Zeal Group of Management Institute, Narhe

Savitribai Phule Pune University, Pune

Project Report
On
“Marketing Strategy of Start-up India”
At
TSL Consulting Pvt. Ltd
Submitted in Partial Fulfillment of the Requirements for
the Award of degree of Master of Business Administration
2021 - 2023
By
Shubham Gosavi
Guided By
Dr. Rajesh Kashyap Sir

Savitribai Phule Pune University, Pune

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 Zeal Group of Management Institute, Narhe
Savitribai Phule Pune University, Pune

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 Zeal Group of Management Institute, Narhe
Savitribai Phule Pune University, Pune

Declaration
The Project report entitled “Marketing Strategy of Start-up India” Submitted
to Savitribai Phule Pune University, Pune in partial fulfillment of the
requirement for the award of the degree of MBA is an original work carried out
under the guidance of Dr. Rajesh Kashyap Sir. The matter embodied in this
project is a genuine work done by me to the best of my knowledge and belief
and has not been submitted before, neither to this university nor to any other
University for the fulfilment of the requirement of any course of study.

Signature
Shubham Gosavi

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 Zeal Group of Management Institute, Narhe
Savitribai Phule Pune University, Pune

Acknowledgment
Apart from my efforts, the success of my project depends largely on the
encouragement and guideline of many others. I take this opportunity to express
my gratitude to the people who have been instrument in the successful
completion of this project.
I am grateful indebted to our esteemed guide Dr. Rajesh Kashyap for his
sincere guidance and priceless support which would have been impossible for
us to complete this project.
I express my gratitude to the staff members of Savitribai Phule Pune University,
Pune who directly or indirectly helped me. I would also like to express my
sincere gratitude to all my office colleagues in name of the company.

Signature
Shubham Gosavi

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 ABSTRACT
A marketing strategy for SI is a comprehensive plan for reaching out to the
public and attracting their interest in the Scheme that the organization offers.
The value proposition of the SI Scheme, essential marketing messages, details
about the target market, and other important components are all included in the
marketing plan.
The marketing plan, a document that specifies the kinds and timing of
marketing operations, is informed by the marketing strategy. The marketing
strategy of a SI should last longer than any individual marketing plan because it
contains the value proposition and the essential components of the benefits of
the Scheme. Idealistically, these things don't change all that much over time.
The Government of India's flagship programmed, Startup India, aims to create a
strong ecosystem that is supportive of the development of new firms, to
promote sustainable economic growth, and to create significant employment
possibilities. The government wants to enable companies to grow through
innovation and design with this initiative. Since the initiative's inception on
January 16, 2016, a number of initiatives have been carried out to further the
Hon'ble Prime Minister's goal of making India a nation of job creators rather
than job seekers. With businesses being acknowledged through the Startup India
initiative and many entrepreneurs taking advantage of the advantages of
beginning their own firm in India, these programmed have spurred the startup
culture.
The 19-Point Startup India Action Plan includes, among other things, a corpus
fund of Rs 10,000 crore, many incubation centers, simpler patent filing, tax
exemptions, easier business setup, and a quicker exit mechanism.

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INTRODUCTION
Marketing strategy formulation is the procedure to describe major marketing
objectives of Startup India. This facilitates us to develop a guide. We scrutinize
the market and with relevant information, strategy we determine what
marketing approaches will be effective to approach beneficiaries and attract
them to look for services. Marketing strategy development often takes place
within teams. Teams offer Startup India the way to accomplish learning and
creativity, as well as knowledge distribution throughout the organization.
In theoretical studies, Strategy is described as a Startup India’s positioning to
achieve a competitive advantage in the marketplace. The main objective of a
strategy is to protect organizational efficacy through the right activities at the
correct time. The main focus of a strategy is that the organization achieves the
right fit with the external environment. A marketing strategy facilitates Startup
India to develop a plan that enables them to recommend suitable services to the
right beneficiaries to gain a competitive advantage. Consequently, a marketing
strategy gives an overall idea to accurately position Schemes in the marketplace
while accounting for both internal and external limitations. Copious researches
have demonstrated that marketing strategy research has mainly focused in either
one of two fields such as marketing strategy formulation or marketing strategy
implementation. Marketing strategy formulation research investigates the effect
of certain variables on the development of marketing strategies themselves.
Additionally, this research tends to focus on what should be done in practice or
the role of marketing strategy in practice.

Success of marketing strategy formulation depends on three constituents namely

marketing strategy performance, marketing strategy creativity and marketing
strategy improvisation. Marketing strategy performance is the process in which
a team is capable to develop a wide-ranging marketing strategy for their
technology. This is a worldwide measure of performance at the team level.
These technologies are able to devise a marketing strategy for good
performance. Marketing strategy creativeness is explained as the extent to
which the strategic plan developed by the team to commercialize a new
technology represents a meaningful difference from marketing practices within
the business. The process of creativity has been revealed to augment
performance through a focus on recognizing problems, developing hypotheses,
communicating ideas openly with others, and challenging the existing affaires.
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Improvisation takes place when an organization faces a situation that it observes
as being unforeseen and does not have a pre-planned course of action set and
yet the situation is perceived as requiring a course of action. Thus,
improvisation is affected by both environmental ambiguity and real-time
information flows. In unsure environments, individuals may find improvisation
necessary in order to stay alive. Individuals that uphold access to internal and
external information are more expected to be exposed to unforeseen real-time
information that may generate improvisation.
Many commentators suggested that process of marketing strategy formulation
should start with a product concept which recognizes numerous benefits often
including tangible and intangible aspects as it is perceived by the potential
buyers.

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 ORGANIZATION
PROFILE

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Organization Profile:

TSl consulting Private Limited is a 15 years 7 months old Private Company

incorporated on 06 June 2007. Its registered office is in Pune, Maharashtra,
india.
The Company's status is Active, and it has filed its Annual Returns and
Financial Statements up to 31 Mar 2021 (FY 2020-2021). It's a company limited
by shares having an authorized capital of Rs 10.00 cr and a paid-up capital of Rs
4.04 cr as per MCA.
Directors are associated with the organization.
Vivek and Varsha Bhide are presently associated as directors.
The vision was to create a data-driven platform to benefit aspiring young
professionals. The outcome was TSl consulting – a value-added technology and
business solutions provider that propels innovation and transformation. With a
mission to help companies reach peak performance with the technology
solutions and services they need.

