Introduction

In the fast-paced world of Indian startups, where funding cycles, hypergrowth, and public perception collide daily, brand communication plays a pivotal role in defining a company’s identity and long-term trust. At the center of this high-stakes game stands Amrit Anand, Head of Communications at Zupee. With a rich professional journey that spans global giants like Walmart and Bank of America, to new-age disruptors like Paytm and ReNew Power, and now Zupee, Amrit brings a rare blend of corporate rigor and startup agility to the table. In this conversation, he reflects on how these diverse experiences have shaped his communication philosophy and what it takes to lead narrative strategy in today’s volatile yet vibrant startup ecosystem.

A Career Forged in Structure, Tempered by Speed

Amrit’s communication journey began in the structured environments of multinational corporations. Early stints with Walmart and Bank of America gave him a solid grounding in process-driven corporate communications—where long-term thinking and systems-building were central. These formative years taught him that effective communication isn’t just about reactive storytelling—it’s about proactively aligning messaging with business goals and laying down a framework that can scale.

The transition to startups, however, was a leap into the unknown. At the time, many communication professionals hesitated to join startups, deterred by the lack of defined functions and often unrealistic expectations. But for Amrit, the fundamentals remained the same. “In startups, you don’t inherit respect with a title,” he says. “You earn it by showing impact.” This mindset of impact-driven communication—staying closely aligned with business strategy and acting as a strategic advisor to leadership—has been key to his success.

From Identity to Influence: Communications Across Growth Stages

Having worked with startups at varying levels of maturity, Amrit emphasizes that communication challenges evolve significantly as companies grow. Early-stage startups struggle with visibility and identity. At this stage, efforts are centered around building journalist relationships, winning credible awards, and creating consistent moments of recognition.

By contrast, growth-stage startups shift their focus to trust-building and reinforcing business fundamentals. “Once you’ve built visibility, the task becomes reinforcing credibility,” he notes. At this stage, the media is more receptive, and the communication lens shifts toward leadership strength, revenue growth, and industry influence. Consistency in storytelling—whether around innovation, culture, or business impact—becomes the cornerstone of sustainable brand equity.

Building Narrative in Crowded Markets

For Amrit, crafting a compelling narrative begins with listening. Understanding the regulatory, cultural, and competitive landscape of the category is the first step. Equally important is identifying the brand’s own vulnerabilities and being unafraid to address them. “A strong narrative isn’t just about projecting strengths; it’s about acknowledging weaknesses and building counter-narratives around them.”

Once the narrative is defined, the focus shifts to visibility—showing up across platforms as the most credible, quoted, and consistent voice. This is complemented by thought leadership initiatives, such as opinion pieces, panel participation, and policy commentary. According to Amrit, differentiation doesn’t come from being louder—it comes from being sharper and more relevant.

Balancing Transparency and Narrative Control

In an era where startups are under intense scrutiny—be it funding, governance, or culture—striking a balance between transparency and narrative control is vital. For Amrit, authenticity is non-negotiable. “You can’t manufacture credibility. It has to be earned,” he insists. Communication, in his view, must be a reflection of the company’s core values, not a band-aid for perception problems. Internal consistency, alignment with leadership intent, and rootedness in truth are what ultimately build resilient reputations.

Storytelling That Moves the Needle

Storytelling is not just a creative exercise—it’s a strategic lever that drives business perception. Amrit recalls a powerful campaign where the brand was accused of harming small businesses and jobs. Instead of taking a defensive stance, his team responded by showcasing real stories of impact—women from rural areas gaining formal employment, frontline staff rising to management roles, and suppliers becoming entrepreneurs. These human-centric narratives helped shift public sentiment and reinforced the company’s commitment to inclusive growth.

Tailoring Communication for Different Stakeholders

Working across consumer and tech-led startups, Amrit has learned to finely segment communication strategies. While the core narrative remains consistent, the tone, content, and channels must be tailored to each audience—whether it’s consumers, investors, media, or internal teams. In one case, during the launch of a sound-based payment confirmation device, the strategy was multifaceted: For merchants, it was about simplicity and convenience; for investors, it was about IoT-led innovation and scale; for media, it was framed as a made-in-India solution for Bharat; internally, it became a story of cross-functional success. Each piece was distinct, yet collectively aligned to a central idea—tech-led financial inclusion.

Scaling Voice Across Teams and Geographies

As startups scale, so does the complexity of keeping the brand voice consistent. Amrit solves this with a structured yet flexible approach. A central messaging framework outlines the brand tone, key narratives, and do’s and don’ts, which is then shared across all functions—from HR to product teams. Workshops, content banks, and internal review loops help maintain quality while giving regional teams enough room to localize without losing essence. “The idea is to let teams speak in their own voice, as long as it still sounds like the brand,” he says.

The Founder’s Voice: A Double-Edged Sword

In today’s hyper-connected world, a founder’s personal brand can be both a powerful asset and a potential risk. Amrit views this as a strategic responsibility. Founders need to express themselves authentically, but also with an acute awareness of public context. “We don’t operate in a vacuum,” he explains. One tweet or quote can ignite media cycles. His role as a communications leader is to help founders strike the right tone, timing, and platform—so that their voice elevates, rather than overshadows, the brand.

In-House Leadership vs. Agency Support

Amrit believes the role of in-house communications leaders has evolved dramatically. Today, they aren’t just execution partners—they are strategic anchors. While agencies are invaluable for bandwidth and external perspectives, only internal teams have the depth of context and real-time judgment needed in high-stakes moments. “During a crisis, you can’t outsource decisions,” he says. “You need to know who to call, what to say, and when to act.”

Advice for Aspiring Communications Professionals

To those starting out in startup communications, Amrit offers simple but powerful advice: master the basics—strong writing, clear messaging, and real relationships. “Don’t wait for briefs. Own problems end-to-end,” he urges. In a world where expectations evolve rapidly, impact comes from proactiveness, speed, and a deep understanding of your ecosystem. Above all, never outsource your thinking.

Conclusion

Amrit Anand’s approach to communication is marked by clarity, strategy, and empathy. His journey from corporate boardrooms to startup war rooms offers a blueprint for how communications can evolve from a support function to a strategic force. In an era defined by speed, scrutiny, and storytelling, leaders like Amrit are not just managing narratives—they are shaping them with intention, insight, and integrity.