with no advertising
  • Roughly a third of users came via referrals from existing customers
  • Transparency, a great product, and free education (Varsity) built the brand
Open inc42.com →
📄 Article
India Free Beginner

A landmark Indian example of content-led growth, Zerodha built trust and a huge audience by teaching in public for free. The model any founder can copy.

Varsity by Zerodha, learn to build an audience by teaching

From Zerodha Varsity by Zerodha Resource hub

  • Free, genuinely useful educational content builds long-term trust
  • Teaching in public converts audience into customers over time
  • Consistency on one platform compounds faster than scattered campaigns
Open zerodha.com →

People also ask

What is SEO and do I even need it as an early-stage startup? 2 → How do I do keyword research to find what my customers search for? 2 → What are the basic on-page SEO things I must get right? 2 → How do I get started with content marketing without a big team? 2 → How long does SEO take to actually bring in traffic? 2 → Should I write blog posts or make YouTube videos to get found first? 3 →

Also in D2C

The same ground, over in Build your online store, our D2C track.

Which AI tool should I use to shoot clean product photos without renting a studio? 4 → Which Shopify theme should I pick for my store, and how much should I customize it? 3 →

Also in How Founders Use AI

How founders actually use AI for this, over in Content Creation.

Why use AI for blogs, newsletters, and social posts, and how do I avoid sounding like AI? 20 → How do top founders build content engines with AI (repurposing one idea into ten formats)? 18 →

Also in GTM

The same ground, over in Own the story, our GTM track.

What does category actually mean in go-to-market, and why does everyone keep telling me to pick one? 3 → Should we create a new category or just say we are a better version of something that already exists? 5 →
eChai Partner Brands