Company Name TSL CONSULTING PRIVATE

LIMITED
Company Class Private

Industry Service Provider

Location Pune, Maharashtra

Headquarter TSL Consulting Pvt Ltd 402 B, 4th

floor, Manikchand Galleria, C. T. S.
No. 996, Plot no. 383, Model Colony,
Near Deep Bunglow Square, Pune-
411016

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Components of Marketing Plan

The marketing plan is necessary for business growth of any company. It offers
clear and clear-cut statement about the strategies and actions that is to be
implemented. Fundamentally, a marketing plan is a way to lay out the
marketing for business, Schemes, and services. It envelops everything from
information about target market to specific step-by-step processes company use
to develop certain marketing systems and strategies. Marketing Planning assists
to develop systematic, long-term philosophy, to make an organised approach, to
develop specificity and steadiness, to get conformity from colleagues and
support from non-marketers, common goals and mutual benefits and to
recognize sources of competitive advantage. The marketing planning
framework is intended to provide a structured approach to the production of a
marketing plan. The marketing plan is a significantly important part of the
business plan for companies that enter in to market so it is essential for Startup
India. It is crucial for a SI to reassess and understand its Scheme plan since this
is the preliminary step to develop the marketing plan. Good marketing plan can
facilitate to approach target audience, increase beneficiaries base, and
eventually, augment bottom line. It is needed that company must set clear,
realistic and measurable objectives for business. Marketing Plan is required
because it will facilitate to improve odds against more experienced competitors
and newly emerging companies. The Plan enables to identify and take action on
any trends and beneficiaries preferences that other schemes have ignored, and to
develop and expand selected group of potential beneficiaries currently and into
the future. The Plan also illustrates that marketers have carefully considered
how to introduce a scheme that is pioneering, exceptional and profitable that
increases the chances of constant applicant and generate employment.
In order to develop good marketing plan, experts need to perform extensive
research, time and commitment, but is a very helpful process that can lead to
huge Scheme success. The two main elements of a marketing plan are market
research to distinguish and forecast the requirements of a applicants and the
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planning of an appropriate marketing mix to meet these fundamentals. The
different constituents of a marketing plan are: identifying the target Audience,
marketing mix, distribution channels, and market attraction towards the target
Audience. An investigation of a SI strengths and weaknesses serves as the
foundation for a marketing plan. A marketing plan mainly concentrates on
company’s growth approach, suggests ways in which it can develop new
services or Schemes that are targeted to definite Audience niches, and build on
existing Applicant relationships.
Basic components: Basically, a marketing plan consists of several steps:
situational analysis, objectives, strategy, tactics, budget, and controls.
Organizational Mission: The industry mission is a generally defined, enduring
statement of purpose that distinguishes a business from others of its type. It
should proclaim the type of business in the company and “what business does it
want to be in?” It may embrace the markets being served, the customer needs
being satisfied, and the technology used. A mission statement can considerably
affect the range of a Startup India’s marketing activities by narrowing or
lengthening the competitive field. It represents the guiding force of company
through recognizing the long-run vision for what the organization hopes to
accomplish. The mission comes from the senior leaders of the organization and
often remains unchanged for many years.
Objectives: Objectives represents expectation of the Govt with its marketing
efforts. As with the mission, objectives also flow from the senior management
level of the governing body to down to the marketing department. Objectives
can be in the form of financial goals or campaigning goals. After performing
situational analysis, the SI ranks them and sets goals and a timetable to
accomplish these objectives. The Govt also have sets objectives with respect to
stakeholders, Scheme reputation, technology, and other issues. In developing
marketing plan, it is suggested to consider two types of objectives such as
strategic thrust and strategic objectives. Strategic thrust defines which Schemes
to launch in which markets. The options are existing Schemes in existing
markets (market penetration or expansion), new/related Schemes for existing
markets (product development), existing Schemes in new/related markets
(market development) and new/related Schemes for new/related markets (entry
into new markets). Strategic objectives for Schemes need to be set. The options
are to build applicants and market share, hold, harvest (improve employment
margins) and divest (drop).

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Marketing Strategy: Marketing literature recommends that SI objectives can
be accomplished in various ways. It is the job of strategy to select the most
effective course of action to fulfill objectives. In order to attain objectives,
marketers must engage in marketing decision-making which indicates where
resources (e.g., marketing funds) will be directed. However, before spending
begins on individual marketing decisions, the marketer needs to establish a
general plan of action that summarizes what will be done to reach the stated
objectives. Generally, marketing strategy involves the accomplishment of
marketing objectives through the determination of target markets, the setting of
competitor targets and the creation of a competitive advantage.

1. Product/Service Strategy: What mix of Schemes and services will Govt

launch and how does that best meet beneficiary’s needs and how does it
compare to your existing benefits. Scheme decisions involve choices
regarding brand names, features, quality and design, packaging,
assurance, and the scheme that will Govt offering.
2. Pricing Strategy: How will Govt set its Fund for Schemes/services
relative to existing, and what impacts will that have on volume of
applicants. Pricing decisions involve choices regarding list fund,
Subsidiaries, Tax benefits, credit terms and payment periods.
3. Place/Location Strategy: How will the proposed or current
Region/State/UT of Scheme best meet the needs of aspirants and/or create
an advantage over existing state Govt Schemes. Place decisions involve
choices regarding the distribution channels to be used and their team, the
location of beneficiary, methods of claiming and inventory of fund in that
place levels to be held.
4. Promotional Strategy: How will Govt promote Scheme and how will
that make Aspirant aware of business and motivated to apply
Schemes/services. Promotion decisions involve choices regarding
advertising, personal approach, direct and Internet marketing and
promotions and public relations.
5. Positioning Strategy: What values do Govt wants potential applicant to
relate with Scheme, and how will they set apart from the Existing
scheme.

Tactics: The strategy must be explained in depth regarding the 4Ps and the
actions that will be taken in schedule time by particular who implement the
plan. Marketing strategy sets the stage for specific actions that will take place.

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Marketing procedure are the day-to-day actions that marketers take on and
involve the major marketing decision areas. This is the main area of the
Marketing Plan since it explains accurately what will be done to accomplish the
Scheme’s objectives.
Implementation Activities: In this step, list the tasks is to be prepared to
implement each marketing strategy. For each task should include a detailed
description, identify a person responsible for its completion, and set a target
date for completion. Having a plan of action with specific tasks ensures that the
details are clear and that specific persons are responsible.
Marketing Budget: The SI designed actions and activities involve costs that
add up to the budget that it needs to accomplish its objectives. Carrying out
marketing strategy almost always means that money must be spent. The
marketing budget lays out the spending requirements needed to perform
marketing tactics. While the marketing department may request a certain level
of financial support they feel is required, SI decides on how much funding will
be offered.
Controls: The main intent of control systems is to appraise the results of the
marketing plan so that corrective action can be taken if performance does not
match objectives. The SI must set review periods and measures that will reveal
whether it is making progress toward the goal. When performance lags, the SI
must modify its objectives, strategies, or actions to correct the situation.
Situational analysis: In this step, SI have to investigates the macro forces such
as economic, political-legal, social-cultural, technological and major players
like State/UT, Existing Schemes, Local offices its environment. The SI has to
carry out a SWOT analysis (strengths, weaknesses, opportunities, and threats).
A SWOT Analysis is a structured approach to assess the strategic position of a
SI through distinguishing its strengths, weaknesses, opportunities and threats. It
provides an easy method of synthesizing the results of the marketing audit by
summarizing the SI’s strengths and weaknesses as they communicate to external
opportunities and threats. Strengths and weaknesses is derived from the internal
marketing audit analysis. Opportunities and threats is derived from the external
marketing audit analysis.

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Major steps in Marketing plan

To summarize, a Marketing Plan is a written scheme to advertise the

Schemes/services of SI. It is an expression of how serious a Scheme is to fulfill
its objectives in the Country, with strategies and plans to increase Country share
and attract Aspirant. An effectual Marketing Plan is supported by vigilantly
collected, Applicants and existing Scheme information, and sometimes citing
professional suggestion.

