How Indian Startups Like Zomato Became Icons
Going from a garage dream to a household name in India’s thriving startup environment requires more than just a great product—it also requires a fantastic story that is presented correctly. At Wing Communications, we’ve witnessed firsthand how effective public relations (PR) can propel startups into the public eye and transform unknown businesses into well-known Indian brands. PR is the secret ingredient that has driven some of the largest success stories, such as Flipkart, Zomato, and Byju’s, with over 112,000 startups (DPIIT 2024) and counting. Here’s how PR worked for these Indian powerhouses, supported by statistics, actual successes, and takeaways you can use to further your career.
1. Crafting a Relatable Origin Story
Each household name begins with a memorable story. PR’s greatest strength is telling an engaging story about a startup’s journey. Consider the online bookshop Flipkart, which was established in 2007 by Sachin and Binny Bansal. They were portrayed in early publicity as IIT graduates competing against Amazon in India, a David-versus-Goliath trope that excited The Times of India. More than 50 million people had seen references to their “customer-first” philosophy by 2010 (WARC 2011).
The PR Play
Humanise the hustle. Wing Comm is fully aware of this tactic. Our efforts for a Hyderabad company resulted in a 25% increase in sales and an article in the Deccan Chronicle by portraying the founder as a local hero who was resolving last-mile delivery issues. Trust in the bank is what a relatable tale is, not just public relations.
2. Turning Milestones into Media Moments
Startups expand quickly, but PR ensures that the public takes attention. In 2015, Zomato PR team planned a blitz in addition to tweeting when the company reached one million orders. The Economic Times linked Zomato’s Foodie Revolution to India’s urbanisation. According to a 2022 Nielsen Study, 72% of Indians have greater faith in brands following milestone-driven coverage.
Wing Comm Case
We have also done this. We transformed a 100,000-user milestone for a customer into a YourStory feature that highlighted their influence in rural areas. Outcome? investor excitement and a 40% increase in traffic. PR turns victories into turning points.
3. Leveraging Influencers and Thought Leadership
Influencers and op-eds are PR gold in India, where 560 million people are online (IAMAI 2023). Byju is excellent at this. With YouTube partnerships and founder Byju Raveendran’s articles in Forbes India on “redefining education,” the app’s downloads skyrocketed, reaching over 100 million users by 2020 (Statista 2021). According to a 2023 Edelman Report, 63% of Indian adolescents have influencer-driven trust.
How We Do It
Wing Comm has teamed with micro-influencers and placed clients in Business Standard op-eds, resulting in 30% increases in engagement. Thought leadership is authority, not noise.
4. Navigating Crises with Grace
PR is a lifeline in times of crisis, not simply for good times. In 2016, Ola came under fire for driver strikes. With NDTV interviews with founder Bhavish Aggarwal, driver welfare pledges, and open apologies, their PR team sprang into action. According to a 2021 PR Week survey, 68% of customers overlook firms that apologise quickly. In a matter of weeks, Ola’s bookings increased.
Wing Comm Edge
We have also led customers through hurricanes. A Chennai startup product issue turned into a story in The Hindu about responsibility rather than failure—sales remained stable. PR transforms disasters into victories.
5. Localizing for India’s Diversity
22 major languages are spoken by India’s 1.4 billion population (Census 2011). When PR succeeds here, it speaks locally. Swiggy’s 2018 “Hunger Saviour” campaign, which linked food delivery to local appetites, was widely publicised in Telugu, Tamil, and Hindi media. Outcome? Tier-2 towns saw a 200% increase in orders (WARC 2019). Sixty percent of Indians prefer regional news, according to a WAN-IFRA 2023 report.
Our Take
Wing Comm increased their reach by 35% with their bilingual pitches, such as the Dinamalar feature for a Tamil Nadu client. Local PR is crucial; it is not a choice.
6. Riding Trends and Cultural Waves
PR’s hidden weapon is timing. The 2016 wave of demonetisation coincided with Paytm’s “Digital India” campaign. By 2020, they had 450 million members because to their Business Today advertisements and cashback programs (Statista 2022). 74% of Indians support brands that capitalise on cultural trends, according to a 2022 Kantar study.
Wing Comm Win
We matched Diwali green themes with a client’s eco-friendly launch, resulting in India Today coverage and a 20% increase in sales. The day is won by the PR that rides the wave.
7. Building a Brand Beyond the Product
Household names are emotive as well as practical. Nykaa’s public relations campaign promoted empowerment more than merely cosmetics. By 2020, it was India’s first woman-led unicorn thanks to founder Falguni Nayar’s “beauty for all” tagline and Vogue India profiles (Forbes 2021). 66% of Indians purchase from brands with a purpose, according to a 2023 Deloitte report.
Our Approach
In The Quint, we assisted a client in transitioning from a tech supplier to a “youth enabler,” increasing brand recall by 28%. PR creates more than simply logos.
8. Scaling with Consistent Buzz
PR that is persistent keeps the fire burning. By 2023, CRED had reached a $6.4 billion valuation because to its humorous advertisements and Economic Times articles on “credit card cool” (TechCrunch, 2023). Consistent PR doubles brand awareness in 18 months, according to a 2022 HubSpot study.
Wing Comm Magic
For a startup in Pune, our drip-feed approach—monthly stories—got them featured in Inc42 and increased their user base by 50%. PR is a marathon, not a sprint.
The Wing Comm Difference
PR is more than simply press releases; it’s the driving force behind India’s unicorn startups. Wing Communications has perfected this alchemy and uses media mastery, crisis solutions, and customised campaigns to help brands stand out from the crowd. From Zomato’s culinary reputation to Flipkart’s dominance in e-commerce, PR transformed ideas into success.
Our playbook? We listen to your story, magnify your successes, and cover your vulnerabilities. In just six months, a customer moved from being unknown to CNBC-TV18—proof that effective PR is possible. Despite the congested startup market in India, effective PR may make a difference. Are you prepared to become the next big thing? Let’s have a conversation and ignite your brand.
