As a founder, growth is only half the battle. The harder challenge is keeping the users you’ve worked so hard to acquire and getting them to come back, engage deeper, and eventually become your most loyal customers.

Through this “How-to Guide” series, we want to introduce you to platforms across categories that reduce this operational load, so you can spend less time managing processes and more time building your company.

One of the first places where this gap shows up is customer engagement. You have the data – signups, app opens, purchases, drop-offs, but no easy way to act on it in real time.

CleverTap fixes this by bringing everything into one place. From real-time behavioural tracking to AI-powered segmentation, omnichannel journeys, and live user targeting, it’s an all-in-one engagement platform built to help you retain your most valuable customers, forever.

Use-Cases

1. E-commerce / D2C Founders | AI-Powered Retention & Revenue Growth

Scenario: A fast-growing D2C brand struggling with cart abandonment, low repeat purchases, and fragmented customer engagement across channels.

E-commerce brands use CleverTap to unify customer data and engage users contextually across push notifications, WhatsApp, email, and in-app messaging. With AI-driven segmentation and real-time personalisation, brands can improve conversions, increase repeat purchases, and maximise customer lifetime value through retention-led growth strategies.

2. Fintech Founders | Lifecycle Engagement & Intelligent User Activation

Scenario: A fintech startup aiming to improve KYC completion, product adoption, and long-term retention across a rapidly growing user base.

Fintech companies use CleverTap to orchestrate personalised onboarding journeys and automate behavioural nudges with real-time analytics and AI-powered automation. This helps improve activation rates, reduce user drop-offs, and drive higher retention through contextual and timely engagement.

3. OTT / Media & Entertainment Founders | Personalised Content Engagement & Viewer Retention

Scenario: An OTT platform managing millions of users across both paid and freemium models, with diverse content preferences and viewing behaviours.

OTT and media platforms use CleverTap to deliver hyper-personalised content recommendations, automate binge-watch nudges and new-release alerts, and re-engage dormant viewers through push notifications, in-app messaging, email, and WhatsApp. By leveraging real-time behavioural insights and AI-powered segmentation, platforms can increase watch time, improve subscription retention, and drive deeper long-term engagement.

4. EdTech / SaaS Founders | Subscription Retention & Product Adoption

Scenario: An EdTech or SaaS startup managing lead nurturing, course purchases, and feature adoption across a growing subscriber base.

EdTech and SaaS companies use CleverTap to automate lead-nurturing journeys – from webinar attendance and onboarding communication to educational content tailored to different lifecycle stages. Through personalised engagement across push notifications, email, WhatsApp, and in-app messaging, businesses can reduce drop-offs, improve product adoption, increase user activation, and drive stronger long-term retention.

How to Set Up CleverTap: Step-by-Step Guide

New to CleverTap? Getting started is simpler than you think.

Example Use Case: Sending a Welcome Campaign to New Users Using CleverTap Essentials. Here are the steps to launch your first personalised campaign:

1. Log in to CleverTap: Open your CleverTap dashboard and connect your app or website.

2. Check Your Data: Make sure user events like signups, app opens, and purchases are showing up.

3. Create a User Segment: Go to Segments and create a group like New Users.

4. Create a Campaign: Go to Campaigns and choose a channel like Push, Email, SMS, or WhatsApp.

5. Write Your Message: Add a simple welcome message for new users.

6. Choose the Audience: Select the New Users segment you created.

7. Set When to Send: Send it immediately after signup or after a short delay.

8. Launch and Track: Start the campaign and check results like opens, clicks, and conversions.

Tip: Start with one simple campaign, learn how it performs, and then build more journeys over time.

Key Features for Startups

1. Live Behaviour Campaigns

Instead of sending scheduled messages to everyone, startups can trigger campaigns based on specific user actions. For example, if a user adds a product to their cart but doesn’t complete the purchase, an automated reminder can be sent instantly to encourage conversion.

2. Real-Time User Behaviour Tracking

Track user actions as they happen, including app opens, button clicks, purchases, and feature usage. This gives teams immediate visibility into customer behaviour and creates opportunities for timely engagement.