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BACKGROUND
Startup India is a flagship initiative of the Government of India, intended to
build a strong ecosystem that is conducive for the growth of startup businesses,
to drive sustainable economic growth and generate large scale employment
opportunities. The Government through this initiative aims to empower startups
to grow through innovation and design.
Several programs have been undertaken since the launch of the initiative on
16th of January, 2016 by Hon’ble Prime Minister Narendra Modi, to contribute
to his vision of transforming India into a country of job creators instead of job
seekers. These programs have catalyzed the startup culture, with startups getting
recognized through the Startup India initiative and many entrepreneurs availing
the benefits of starting their own business in India.
The 19-Point Startup India Action Plan envisages several incubation centers,
easier patent filing, tax exemptions, ease of setting-up of business, a RS 10,000
Crore corpus fund, and a faster exit mechanism, among others.
The Startup India initiative aims to fill gaps in the economy for the growth and
development of startups and also boost digital entrepreneurship at the
grassroots.
Support and incentives
• In the Budget 2017-18, the profit linked tax deduction available for startups
changed to 3 years out of 7 years (from 3 years out of 5 years)
• Credit guarantee fund for startups to catalyze innovation by providing credit
across all sections of the society
• Tax exemption on capital gains to promote investments by mobilizing gains
arising from the sale of capital assets Industry—academia partnership and
incubation
• Organizing startup fests for showcasing innovation and providing a
collaboration platform
• Launch of the Atal Innovation Mission (AIM) with the Self Employment
and Talent Utilization (SETU) program
• Harnessing private sector expertise for incubator setup
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• Setting up of 7 new research parks modeled on the research park setup at IIT
Madras Stand up India17: It is targeted to uplift the SCs, STs and women
entrepreneurs by providing them with finances in the range of RS1 million -
RS10 million to establish new businesses
Queries and applications received
• Startup India Hub has handled about 27,000 queries from startups
through telephone, e-mails and Twitter.
• Out of 1,425 applications received, 522 have been recognized as startups
by the Department of Industrial Policy and Promotion (DIPP).
• From digital/ technology sector to a wide array of sectors including
agriculture, manufacturing, social sector, healthcare, education, etc.; and
• From existing tier 1 cities to tier 2 and tier 3 cities including semi-urban
and rural areas.
 The Action Plan is divided across the following areas:
• Simplification and Handholding
• Funding Support and Incentives
• Industry-Academia Partnership and Incubation The definition of a Startup
(only for the purpose of Government schemes) has been detailed in

Facilitators constituted for Intellectual Property (IP) applications

• A panel of 422 facilitators for patents and designs and 669 facilitators for
trademark application has been constituted for assistance in filing
intellectual property (IP) applications.
• Out of 108 patent applications filed, 104 received the benefit of 80%
rebate in patent fees.

Proposals by NEAC
• 7 proposals for research parks, 15 proposals for technology business
incubators and 14 proposals for startup centers have been recommended
by the National Expert Advisory Committee (NEAC) formed by Ministry
of Human Resource Development (MHRD).

Rise of incubators in India

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 • With a 10%—12% y-o-y growth, the Government is going aggressive in
its startup agenda; more than 13 states and UTs have already established
startup policies.
• The number of incubators and accelerators witnessed a 40% y-o-y
growth in 2016, with 35 new additions under the Startup India initiative.
• 66% new incubators established in tier2/tier 3 cities.

India’s startup ecosystem:

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 India is amongst the top five countries in the world in terms of
startups Canada 6,100+ UK 7,900+ India 10,000+ China 10,000+ US 83,000+
the startups have been the cynosure within the Indian business environment
over the last few years. This has resulted into the emergence of a number of
home grown unicorns across the country. One of the major contributors leading
to this development has been the mega funding that has been ploughed into
most of these unicorns between the period 2007 and 2015. This has been in line
with the global trend dominating the space. Even the aspiring startups have had
a decent run during this period, where finding investors is usually considered a
tough task. India comes across as a thriving under-penetrated consumer driven
market with a scope for exponential growth. Internet penetration and its
increasing importance will drive most of the businesses. On account of the
consumer demographics, with China being out of bounds, India offers the
largest pie of investment opportunity that the world is eyeing. This is despite the
multitude of operational, regulatory and taxation issues that surround the
business running environment in India. However, 2015 has turned out to be a
year offering a bit of a reality check to one and all. This realisation has now
redefined the dynamics of the businesses to a great extent. The year also set the
tone for the next stage in the evolution of the startup ecosystem. The larger
problems plaguing the businesses, such as the unorganised and fragmented
Indian market, lack of clear and transparent policy initiatives, lack of
infrastructure, lack of knowledge and exposure, complications in doing
business, etc. are at least now being identified as issues that need to be
addressed. The framework and course of regulations need to be updated and
adopted as the situation and circumstances demand. To create awareness and
building an entrepreneurial environment, various stakeholders such as the
government, corporate, educational institutions and others should join hands to
build a better ecosystem for the youth. The government is already taking steps
in this direction and we understand several initiatives would be rolled out in the
times to come to make India into an impeccable startup hub.

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19-Point Startup India (SI) Action Plan
1. Compliance Regime based on Self-Certification
2. Startup India Hub
3. Rolling-out of Mobile App and Portal
4. Legal Support and Fast-tracking Patent Examination at Lower Costs
5. Relaxed Norms of Public Procurement for Startups
6. Faster Exit for Startups
7. Providing Funding Support through a Fund of Funds with a Corpus of Rs
10,000 crore
8. Credit Guarantee Fund for Startups
9. Tax Exemption on Capital Gains
10.Tax Exemption to Startups for 3 years
11.Tax Exemption on Investments above Fair Market Value
12.Organizing Startup Fests for Showcasing Innovation and Providing a
Collaboration Platform
13.Launch of Atal Innovation Mission (AIM) with Self-Employment and
Talent Utilization (SETU) Program
14.Harnessing Private Sector Expertise for Incubator Setup
15.Building Innovation Centers at National Institutes
16.Setting up of 7 New Research Parks Modeled on the Research Park Setup
at IIT Madras
17.Promoting Startups in the Biotechnology Sector
18.Launching of Innovation Focused Programs for Students
19.Annual Incubator Grand Challenge

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Startup India Status Report
 14,036 Startup applications have been recognized as Startups by DIPP.
 Startup India hub has been able to handle more than 1,16,000 queries and
facilitate more than 660 Startups by providing advisory on business plans,
pitching support, etc
 Startups can now avail income tax exemption for 3 years in a block of 7
years, if incorporated after 1st April 2016.
 A 'fund of funds' of Rs 10,000 Cr is being managed by SIDBI. Rs 1611
Cr have been committed to 32 AIFs. 170 Startups have been funded.
 A 4 week free Learning & Development programs covering 6 modules
has been launched. More than 2,27,000 applicants have signed up for the
course and 10,000+ applicants have completed 100% of the course
successfully
 5441 Tinkering Labs have been approved and 2071 have received grant
of Rs 12 lakh each.
 8 EICs have been approved for scale-up grant of 10 Cr. 22 institutes have
been approved for establishing AICs
 The Research Park at IIT Gandhi nagar is being set up by DST which has
disbursed an initial installment of RS 40 Cr. IIT Kharagpur has received
RS 74 Cr. and IIT Bombay has received RS 34 Cr. From MHRD.
 RS 475 crore has been earmarked under UAY for 2016-18. RS 285 Cr
has been sanctioned and 85 research proposals from IITs received RS
162.4 Cr under the scheme
 Reduction of Income Tax rate for companies with an annual turnover of
up to RS 50 crore to 25% from 30% - Union Budget, 2017
 MCA has notified the relevant sections pertaining to Fast Track process.
Startups (other than partnership Startup India) shall now be able to wind
up their business within a period of 90 days.

