Featuring lessons in building and scaling brands from
Founder, Chai Point
Instead of waiting for a lucky break, Amuleek Singh took a radical step and wrote directly to Mr.Narayana Murthy of Infosys. That one email led to Chai Point’s first store inside the Infosys Bangalore campus—opening the doors to a white-collar audience and putting the brand on the fast track to scale.
In CHAPTER 1, discover how that simple act of courage set Chai Point apart, and why reaching out (even cold!) can sometimes change everything for a startup.
Co-Founder & CEO, Porter
Porter got zero orders for the first 7 days after their launch? While most startups hope for instant traction, Porter’s founders knocked on doors, made calls, and waited a week before their first customer signed up — a quiet beginning to what would become a logistics powerhouse.
In CHAPTER 7, discover how PORTER turned early doubt into long-term discipline, and why their slow burn became their superpower.
CEO, Caratlane
CaratLane has never used a celebrity endorsement—even when every other jewellery brands did? No film stars, just real stories—because the team believed that authenticity is the real influencer.
In CHAPTER 4, find out how CaratLane’s unconventional choice not only saved on marketing budgets but helped create a brand that customers genuinely relate to—and why, sometimes, the boldest move is to bet on your own story.
Co-founder, aliciasouza.com
In the beginning Alicia Souza’s products were shipped from her apartment? In a country where children are often nudged away from the arts and steered toward “safer” careers, Alicia Souza’s journey is an inspiring masterclass in building an independent creative brand from scratch. Long before warehouses, logistics teams, or business partners, every product — from mugs to magnets — was packed by hand and stored under her bed. With no formal business training, no deep-pocketed investors, and very little precedent to follow, she relied on two things: her drawings and her discipline.
This story in CHAPTER 4 proves what every Indian creative needs to hear about BRAND BUILDING.
Founder, Blue Tokai
Blue Tokai has never spent more than 3% of its revenue on marketing. While most consumer brands compete on ads and influencers, Blue Tokai competes on consistency, product quality, and customer service. In a world of algorithms, they chose craftsmanship. And it worked — their cafés now contribute to 80% of total revenue. Sometimes, a great cup sells itself.
Blue Tokai’s compelling counter narrative in India’s D2C space forms a core part of Chapter 6 of the book.
Founders of Solutions Infini & FYNO
Solutions Infini was born from a final year college project? Ashish and Aniketh, who first met as students collaborating on assignments, chose to turn their project into a full-fledged company—backing their entrepreneurial instincts instead of waiting for the perfect job offer.
In Chapter 10, discover how believing in their potential—and each other—turned a campus experiment into a thriving business. Sometimes, the best ventures begin simply by backing yourself.
Founders of Dozee
Did you know during the COVID-19 pandemic, Dozee’s ‘Made in India’ status allowed it to swiftly obtain emergency clearances from the government? This strategic advantage enabled uninterrupted production and supply chain operations, showcasing the power of local manufacturing in critical times.
Learn more about Dozee’s revolutionary journey as shared by Mudit Dandwate and Gaurav Parchani that have been instrumental in shaping Chapter 6 of this book.
Founding Partner and Chief Investment Officer at 3one4 Capital
Every VC has a different playbook. No two VCs evaluate a startup the same way. Where one may back moonshot ideas; another wants hard proof on a spreadsheet. The same pitch that lights up one room can get ignored in another. Because, raising your first round isn’t just about pitching—it’s about knowing what makes investors tick.
Chapter 3 of this book, carries a founder-friendly checklist—shaped by the interviews of 3one4 Capital, BeyondSeed Ventures, and V3 Ventures.
Co-Founder, Supertails
Every first-time Supertails customer gets a call from a dedicated Pet Relationship Manager—who’s a trained pet parent themselves—followed by a free vet consultation. That’s not just customer service. That’s onboarding with empathy. Supertails didn’t take the traditional D2C approach of flashy discounts or celebrity endorsements. Instead, they chose to build trust—one pet parent at a time.
Read more in CHAPTER 2, about their customer acquisition strategy which wasn’t rooted in high-decibel marketing but in high-touch engagement.
Co-Founder, V3 Ventures
When Arjun Vaidya was building his D2C brand, he didn’t start with products. He started with people—obsessing over what would make them trust, stay, and advocate. It wasn’t about dropping Sanskrit names or flashy wellness buzzwords. It was about solving for trust at scale.
In CHAPTER 3, uncover how Arjun decoded the influencer economy, built loyalty before virality, and why the best brands today are community-first, product-second.
Co-Founder, BeyondSeed
Before co-founding BeyondSeed, Kuldeep wasn’t sitting across the table from founders—he was one. That early experience shaped how he evaluates startups today: not just on pitch decks and projections, but on clarity of execution, founder-market fit, and the underestimated power of humility.
In CHAPTER 3, explore how Kuldeep’s founder-to-investor arc helps decode what great investors really look for—and why empathy might just be a VC’s greatest edge.
Get to know the mind behind Venture Theory and discover insights from years of experience in brand building
This delightful illustration comes from the talented Alicia Souza - one of India’s most beloved illustrators and a founder whose brand-building journey is featured in the book.
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