3. Omnichannel Journeys

Reach users across multiple touchpoints, including:

• Push Notifications

• In-App Messages

• SMS

• Email

• WhatsApp

This creates a consistent customer experience across every touchpoint where users engage with your brand.

4. Targeting Live Users

Identify users who are actively using your app or website and engage them in real time. Contextual messaging delivered at the right moment can significantly improve engagement, retention, and conversion rates.

Know more about the Essentials features here.

AI Feature for Startups

CleverTap Scribe for Emotionally Intelligent Content

CleverTap Scribe is an AI-powered content creator that generates emotionally relevant messages that resonate with a brand’s users. Based on the marketer’s prompt, Scribe generates up to three content options for the marketer to choose from.

It also analyses the emotional tone of the content, which can be further optimised to align with the brand’s tone of voice and the specific use case. The AI feature can be used across push, web push, email, and WhatsApp.

On average, companies lose up to 75% of new users within the first week of install. That’s revenue walking out the door, not because your product isn’t good enough, but because the right message didn’t reach the right person at the right time.

With CleverTap, you can track user behaviour in real time, automate personalised journeys across every channel, re-engage users before they churn, and grow retention without adding headcount or complexity.

At Razorpay Rize, we get it- building a startup is tough. That’s why we’re more than just a space for connecting with other founders. We’ve got programs, tools, and services designed to take some of the weight off the shoulders and make the journey just a little bit easier.

Dive into Vault today & unlock a world of possibilities. 

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Most founders think the road to their first million in revenue is about finding a clever growth hack. It rarely is!

In a recent session for the Razorpay Rize community, Sairam Krishnan, Head of Marketing at Atomicwork, and someone who has been through three separate zero-to-one journeys at Freshworks, Wingify, and now Atomicwork, made a quietly radical argument: there is no universal playbook for your first million. But some fundamentals consistently separate companies that grow from those that stall, and most founders overlook them.

Here are 10 practical lessons from Sairam’s zero-to-one journey that every early-stage founder can apply on the road to their first $1M ARR.

1. Start with a Marketing MVP instead of a plan

Founders love the idea of a marketing plan. Sairam pushed back on that instinct. Before channels, before content calendars, before a single rupee on ads, you need what he calls a Marketing MVP- the smallest possible foundation that makes the rest of your marketing make sense.

The rule he gave is simple: People need to understand what category you belong to before they can understand why you’re different. If your audience can’t immediately place what your product is, no amount of clever messaging about why it’s better will land.

Your category and your one true differentiator quietly dictate everything downstream, be it your blog, your newsletter, your landing page, or the words you use on a sales call.

2. Pick a niche so narrow it feels uncomfortable

The most common early mistake is trying to sell to everyone. Sairam’s advice was the opposite: identify one specific, narrow Ideal Customer Profile and build everything around it.

He pointed founders to April Dunford’s book Obviously Awesome, and to a useful definition of product-market fit along the way- it’s the moment customers start pulling the product out of your hands, rather than you pushing it toward them. For Atomicwork, the chosen audience is Chief Information Officers, so every marketing asset is tailored to what a CIO actually cares about.

But how do you find that niche if you don’t know it yet? You start with a hypothesis, and then you watch. Use design partners and see who gets the most genuine utility from what you’ve built. The people who stick around are telling you who you’re for. And the ones who quietly leave? They’re telling you something just as useful, that they were never your audience to begin with.

A five-person company can pivot its positioning in a week. The market isn’t watching you the way it watches Nike. That freedom is one of the few real advantages of being early, so use it!

3. Choose inbound over paid

With the cost of ads and influencers climbing, early-stage companies should lead with inbound and brand-building. A paid experiment, say, around $10,000 on Google, can be a fine way to test a hypothesis. But relying on paid as your engine is usually too expensive to be sustainable when you’re young.