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Top start-ups in India
1. Flipkart

Flipkart is an Indian e-commerce company founded in 2007 by Sachin Bansal

and Binny Bansal. Flipkart is the largest e-commerce company in India with
over 100 million users and 80,000 sellers on its platform. In 2018, Flipkart was
acquired by Walmart for $16 billion.
How Flipkart was started
Sachin Bansal and Binny Bansal, the co-founders of Flipkart, were working as
engineers at Amazon.com when they decided to start their own e-commerce
company in India. They quit their jobs, raised $1 million from family and
friends, and launched Flipkart in 2007. Flipkart quickly became the largest e-
commerce company in India and was acquired by Walmart in 2018 for $16
billion.
Flipkart Business Model
Flipkart charges a commission from sellers for every product sold on its
platform. Its revenue generation system is based on advertising, third-party
sales, and subscription services.
2. Ola

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Ola is an Indian ride-hailing company founded in 2010 by Bhavish Aggarwal
and Ankit Bhati. Ola cabs are the largest ride-hailing company in India with
over 150 million users and 1 million drivers on its platform. In 2019, Ola
acquired Foodpanda to enter the food delivery business.
How Ola was started
Bhavish Aggarwal and Ankit Bhati, the co-founders of Ola, were working on
their previous startup, a student discount card business called LocoNav. They
soon realized that the real money was in cab aggregation and decided to pivot
their business to focus on that. They launched Ola in 2010 and quickly became
India’s largest ride-hailing company.
Ola Business Model
Ola charges a commission from taxi drivers for every ride booked through its
platform. It also generates revenue from advertisements and premium
memberships.
3. Zomato

It is a restaurant search and discovery service founded in 2008 by Deepinder

Goyal and Pankaj Chaddah. It currently operates in 24 countries and serves over
80 million users monthly. Its mission is to ensure no one has a bad meal again.
How Zomato was started
Deepinder Goyal, Founder, and CEO of Zomato, was working in Bain &
Company in Delhi when he realized how hard it was to find good restaurants in
the city. He then quit his job to start Zomato with Pankaj Chaddah, his
colleague at Bain. The duo used their savings to buy a camera and started taking
pictures of menus from restaurants around Delhi.
Today, Zomato is one of the most popular food apps in the world and has raised
over $2 billion from investors such as Alibaba, Ant Financial, and Info Edge.
Zomato Business Model

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Zomato earns revenue by charging a commission from restaurants listed on its
platform for every table reservation made through Zomato. It also generates
revenue from advertisements and premium memberships.
4. Paytm

Paytm is an Indian digital payments company founded in 2010 by Vijay

Shekhar Sharma. Paytm is the largest digital payments company in India with
over 400 million users. In 2015, Paytm launched its mobile wallet and became
the largest mobile wallet company in India. In 2017, Paytm launched its
payments bank and became the largest payments bank in India.
How Paytm was started
In 2010, Vijay Shekhar Sharma founded One97 Communications, the company
that owns Paytm. He started the company with a seed capital of $2 million from
his family and friends. Paytm started off as a mobile recharge company but soon
pivoted to become a digital payments company. In 2015, it launched its mobile
wallet, and in 2017, its payments bank.
Paytm Business Model
Paytm earns revenue from transaction fees, merchant charges, and interest on
deposits. Its revenue model is based on a commission charged from merchants
for every transaction made through Paytm.

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5. CRED

CRED is an Indian fintech startup founded in 2018 by Kunal Shah. CRED is a

credit card rewards platform that allows users to redeem rewards points for
discounts and cashback on their credit card bills. CRED has over 2 million users
and is backed by investors such as Sequoia Capital, Ribbit Capital, and Tiger
Global Management.
How CRED was started
Kunal Shah, the founder of CRED, is also the co-founder of Freecharge, a
digital payments company that was acquired by Snapdeal for $400 million in
2015. After the sale of Freecharge, Shah decided to start his own fintech
company and launched CRED in 2018.
CRED Business Model
CRED earns revenue from transaction fees, merchant charges, and interest on
deposits. Its revenue model is based on a commission charged from merchants
for every transaction made through CRED.
6. Vernacular.ai

Vernacular.ai is an Indian artificial intelligence startup founded in 2015 by

Sourabh Gupta. Vernacular.ai is a machine learning platform that allows
businesses to build custom models for natural language processing.
Vernacular.ai has over 200 customers and is backed by investors such as
Sequoia Capital, Nexus Venture Partners, and Accel Partners.
How Vernacular.ai was started
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Sourabh Gupta, the founder of Vernacular.ai, is a machine learning expert with
over 15 years of experience in the field. He started the company with the aim of
making machine learning accessible to businesses of all sizes.
Vernacular.ai Business Model
Vernacular.ai earns revenue from subscription fees and consulting services. Its
revenue model is based on a commission charged from businesses for every
machine learning project undertaken by Vernacular.ai.
7. Digit Insurance

It is an Indian general insurance startup founded in 2016 by Kamesh Goyal. It is

a direct-to-consumer insurance company that offers digital policies for health,
travel, and car insurance. It has over 1 million customers and is backed by
investors such as SoftBank Group, Tiger Global Management, and Accel
Partners.
How Digit Insurance was started
Kamesh Goyal, the founder of Digit Insurance, is an insurance industry veteran
with over 20 years of experience. He started the company with the aim of
making insurance more accessible and affordable for the masses.
Digit Insurance Business Model
Digit Insurance earns revenue from premiums, commissions, and fees. Its
revenue model is based on a commission charged from insurers for every policy
sold through Digit Insurance.
8. PharmEasy

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PharmEasy is an Indian online pharmacy startup founded in 2015 by Dharmil
Sheth. PharmEasy is an online platform that allows users to order medicines and
health products from local pharmacies. PharmEasy has over 1 million customers
and is backed by investors such as Sequoia Capital, Orios Venture Partners, and
InnoVen Capital.
How PharmEasy was started
Dharmil Sheth, the founder of PharmEasy, is a pharmacist by profession. He
started the company with the aim of making medicines more accessible and
affordable for the masses.
PharmEasy Business Model
PharmEasy earns revenue from commissions, fees, and advertising. Its revenue
model is based on a commission charged from pharmacies for every order
fulfilled through PharmEasy.
9. Meesho

Meesho is an Indian social commerce startup founded in 2015 by Vidit Aatrey.

