In India’s fast-evolving startup ecosystem, digital visibility, audience insight, and agile marketing are no longer optional—they’re essential. To decode what truly drives success for early-stage startups, Indian Startup Times sat down with Akshat Bordia, a seasoned development marketing expert known for his work with high-growth startups and grassroots mentorship initiatives.

From navigating regional nuances to fostering the right entrepreneurial mindset, Bordia offers a practical, experience-rich lens into marketing strategies that work on the ground. Here are the key insights from our engaging conversation.

Marketing Fundamentals for Startups: Start with the Customer

Bordia began by breaking down three core pillars that startups must embrace from day one:

• Deep Customer Understanding: “Startups must truly listen to their audience,” he said, pointing to Blue Tokai as a great example of a brand that localised its offerings based on regional preferences.
• A Clear Value Proposition: He cited Zepto’s 10-minute delivery promise as a masterclass in clarity. “If your value isn’t instantly clear, your customer has already moved on,” he emphasized.
• Digital Visibility: Especially in Tier 2 and Tier 3 cities, a strong online presence builds initial trust. “People Google you before they believe in you,” he added.

Websites: The Digital Gateway to Trust

Bordia stressed that many startups underestimate the power of a well-optimized, conversion-focused website. He highlighted the case of Ugaon, a Nagpur-based company that successfully ranked for high-competition keywords through smart local SEO, customer testimonials, and showcasing previous work. “Your website is your first handshake with the customer,” he said.

Client-Centric Development Marketing: Integration is Non-Negotiable

Drawing from his own experience, Bordia advocated for tighter integration between design, development, and marketing teams. Transparency with clients is equally vital. “Share work links within the first few days—it builds confidence and opens a fast feedback loop,” he advised.

Masterclasses: Democratizing Digital Knowledge

Bordia also runs digital marketing masterclasses to bridge the gap between aspiration and skill. His modules cover SEO, social media, website strategy, and more. By offering certification-based, affordable learning, he hopes to make essential digital skills more accessible, especially for students and early-stage entrepreneurs.

Organic Engagement and Smart Advertising

When it comes to digital advertising, Bordia champions a thoughtful approach:
“Let your content breathe. Don’t boost it immediately. Give it 24 hours so organic reach isn’t suppressed by the algorithm.”
He also recommended designing mobile-first ads and using analytics to post during peak engagement hours.

Mindset Shifts for Indian Founders: Embrace Imperfection

One of the biggest hurdles Bordia sees in Indian entrepreneurship is perfectionism.
“Perfection delays progress. In India, failure is still taboo—unlike in the West where it’s seen as a stepping stone.”
His advice to founders: Experiment often. Fail fast. Learn faster.

Platform Strategy: Know Your Audience

When choosing social platforms, Bordia suggested aligning with user behavior and demographics.
“Don’t blindly pick platforms—test and analyze performance. Whether it’s Instagram, Facebook, or LinkedIn, consistency and clarity in brand voice are what matter most.”

Community and Education: Catalysts for Innovation

Reflecting on his academic journey at BITS Pilani and Techno NJR Udaipur, Bordia credited the entrepreneurial culture and alumni networks for shaping his approach.
“These communities foster innovation. They’ve produced startups that thrive on collaboration, curiosity, and shared learning,” he noted.

Digital Media and Personal Branding

In today’s landscape, digital media is not just a marketing tool—it’s a trust builder.
“A strong Instagram presence, founder stories, and authentic content can create instant credibility,” he said, referencing Shark Tank India as an example of how storytelling has transformed founder visibility.

Mentorship and Real-World Wins

Bordia shared how his strategic mentorship has led to real impact:

• Engineering students landing premium placements
• A college filling all seats via a low-cost digital campaign
• A lead-gen project scaling from a minimal ad budget to substantial daily spends through performance optimization

The Future: Hyperlocal Innovation and Strategic Storytelling

As India’s startup wave reaches deeper into Tier 2 and Tier 3 cities, Bordia sees incredible potential.
“Founders solving hyperlocal problems must tell compelling stories and document their journeys on digital platforms,” he said. “Visibility and authenticity will separate the winners.”

Conclusion: A Digital-First, Founder-Led Future

Akshat Bordia’s insights serve as a roadmap for startups navigating India’s complex yet opportunity-rich digital terrain. His emphasis on customer-centricity, iterative learning, and strategic storytelling resonates strongly with the new generation of entrepreneurs.

As India’s startup ecosystem continues to democratize, voices like Bordia’s are instrumental in shaping a digitally confident, strategically grounded future.