The same logic came up about LinkedIn ads for reaching CHROs. Sairam’s answer was nuanced: if you have real data showing your buyers genuinely live on LinkedIn, run the experiment. But LinkedIn is expensive, and that expense is exactly why an inbound-first foundation matters underneath any paid bet you make.

So what does inbound actually look like in practice?

• Go where your audience already is. If they hang out on Reddit, your content lives near Reddit-shaped conversations.

• Mine your own users for stories. Find the people using your product in creative or clever ways, interview them, and share what they did. Real usage is more persuasive than any claim you could write yourself.

• Let AI accelerate, not author. AI can speed up the work, but the core strategy has to come from the founders. The taste and the judgment are still yours.

• Hold content to a real standard. Your blog isn’t competing with other startup blogs. It’s competing with the best media your industry already reads.

4. Build a pipeline by being genuinely useful

The second move is to build a pipeline, and the way you build it is by nurturing people with value. Communities, newsletters, curated boards: these are places to show up consistently and helpfully.

Capturing emails matters here, but so does what you do with them. The founders who win become trusted vendors, the ones who send a thoughtful report on how peers are adopting a new technology, rather than another “just checking in” email. Trust, built slowly, is what turns a lead into a customer who stays.

5. Sell it yourself before you scale

This was perhaps the firmest thing Sairam said: Do not delegate sales until the process is rubber-smooth and repeatable.

That means documenting everything as you go- the objections you hear, the demo flow that works, the follow-up that converts. Only once that whole motion is systematised should you hire your first salesperson. And when you do, that documented playbook becomes the template every future hire learns from.

Alongside it, watch for patterns. Among the deals that close, who are these people, and what do they have in common? Focus on the pattern. Then feed that pattern back into your marketing so you attract more of the right kind of customer and fewer of the wrong ones.

6. Find what compounds

Once something is working, the next question is brutally simple: What’s actually generating revenue from the right customers? Double down there, even if the traffic looks small and cut the activities that aren’t compounding.

Every marketing and hiring decision, Sairam argued, should be driven by what compounds. As you hit milestones, say, $50,000 in monthly recurring revenue, that data earns you the right to make bigger bets. The cycle repeats, and each turn surfaces a new problem to solve. That’s the job!

7. Fix the shop front before you worry about the crowd

The website often spends too much time talking about features and too little time talking about the customer’s problem. It’s a common mistake. Founders know their product inside out, so they naturally lead with what it does. Customers, however, care first about what it solves.

The takeaway: Before investing heavily in marketing channels, growth experiments, or acquisition campaigns, make sure the fundamentals are clear. Can a visitor immediately understand who the product is for, what problem it solves, and why it’s worth paying for?

Define your value proposition, your price, and your audience clearly before you spend energy on channels. If the shop front is weak, no clever channel strategy will save it. People arrive, don’t understand, and leave.

8. Avoid the metric trap

What tools should we use to monitor growth? Sairam’s answer was a gentle warning about the metric trap: obsessing over 400 or 500 daily visitors before you have enough data to draw any real conclusion. You often need something like 30 samples before a number means anything.

For a three-person team, the better use of energy isn’t optimising a thin trickle of traffic. It’s widening the top of the funnel- more inbound content, more reach. Aim for 5,000 or 6,000 visitors before you start agonising over conversion rates. Build the engine first!

9. Different business models, same foundation

When the conversation turned to scaling, Sairam offered a simple framework: are you trying to earn one rupee from 40,000 customers, or 1,000 rupees from 40 customers?

The answer shapes everything- from your sales motion and marketing strategy to how you build relationships with customers. A high-volume business requires a very different approach from one built around a smaller number of high-value accounts.

But regardless of the model, the underlying principle remains the same: growth begins with clear positioning. Before you worry about channels, tactics, or scale, you need to know exactly who you’re serving and why they should choose you.

And for founders in traditional, non-tech industries- where your buyer isn’t scrolling LinkedIn at all- the answer is older and simpler. Get on the ground! Sairam shared the story of a friend who sold hotel software by travelling to Goa in the off-season to run in-person demos. That hands-on, unglamorous hustle is what launched a multi-million dollar business.