Meesho is a platform that allows users to sell products online through social
media platforms such as Facebook and WhatsApp. Meesho has over 2 million
sellers and is backed by investors such as Sequoia Capital, Shunwei Capital, and
SAIF Partners.
How Meesho was started
Vidit Aatrey, the founder of Meesho, is an IIT Delhi alumni. He started the
company with the aim of empowering women to start their own businesses.
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Meesho Business Model
Meesho earns revenue from commissions, fees, and advertising. Its revenue
model is based on a commission charged from sellers for every order fulfilled
through Meesho.
10. Byju’s

Byju’s is an Indian ed-tech startup founded in 2015 by Byju Raveendran. Byju’s

is an online platform that offers educational videos and courses for students.
Byju’s has over 10 million users and is backed by investors such as Sequoia
Capital, Sofina, and Tencent.
How Byju’s was started
Byju Raveendran, the founder of Byju’s, is a former teacher. He started the
company with the aim of making quality education more accessible and
affordable for the masses.
Byju’s Business Model
Byju’s earns revenue from subscription fees and advertising. Its revenue model
is based on a monthly subscription fee charged from users for access to Byju’s
educational content.
11. Swiggy

Swiggy is an Indian food delivery startup founded in 2014 by Sriharsha Majety,

Nandan Reddy, and Rahul Jaimini. Swiggy is an online platform that allows
users to order food from local restaurants. Swiggy has over 1 million orders per

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day and is backed by investors such as Accel Partners, Bessemer Venture
Partners, and SAIF Partners.
How Swiggy was started
Sriharsha Majety, Nandan Reddy, and Rahul Jaimini, the founders of Swiggy,
are all IIT Kharagpur alumni. They started the company with the aim of making
food delivery more convenient and efficient.
Swiggy Business Model
Swiggy earns revenue from commissions, fees, and advertising. Its revenue
model is based on a commission charged from restaurants for every order
fulfilled through Swiggy.

12. Groww

Groww is an Indian fintech startup founded in 2016 by Harsh Jain and Lalit
Keshre. Groww is an online platform that allows users to invest in mutual
funds. Groww has over 6 million users and is backed by investors such as
Sequoia Capital, Accel Partners, and Ribbit Capital.
How Groww was started
Harsh Jain and Lalit Keshre, the founders of Groww, are IIT Delhi alumni.
They started the company with the aim of making investing more convenient
and accessible for the masses.
Groww Business Model
Groww earns revenue from commissions, fees, and advertising. Its revenue
model is based on a commission charged from mutual fund companies for every
order fulfilled through Groww.

13. Nykaa

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Nykaa is an Indian e-commerce startup founded in 2014 by Falguni Nayar.
Nykaa is an online platform that offers beauty and wellness products. Nykaa has
over 1 million products and is backed by investors such as TPG Growth,
Lighthouse Funds, and Unicorn India Ventures.
How Nykaa was started
Falguni Nayar, the founder of Nykaa, is a former investment banker. She started
the company with the aim of making beauty and wellness products more
accessible and affordable for the masses.
Nykaa Business Model
Nykaa earns revenue from commissions, fees, and advertising. Its revenue
model is based on a commission charged from beauty and wellness brands for
every order fulfilled through Nykaa.
14. Udaan

Udaan is an Indian e-commerce startup founded in 2016 by Vaibhav Gupta,

Sujeet Kumar, and Amod Malviya. Udaan is an online platform that offers
business-to-business (B2B) products and services. Udaan has over 1 million
registered users and is backed by investors such as Lightspeed Venture Partners,
DST Global, and GGV Capital.
How Udaan was started
Vaibhav Gupta, Sujeet Kumar, and Amod Malviya, the founders of Udaan, are
all former employees of Flipkart. They started the company with the aim of
making B2B commerce more efficient in India.
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Udaan Business Model
Udaan earns revenue from commissions, fees, and advertising. Its revenue
model is based on a commission charged from businesses for every order
fulfilled through Udaan.

15. Dream11

Dream11 is an Indian fantasy sports startup founded in 2008 by Harsh Jain and
Bhavit Sheth. Dream11 is an online platform that allows users to play fantasy
sports. Dream11 has over 50 million registered users and is backed by investors
such as Tencent, Tiger Global Management, and Kalaari Capital.
How Dream11 was started
Harsh Jain and Bhavit Sheth, the founders of Dream11, are childhood friends.
They started the company with the aim of making fantasy sports more popular
in India.
Dream11 Business Model
Dream11 earns revenue from commissions, fees, and advertising. Its revenue
model is based on a commission charged from businesses for every order
fulfilled through Dream11.

16. Instamojo

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Instamojo is an Indian fintech startup founded in 2010 by Sampad Swain,
Akash Gehani, and Aditya Sengupta. Instamojo is an online platform that
allows users to make and receive payments.
Instamojo has over 1 million registered users and is backed by investors such as
Kalaari Capital, Blume Ventures, and Jungle Ventures.
How Instamojo was started
Sampad Swain, Akash Gehani, and Aditya Sengupta, the founders of Instamojo,
are all IIT Bombay alumni. They started the company with the aim of making
payments more convenient and accessible for the masses.
Instamojo Business Model
Instamojo earns revenue from commissions, fees, and advertising. Its revenue
model is based on a commission charged from businesses for every order
fulfilled through Instamojo.

17. PostMan

PostMan is an Indian software startup founded in 2014 by Abhinav Asthana and

Ankit Sobti.
PostMan is a software tool that allows developers to test API calls. PostMan has
over 1 million registered users and is backed by investors such as Nexus
Venture Partners and Sequoia Capital India.
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How PostMan was started
Abhinav Asthana and Ankit Sobti, the founders of PostMan, are both former
employees of Yahoo. They started the company with the aim of making it easier
for developers to test API calls.
PostMan Business Model
PostMan earns revenue from subscriptions and features a freemium business
model. It generates revenue from the sale of its enterprise plans which offer
additional features and support.
18. RazorPay

RazorPay software private limited is an Indian fintech startup founded in 2014

by Harshil Mathur and Shashank Kumar.
RazorPay is an online platform that allows businesses to accept, process, and
disburse payments. RazorPay has over 1 million registered users and is backed
by investors such as Tiger Global Management, Matrix Partners India, and Y
Combinator.
How RazorPay was started
Harshil Mathur and Shashank Kumar, the founders of RazorPay, are both
former employees of Amazon. They started the company with the aim of
making it easier for businesses to accept and process payments.
RazorPay Business Model
RazorPay earns revenue from subscription fees and charges a per transaction fee
from businesses. It offers a freemium business model with its basic plan being
free and its premium plans starting at Rs.500 per month.
19. Delhivery

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Delhivery is an Indian logistics startup founded in 2011 by Sahil Barua, Mohit
Tandon, Suraj Saharan, and Kapil Bharati.
Delhivery is a platform that provides end-to-end logistics solutions for
businesses. Delhivery has over 10,000 employees and is backed by investors
such as SoftBank Group, Tiger Global Management, and Nexus Venture
Partners.
How Delhivery was started
Sahil Barua, Mohit Tandon, Suraj Saharan, and Kapil Bharati, the founders of
Delhivery, are all former employees of Amazon. They started the company with
the aim of providing end-to-end logistics solutions for businesses.
Delhivery Business Model
Delhivery earns revenue from subscription fees and charges a per transaction
fee from businesses. It offers a freemium business model with its basic plan
being free and its premium plans starting at Rs.500 per month.

20. Slice

Slice is an Indian e-commerce startup founded in 2014 by Saurabh Kochhar,

Ravi Shankar, and Vikram Chopra.

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Slice is an online platform that allows users to order food from restaurants. Slice
has over 1 million registered users and is backed by investors such as Tiger
Global Management, Accel Partners, and Sequoia Capital India.
How Slice was started
Saurabh Kochhar, Ravi Shankar, and Vikram Chopra, the founders of Slice, are
all former employees of Yahoo. They started the company with the aim of
making it easier for users to order food from restaurants.
Slice Business Model
Slice earns revenue from commissions, fees, and advertisements. It charges a
commission from restaurants for every order fulfilled through its platform. Slice
also earns revenue from advertisements on its website and apps.
21. InMobi

InMobi has over 1 billion monthly active users and is backed by investors such
as SoftBankInMobi an Indian mobile advertising startup founded in 2007 by
Naveen Tewari, Amit Gupta, and Mohit Saxena, and Abhay Singhal. InMobi is
a platform that allows businesses to advertise on mobile devices.
How InMobi was started
Naveen Tewari, Amit Gupta, Mohit Saxena, and Abhay Singhal, the founders of
InMobi, are all former employees of McKinsey & Company. They started the
company with the aim of making it easier for businesses to advertise on mobile
devices.
InMobi Business Model
InMobi earns revenue from commissions and fees. It charges a commission
from advertisers for every ad that is viewed or clicked on its platform. InMobi
also charges a fee from publishers for every ad that is displayed on their site or
app.
22. Practo

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Practo is an Indian healthcare startup founded in 2008 by Shashank ND and
Ranjith Kumaran.
Practo is an online platform that allows users to book appointments with doctors
and order medicines. Practo has over 10 million registered users and is backed
by investors such as Tencent, Sequoia Capital India, and Matrix Partners India.
How Practo was started
Shashank ND and Ranjith Kumaran, the founders of Practo, met while studying
at the Indian Institute of Technology, Madras. They started the company with
the aim of making it easier for users to book appointments with doctors and
order medicines.
Practo Business Model
Practo earns revenue from commissions, fees, and advertisements. It charges a
commission from doctors for every appointment booked through its platform.
Practo also earns revenue from advertisements on its website and apps.

23. Boat

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Boat is an Indian consumer electronics startup founded in 2016 by Aman Gupta
and Sameer Mehta.
Boat is a direct-to-consumer brand that sells headphones, earphones, and other
audio products. Boat has over 1 million registered users and is backed by
investors such as Shunwei Capital, GGV Capital, and Accel Partners.
How Boat was started
Aman Gupta and Sameer Mehta, the founders of Boat, met while working at
Amazon. They left Amazon to start Boat with the aim of providing quality
audio products at an affordable price.
Boat Business Model
Boat earns revenue from sales of its products. It also earns revenue from
advertisements on its website and apps.
24. DriveU

DriveU is an Indian transportation startup founded in 2015 by Amod Malviya,

Sulajja Firodia Motwani, and Raghunandan Gopinath.
DriveU is a platform that allows users to book drivers for their cars. DriveU has
over 1 million registered users and is backed by investors such as Accel
Partners, Tiger Global Management, and Naspers.
How DriveU was started
Amod Malviya, Sulajja Firodia Motwani, and Raghunandan Gopinath, the
founders of DriveU, met while working at Flipkart. They left Flipkart to start
DriveU with the aim of making it easier for users to book drivers for their cars.
DriveU Business Model
DriveU earns revenue from commissions and fees. It charges a commission
from car owners for every driver that is booked through its platform. DriveU
also charges a fee from drivers for every ride that they complete.
25. Skyroot Aerospace
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Skyroot Aerospace is an Indian aerospace startup founded in 2018 by Pawan
Kumar Chandana and Natarajan Radhakrishnan.
Skyroot Aerospace is a platform that allows users to book drivers for their cars.
Skyroot Aerospace has over 1 million registered users and is backed by
investors such as Accel Partners, Tiger Global Management, and Naspers.
How Skyroot Aerospace was started
Pawan Kumar Chandana and Natarajan Radhakrishnan, the founders of Skyroot
Aerospace, met while working at ISRO. They left ISRO to start Skyroot
Aerospace with the aim of providing affordable and reliable launch services for
small satellites.
Skyroot Aerospace Business Model
Skyroot Aerospace earns revenue from commissions and fees. It charges a
commission from satellite owners for every launch that is booked through its
platform. Skyroot Aerospace also charges a fee from launch service providers
for every launch that they complete.

26. LivSpace

LivSpace is an Indian home improvement startup founded in 2015 by Anuj

Srivastava and Ramakant Sharma rated as one of the top 50 startups in India.
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LivSpace is a platform that allows users to book appointments with interior
designers and order home improvement products. LivSpace has over 1 million
registered users and is backed by investors such as Naspers, Jungle Ventures,
and Sequoia Capital India.
How LivSpace was started
Anuj Srivastava and Ramakant Sharma, the founders of LivSpace, met while
working at Amazon. They left Amazon to start LivSpace with the aim of
making it easier for users to book appointments with interior designers and
order home improvement products.
LivSpace Business Model
LivSpace earns revenue from commissions and fees. It charges a commission
from designers for every appointment that is booked through its platform.
LivSpace also charges a fee from home improvement product vendors for every
order that is placed through its platform.
27. Ather

Ather is an Indian electric vehicle startup founded in 2013 by Tarun Mehta and
Swapnil Jain which is rated as one of the top 10 startups in India.
Ather is a platform that allows users to book appointments with electric vehicle
dealers and test-drive electric vehicles. Ather has over 1 million registered users
and is backed by investors such as Tiger Global Management, Flipkart, and
InnoVen Capital.
How Ather was started
Tarun Mehta and Swapnil Jain, the founders of Ather, met while working at IIT
Madras. They left IIT Madras to start Ather with the aim of making it easier for
users to book appointments with electric vehicle dealers and test drive electric
vehicles.
Ather Business Model

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Ather earns revenue from commissions and fees. It charges a commission from
dealers for every appointment that is booked through its platform. Ather also
charges a fee from electric vehicle manufacturers for every test drive that is
completed through its platform.
28. Urban Company

Incorporated in November 2014, Gurgaon-based UrbanCompany is a home

services marketplace. It provides services like home cleaning, home tuition, and
wedding photography. The company has raised a total of $334 million from
Tiger Global, SoftBank Vision Fund, and others.
How UrbanCompany was started
Founders Varun Khaitan, Rakesh Kalra, and Abhiraj Bhal left their corporate
jobs to start UrbanCompany in November 2014. The company was started with
the aim of providing reliable and professional services to urban customers.
UrbanCompany Business Model
UrbanCompany operates on a marketplace business model. It connects service
providers with customers in need of services. The company makes money by
charging a commission from service providers.
Final thoughts about top startups in India!
So, this was the list of startup companies in India.
All of these unique startups in India are doing great in their respective domains
finitely worth keeping an eye on. Do you know of any other startups that should
be on this list? Let us know in the comments below!
Enrolling in a digital marketing course will pave the path to making a successful
career in the best startups to work for in India.