10. The Real Job of Branding

Many founders think branding is primarily about visuals- logos, animations, design systems, or clever campaigns. While those elements matter, they are not what ultimately create a brand.

For companies operating between B2B and consumer tech, Sairam’s advice was to focus on becoming the tool that influential users adopt first. The goal is to earn trust within a small group of respected practitioners and let their adoption create a ripple effect across the market. Brands aren’t built when people recognise your logo; they’re built when people notice that the individuals they admire are already using your product.

Final thoughts

If there’s a single thread running through everything Sairam said, it’s this: at the zero-to-one stage, clarity and repeatability matter more than scale. The instinct to chase growth, optimise metrics, and hire ahead of the work is understandable, but it usually puts the roof up before the foundation is poured.

The founders who reach their first million in revenue rarely do so because they discovered a hidden growth hack. They get there by building strong fundamentals: clear positioning, consistent messaging, a repeatable sales motion, and a deep understanding of their customers.

Growth becomes far easier when you’ve first figured out who you’re serving, what problem you’re solving, and why customers should choose you.

Every great conversation leaves you with a few ideas you can't stop thinking about. This article grew out of one such conversation with Sairam Krishnan, Head of Marketing at Atomicwork. His willingness to openly share what he's learned- through wins, challenges, and everything in between- helped shape many of the perspectives captured here.

At Razorpay Rize, we get it- building a startup is tough. That’s why we’re more than just a space for connecting with other founders. We’ve got programs, tools, and services designed to take some of the weight off the shoulders and make the journey just a little bit easier.

Dive into Vault today & unlock a world of possibilities. 

Subscribe now

Hey Everyone! ✨

Bengaluru’s skies were unpredictable this month. The Rize community wasn’t.

Founders kept shipping, launching, hiring, fundraising, learning, and supporting one another. The result? Another month full of momentum and milestones.

Here’s your recap of everything that happened across Rize.

MILESTONE MOMENTS 👑

Every month, our favourite updates come from the founders themselves.

We've witnessed some jaw-dropping milestones within our community, and we can’t wait to share them with you.

A big congratulations to these founders! Each step forward is a victory on the path to success. So, keep pushing and growing!

ARTICLES OF THE MONTH 📜

Missed our articles last month? Check the top ones that fuelled our Founders!

✍️ US Market for Indian Exporters: What to Know

Everything Indian founders need to understand before entering the world's largest consumer market.

✍️ AI for Meta Ads: How D2C Brands Are Scaling Faster in 2026?

How leading D2C brands are using AI to improve targeting, creatives, and ROAS at scale.

✍️ US Product Readiness: Standards, Certifications and Consumer Expectations

The certifications, compliance requirements, and customer expectations that can make or break your US launch.

✍️ How to Get US Buyers for Your Export Business in 2026?

Practical strategies to find, reach, and convert buyers in the US market.

✍️ AI Security for Startups: Risks, Challenges, and What to Do Next (Part 1)

A founder's guide to understanding AI risks and building securely from day one.

Discover more such insightful reads in the Vault! The collection is growing every day.

Vault by Razorpay Rize

Thoughts from a thriving community of founders and entrepreneurs to fuel innovation, learn from each other's journeys, and Rize together.

STORIES FROM RIZE-PRENEURS 📎

What does it take to build in one of the fastest-evolving industries today?

This month, we sat down with Uttaran Nayak, Co-founder & CEO of Alchemyst AI, to learn about his journey building AI systems for enterprise automation, workflows, and intelligent infrastructure.

KEY HIGHLIGHTS THIS MONTH💡

New initiatives, exciting launches, and everything you need to stay ahead.

✨Break to Build: Launch✨

May also saw the launch of Razorpay’s Break to Build.

Behind every startup is a story that rarely makes it to the headlines- months of uncertainty, product pivots, customer rejections, cash flow worries, sleepless nights, and the constant pressure to keep going when things don’t go as planned.

Through Break to Build, founders opened up about what they’re building, the problems they’re solving, and the challenges they’ve overcome along the way.