Page 39 of 52
Creating the Ecosystem
Policy and incentives can be used to create a strong nucleus of activity which
can generate its own momentum and become self-sustaining. There are a
number of key factors which can help to drive this momentum. On the demand
side there are elements like the use of public procurement, public private
partnerships and increasing private demand through incentives to work with
smaller companies; and on the supply side access to funding and high quality
resources.
 Startups
 Mentors
 Investors
 Incubators
 Accelerators
 Government body
 International

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OBJECTIVES OF THE RESEARCH PAPER
 To Build a Marketing Strategy for startup India
 To Asses Marketing Strategy formulation
 To Guide Marketing Plan for Startup India
 To know the Marketing Strategies adopted to boost Startup India

STATEMENTS OF THE PROBLEMS

Startup Business has changed. All walks of life. Irrespective of the age and sex
factor, it is the industry which brings together the life to share as the economy
of the country is strengthened and a fill up in the exchange of the nation, it’s a
way through which the country projects the aspects to world and looks forward
in seeing and knowing about the country. Startup brings all ways of life and
people we join hands with each other and know many things only with better
Startup approach is possible. Culture is shared amongst each - other. Social is
known; economic aspects are understood, and more than all we come to know
the way life is maintained with these, new things are learnt and old are polished.
All has been said and written. But this only is possible, if you have better
approaches to boost up the Startup. There are ways to do it but, with better
technology and marketing strategies only the Startup industry can be developed.
For this we require a timely and needy marketing ways. Thus the present study
is taken in response to a call for having marketing strategies to boost up the
Startup industry. The study restricts its area to the northern part of karnataka
State, in knowing the methods used for Startup development. The study also
proposes to suggest strategies for future development. Objectives of the Study
are the main objectives of the present study are.
 To understand the conceptual frame work of Startup as emerging service
industry with emphasis on its professionalization.
 To review the development of Startup industry in India.
 To consider conceptual frame work of marketing strategies for service
industry in general and Startup service in particular.
 To understand the existing state of affairs of Startup services in the area
of study with a view
 To assess demand and supply status for the Startup services.
 To chalk out ones optional elements of marketing strategies.
 To understand further the issues and challenges of marketing of tourist
services.

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  To arrive at conclusions and make suggestions on the basis of findings of
the study for formulation and development of Startup policy

RESEARCH METHODOLOGIES
The main purpose of the study was to know the marketing strategies adopted to
boost the Startup industries. It was therefore, decided to use explorative cum
descriptive research design for the study. This design fits into the pattern of
investigation. Random sample method was used. Data was collected through
questionnaire. The questionnaires were filled up by the educated Management
Graduates and who are working since 5 to 6 years in the various industries. An
exhaustive questionnaire was prepared and administered and sample size was
25 Management Graduates. This audience was approached through E-Mails,
WhatsApp, and Telephonic interview, of various locations in Karnataka- Bidar,
Bangalore, Belgaum, Davanageri, Gulbarga, Bijapur and from other part of the
karnataka. Further for a wider coverage of all the places in Karnataka were
members of the random sample.
Sources of Data Collection

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The data was collected from two sources namely Primary Source and Secondary
Source. Primary Data was collected by conducting personal interview and. The
Secondary data was obtained from the various Journals, Periodicals, Paper
clippings, Hand outs and Government Publications, Trade Journals, Research,
Annual Reports of Startup India website and Annual Reports of FICCI.

DATA ANALYSIS AND INTERPRETATION

A) SECONDARY DATA ANALYSIS:
CHART 1
SI Scheme Data Highlights Data
India is amongst the top five countries in the world in terms of
startups 5th Rank
Startup applications have been recognized as Startups by DIPP 14,036
Startup India hub has been able to handle queries 1,16,000
4 week free Learning & Development programs applicants 2,27,000
Tinkering Labs have been approved 5441
Tinkering Labs have been received grant Rs 12 Lakh each 2071
Facilitators for patents and designs Application filling 422
Facilitators for trademark filing intellectual property (IP)
applications 669
Tax deduction available for startups changed to 3 years out of 7
years 3 to 7
Research park setup at IIT Madras 7
proposals for technology business incubators 15
Proposals for startup centers 14
Incubators and accelerators witnessed Y-o-Y growth 40%
Incubators established in tier2/tier 3 cities 66%
Year on year Growth 10-12%
Providing Funding Support through a Fund of Funds with a Corpus 10,000

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of Rs Cr
The Research Park at IIT Gandhi Nagar is being set up by DST
worth Rs Cr 40
IIT Kharagpur has received RS Cr 74
IIT Bombay has received RS Cr. From MHRD 34
Earmarked under UAY for 2016-18 475
UAY 2016-18 sanctioned Rs in Cr 285
85 research proposals from IITs received RS under the UAY scheme 162.4
Startups shall now be able to wind up their business within a period
of days 90

CHART 2
B) PRIMARY DATA ANALYSIS
SL SI clearly communicates what is all about and conveys Population in
No the highest value it delivers %
1 Yes 40
2 No 60

Interpretation: 60% of the population says SI is not clearly conveying and

40% says it’s convey and clarifying about
SL SI promise well understood and consistently executed Population in
No at all levels of your organization %
1 Yes 60
2 No 40

Interpretation: 60% of the population says SI’s promise well understood and
consistently executed at all levels of your organization 40% says No
SL Factors Targeted Audience consider when approaching Population in
No Startup India service %
1 Yes 60
2 No 40

Interpretation: Factors Targeted Audience consider when approaching Startup

India service 60% of the population says Yes and rest 40% says no factor
considering
SL Factors Targeted Audience consider when approaching Population in

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No Startup India service %
1 Yes 60
2 No 40

Interpretation: Factors Targeted Audience consider when approaching Startup

India service 60% of the population says Yes and rest 40% says no factor
considering

SL Feel SI actively up selling and cross-selling services to Population in

No Their current applicants %
1 Yes 60
2 No 40

Interpretation: 60% believes Upselling and cross-selling services to their

current applicants whereas 40% says No
SL SI Marketing messages resonate with their target Population in
No audience %
1 Yes 60
2 No 40

Interpretation: Marketing messages resonate with their target audience at 60%

and 40% do not
SL SI Tailoring messages to specific segments when they Population in
No have the opportunity to do so %
1 Yes 20
2 No 60

Interpretation: From the above 40% SI message is specifying to their specific

segment and 80% believe that it’s not
SL Marketing tactics are generating the best results – leads Population in
No & Reach %
1 Lead 20
2 Reach 80

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Interpretation: 80% of the respondent suggested to use Reach Marketing
Tactic and other 20% suggested for the Lead Tactic
SL Integrating social media into traditional marketing Population in
No tactics will help the SI %
1 Yes 80
2 No 20

Interpretation: 80% of the respondent says integrating social media into

traditional marketing tactics will help the SI and 20 says will not

SL SI created a mobile app to promote and connect with Population in

No their audience is feasible %
1 Yes 20
2 No 80

Interpretation: SI mobile app to promote and connect with their audience is

not feasible says 80% of population and 20 says Yes
SL Most Remember seeing/Hearing SI marketing: Their Population in
No schemes %
1 Yes 40
2 No 60