Missed it? Check out our social channels for all the stories and highlights.

✨ Rize at Razorpay Conclave, Goa✨

The Rize team was in Goa for the Razorpay Conclave last month.

The event brought together founders, operators, investors, and ecosystem leaders for thought-provoking conversations on growth, innovation, AI, and what's next for the Indian startup ecosystem.

It was an opportunity to learn from some of the brightest minds in the industry and strengthen connections across the community.

✨Rize City Circle: Mumbai Edition✨

This month, Rize City Circle landed in Mumbai, bringing together ambitious founders from across the ecosystem.

The Mumbai edition of Rize City Circle brought these stories together in one room. What followed were honest conversations, shared lessons, and the comforting realisation that while every founder's journey is different, none of them has to walk it alone.

✨ New Launch: Razorpay Business Directory✨

Ever spent hours trying to find reliable information about a company online?

That’s exactly the problem the Razorpay Business Directory solves. With access to over 22 lakh Indian companies, founders can quickly search, verify, and learn about businesses without jumping between multiple websites.

A simple tool that saves time, something every founder could use more of.

Explore Now

MEET OUR NEWEST FOUNDERS: ONBOARDING EDITION 👥

Say hello to the latest group of founders joining the Rize Communities! They're full of bold ideas and big dreams, ready to take the startup world by storm.

Dive into Vault today & unlock a world of possibilities. 

Subscribe now

This article is published in collaboration with Jitesh Dugar, AI Automation Specialist and verified n8n creator, who shares practical insights on building content workflows that actually save time.

For years, consistent content creation was one of the biggest advantages large brands had over smaller businesses. They had dedicated teams for research, copywriting, design, publishing, and analytics. Most founders, on the other hand, were forced to squeeze content creation between customer calls, product discussions, operations, and fundraising.

But something has changed.

The rise of generative AI has dramatically reduced the effort required to create content. At the same time, automation platforms have made it possible to connect different tools and workflows without writing complex code. Together, these technologies are changing how businesses approach marketing.

During a recent workshop, AI automation specialist and verified n8n creator Jitesh Dugar demonstrated exactly how this works in practice. Rather than discussing AI in theory, he showed founders how to build a complete content engine, from idea generation to social media publishing, using AI and automation tools that are available today.

Why Content Automation?

Content automation helps by taking care of repetitive workflows, allowing teams to maintain consistency while focusing their time on strategy, creativity, and growth.

• Maintains consistency even when teams are busy with other priorities

• Reduces time spent on repetitive tasks like research, scheduling, and publishing

• Helps small teams achieve more without hiring additional resources

• Speeds up content production from ideation to distribution

• Reduces manual errors and missed publishing schedules

• Creates scalable systems that grow with the business

• Allows founders to focus on high-impact work such as customers, product, and growth

The Three Building Blocks Every Founder Needs to Understand

Jitesh explained that every single automation, no matter how complex, is built from just three things.

A Trigger

It’s the event that signals to the system that something has happened and that it’s time to respond. A customer places an order, fills out a form, sends a message, or signs up for a newsletter. Without a trigger, nothing moves.

Logic

This is where the system evaluates conditions, checks rules, and determines what should happen next.

Should the customer receive a welcome email? Should the request be routed to sales or support? Is the payment successful? Logic is what makes an automation feel intelligent rather than mechanical.

An action

It’s the thing the system does after processing the trigger through its logic. An email gets sent. A task gets created. A team member gets notified. A rider gets assigned.

For example: A food delivery app

What makes modern automation powerful isn’t that it’s built differently. It’s that thousands of these simple Trigger, Logic & Action sequences can be connected together to create workflows that feel incredibly complex. It’s very much like the digital equivalent of cause, decision, and response.

No matter which automation tool you use, these three components remain at the heart of every workflow.

Choosing Your Automation Tool

Once you understand the framework, the next question is obvious: How do you actually build these automations?

Fortunately, a new generation of no-code and low-code platforms allows anyone- from solo founders to enterprise teams- to automate repetitive work, connect apps, and build workflows in hours instead of weeks.