Interpretation: Most of the respondent remember SI’s scheme only 40% and
60% do not
SL SI tailoring offers to specific segments Audiences or Population in
No types of types of Beneficiaries %
1 Yes 20
2 No 80

Interpretation: 80% says SI’s is not offering a tailored scheme to the targeted
audience only 20% believe yes it is
SL SI weakness in terms of the marketing Population in
No %
1 Yes 40
2 No 60

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Interpretation: SI is weakness in terms of the marketing at 60% and at 40% is
not

FINDINGS
According to the latest UN report India with 356 million 10–24-year-olds have
the largest concentration of youth population despite having a smaller
population than China. India has a large domestic market and can be considered
as a test bed before going global. The large population has also led to a
consumer expenditure growth, which has in turn has propped up supply and
production. Prime Minister Narendra Modi envisions India to be in the top 50 of
the World Bank Doing Business ranking report as a part of his campaign to re-
energize business and attract foreign investment. Currently, the country stands
at 130th rank (out of 189 ranked economies). With the present government
focused on making a difference in the country’s outlook, lot of opportunities
exist for the startup sector. On 16 January 2016, the Modi government
announced capital gains, income tax sops for startups under its Startup India
Action plan 2016. The Start Up India mission envisages promoting technology
business incubators and creation of research parks. Also the Human Resource
Development Ministry and the Department of Science and Technology are
partners in an initiative to set up over 75 startup support hubs in the National
Institutes of Technology (NITs), the Indian Institutes of Information
Technology (IIITs), the Indian Institutes of Science Education and Research
(IISERs) and NIPERs or National Institutes of Pharmaceutical Education and
Research
For the awareness point of view SI has only 40% of opinion its communicate
what is all about and convey the highest value it deliver whereas 60% says
doesn’t heard about SI. SI promise well understood and consistently executed at
all levels of your organization at 60% it shows the execution is slightly good.
Understand the factors Targeted Audience considers when approaching Startup
India service and when focusing marketing campaigns on those factors at 60%.
Respondents think Startup India marketing messages resonate with their target
audience is 70%. SI India tailoring messages to specific segments when they
have the opportunity to do so is very less in which gave 20%. Marketing tactics

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are generating the best results – leads, conversions, or reach – at the lowest cost
maximum prefer Reach tactics. Integrating social media into traditional
marketing tactics like direct mail and advertising will help the SI is higher and
feasible. SI has a mobile app to promote and connect with their audience very
less useful and inefficient. People remember most after seeing/Hearing SI
marketing: their clever creative approach or their scheme is less only 40% of the
respondent remembers it. SI tailoring offers to specific segments Audiences &
types of Beneficiaries 80% says it does not. SI weakness in terms of the
marketing is lack of marketing plans and activities, awareness and assures very
less benefits.

CONCLUSION
Indian market provides tremendous opportunity for startups and brands willing
to innovate. Internet penetration is high in urban markets and among
professional’s internet has become useful for innovations of startups & brands.
As of 2014, India was the third largest online market with more than 198
million internet users, ranked only behind China and the United States, 38
percent of those who use the internet at home or at work come from the 25-34
age brackets.

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 High mobile penetration-India’s tele-density reached 76.55 percent with a
subscriber base of 95.76 crore (2014). Growth in mobile penetration is
transforming the way businesses and consumers communicate and work with
increased productivity. For example, startups that develop mobile apps now
have an ever-increasing market to cater to. Rising number of global incubators-
Startup incubators are companies that assist new startups in their initial phase of
development by providing various services. Incubators share both tangible and
intangible resources such as equipment, office space, services such as
accounting, computing and legal services. They also assist startups in raising
startup capital and perform various networking activities to reduce the financial
burdens and resource issue. Incubators help entrepreneurs in building
sustainable business environment while benefiting the broader corporate
communities. Easy access to funding- The capital required can be accessed
through various sources like VC, Angel investors, banks, financial institutions
and incubators. Entrepreneur group is supporting the development of other
startups.

SUGGESTIONS

 To fix nonproductive marketing efforts, must first identify the problem areas.
Utilize an analytical tool to determine the aspects of present strategy that aren’t
working, which marketing channels are bringing in the bulk of SI traffic and
which aren’t carrying their weight. It may also implement surveys to see how
Beneficiaries are finding SI Scheme. Once we have this information, we can use
it to our advantage.
 Marketing is not one-size-fits-all. What works for one organization
may turn out to be a complete flop for another. The best way to

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 develop and execute a successful marketing plan is to align our
marketing strategy with our present strategy. Next, develop strategies
for the functional areas within marketing that align with the marketing
strategy. Alignment not only gets everyone on the same page and
increases efficiency, it also significantly increases our odds of helping
the SI to meet or exceed its goals.
 The first and most important step to developing any marketing campaign
is knowing who are our audience is. We should not only know what
group the ideal Beneficiaries belongs to, but also have an idea of the
interests of the ideal aspirants and what is going to appeal to them. SI
should also find out where their audience is. For example, what social
media platforms does SI audience spend the most time on?
 Now that SI knows who and where their audience is, SI need to make
sure to reach them. Need to build their campaigns around the audience's
interests. Use the keywords they'll be searching for. Make advertisements
that indicate that SI client's product or service solves a problem the
audience has.
 Don't underestimate the power of local media, especially if SI or SI
clients are located in a small town. Local newspapers or radio stations or
shows can be highly effective if they are looking to generate more foot
traffic.
 Social media can be a great way to connect with an audience in a
professional but human way. Use social channels that the Targeted
audience is on to answer Aspirants questions and have conversations with
client’s audience.
 Promotions like contests can be great tools for engaging a local audience.
Be creative with contests and offer good scheme that the ideal beneficiary
would want. Offer promotions to celebrate local events or to connect with
the community in other ways.

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REFERENCES

1. Federation of Indian chambers of commerce and industry (FICCI),

Developing a Startup Ecosystem, Lessons from the UK FICCI 2016

2. EY, Startup India An ecosystem for promoting entrepreneurship, India

transforming through radical reforms February 2017, www.ey.com/in

3. Startups India - An Overview, Grant Thornton International Ltd, Grant

Thornton India LLP 2016

4. The Indian startup saga, Grant Thornton International Ltd, Grant

Thornton India LLP 2016

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 5. Digital Banking, Report of the Working Group on FinTech and, Reserve
Bank of India Central Office Mumbai November 2017

6. Marketing Strategy Formulation and Component of Marketing Plan

retrieved from www.civilserviceindia.com

7. Why startups are wooing state governments as their prime customer, the
times of India, Apr 15 2018 
8. Marketing Strategy, Retrieved from https://www.investopedia.com
9. Way to improve your local marketing Strategy, Retrieved from
https://www.business.com
10.Ways to Improve Your Marketing Strategy Retrieved from
https://www.getambassador.com
11.Marketing Strategy, Philip Kotler/Kevin Lane Keller/Abraham
Koshy/Mithileshwar Jha, Marketing Management, 13th Edition Dorling
Kindersley (India) Pvt Ltd licensees of Pearson education in south Asia
12.Marketing Strategy, Philip Kotler/Gary Armsstrong/Parfullay
Agnihotri/Ehsan Ul Haque, Principles of Marketing, 13th Edition Dorling
Kindersley (India) Pvt Ltd licensees of Pearson education

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