• Zapier is the veteran of the category. It connects thousands of apps, has a polished user experience, and is often the easiest place to start. The trade-off is cost. As your workflows become more complex or your automation volume increases, pricing can rise quickly.

• Make.com strikes a balance between power and accessibility. Its visual workflow builder makes it easy to understand how data moves through a process, and it generally offers more flexibility per dollar than Zapier.

• n8n has become a favourite among technical founders and startups. It’s open-source, highly customizable, and can be self-hosted, giving teams greater control over costs and data.

• Pipedream is ideal for developers who want to combine code with automation. Instead of relying entirely on drag-and-drop interfaces, it allows you to insert custom logic wherever needed.

• Relay.app focuses on human-in-the-loop workflows. Not every process should be fully automated, and Relay is designed for scenarios where people occasionally need to approve, review, or make decisions before the workflow continues.

However, n8n is what Jitesh chose for this session and for good reason. It’s AI-first in its design, low-code in its interface, and predictable in its pricing.

And there’s a 14-day free trial. Which means you can build something real this weekend before spending a rupee.

The First Workflow: Ideation Engine

To demonstrate what automation can actually do, Jitesh built a workflow live using a brand from the room. The example was Active Tribe, an intimate hygiene brand for active men.

The workflow was designed to solve a problem nearly every founder faces: coming up with fresh content ideas consistently.

Here’s how it works.

• The Trigger: Every morning at 7:00 a.m., a Schedule node automatically kicks off the workflow. No manual intervention required.

• The Research Layer: An RSS Reader node scans Google News for the latest stories and trends related to the brand’s niche, whether that’s men’s wellness, hygiene, fitness, or adjacent categories. Within seconds, it gathers a stream of relevant content.

• The Intelligence Layer: Since not every trend is worth talking about, a Limit node filters the results down to the most relevant items. These are then passed to an OpenAI node, where a carefully crafted prompt instructs the AI to generate a complete content package: a post idea, an attention-grabbing hook, a caption, and even an image prompt.

• The Action: The output is cleaned up using an Edit Fields node and automatically added to a Google Sheet. By the time the team starts work, fresh content ideas are already waiting for them.

The Second Workflow: Publishing Engine

If the first workflow generates ideas, the second makes sure those ideas actually get published. Together, they create a complete content pipeline.

Step 1: The Trigger
At 10:00 a.m., a scheduled workflow automatically starts running.

Step 2: Pick the Next Post
The workflow checks the Google Sheet and selects the first row marked “ready.” It processes one post at a time to keep things organised and avoid overlaps.

Step 3: Generate the Visual
Using the image prompt stored in the sheet, Google Gemini creates a custom image for the post.

Step 4: Publish the Content

The generated image is combined with the caption and automatically published to LinkedIn.

Step 5: Update the Status

Once the post is live, the workflow changes the status from “ready” to “posted,” ensuring the same content is never published twice.

The Question Every Founder Asks: Will My Account Get Banned?

It was one of the most practical questions of the session and one that almost every founder in the room was wondering about. What happens when you automate social media posting at scale? Is there a risk of getting your Instagram account suspended?

Jitesh’s response was straightforward.

The key is how you automate! If you’re using official APIs, such as Meta’s own API for Instagram, you are operating through channels that the platform explicitly supports. In those cases, the risk of suspension is extremely low. Problems typically arise when businesses rely on unofficial tools that scrape data, mimic user behaviour, or attempt to bypass platform restrictions.

There was a second caveat, though: Posting frequency matters!

Even if you’re using approved tools, posting every few minutes can look unnatural and trigger platform safeguards. If you’re posting every five or ten minutes, whether by hand or by bot, Instagram will flag it. The solution is to post at a human pace.

Automation, when done well, is almost invisible. It doesn’t make your brand look automated- it makes your operations look effortless.

Teaching AI Your Brand Voice

If the AI is creating the content, how do you stop it from sounding generic? How do you make sure it reflects your brand’s personality instead of producing the same captions everyone else is posting?

Jitesh shared two practical solutions:

Approach 1: Let AI Learn From Your Brand

Many AI models can access web content as part of their workflow. By directing the model to your website before it generates content, you give it context about your brand- your products, messaging, positioning, and communication style. Instead of creating content from a blank slate, it starts with an understanding of who you are.

Approach 2: Feed It Your Brand Guidelines

The simpler approach is often the most effective. Include your brand guidelines directly in the prompt. Define your tone of voice, key messages, preferred vocabulary, phrases you avoid, and the emotions you want your audience to feel.

AI is remarkably good at following instructions. The challenge is that most brands never give enough instructions to follow. The better your context, the better your output.

Final Thoughts

For years, building a consistent content presence felt like a luxury. It often required a dedicated marketing team, an agency partner, or a founder willing to spend late nights creating content after everything else was done.

A founder with the right systems can now create, refine, and publish content at a scale that would have seemed unrealistic just a few years ago.

The tools are here. The workflows work. And for founders willing to experiment, the gap between what they can imagine and what they can execute has never been smaller.

The only question now is: What will you build this week?

Dive into Vault today & unlock a world of possibilities. 

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Nobody gets excited about compliance. It is the part of the US market entry conversation that causes eyes to glaze over, the section of every export guide that founders skim and then regret skimming six months later when a shipment is sitting at the port of Los Angeles with a hold notice attached to it.

So here is the deal. This article will be as painless as possible. But you need to read it. Because customs and compliance is the single area where ignorance is most expensive. A rejected shipment, a product recall, or an FDA import alert does not just cost you that shipment. It can cost you your US market access entirely.

The good news: the rules are knowable. The agencies are navigable. And the Indian exporters who do their compliance homework before their first shipment find that it becomes a competitive advantage, because their less-prepared competitors are the ones getting held at the border.

The Compliance Agencies You Need to Know

When it comes to imports, the US works through multiple federal agencies, each responsible for specific product categories. So before you worry about paperwork or shipping, you need to know which regulator your product falls under.

1. CBP: US Customs and Border Protection

Every commercial shipment entering the US passes through CBP first. They are the agency responsible for verifying import documents, collecting duties, checking for restricted items, and deciding whether goods can enter the country or need further inspection.

The important thing to understand is that CBP works entirely on documentation and compliance standards.

What does CBP look at on every shipment?

• Commercial invoice: Must include the seller and buyer’s full names and addresses, a detailed description of goods (what they are, what they are made of, what they are used for), quantity, unit value, total value, country of origin, and the correct HTS (Harmonised Tariff Schedule) code.

• Packing list: Itemises exactly what is in each box or pallet. Must match the commercial invoice.

• Bill of lading or airway bill: The contract between you and the carrier. Issued by the freight forwarder or carrier.

• Country of origin marking: Almost every product entering the US must be marked with its country of origin in a legible, permanent manner visible to the ultimate purchaser. “Made in India” must appear on the product itself or its packaging. The requirements for how and where this marking appears vary by product category.

ACE (Automated Commercial Environment) is the system through which your customs broker files your entry with CBP electronically.

CBP does not just enforce its own rules. It also enforces the import requirements of a dozen other federal agencies, called Partner Government Agencies (PGAs). When you import a product that falls under the jurisdiction of the FDA, CPSC, EPA, USDA, or others, CBP checks compliance with those agencies’ requirements too before clearing your shipment.

2. FDA: Food and Drug Administration

The FDA regulates food, beverages, dietary supplements, cosmetics, medical devices, and drugs. If your export falls into any of these categories, the FDA is the most important agency in your compliance picture.

Food and Beverages

If you are exporting food to the US, you must be registered with the FDA as a food facility. This is not optional. FDA food facility registration is free and done online through the FDA’s FURLS system. Registration must be renewed every two years (in even-numbered years).

For every food shipment entering the US, you must submit Prior Notice to the FDA before the shipment arrives. This is submitted electronically through the FDA’s Prior Notice System Interface (PNSI) or through your customs broker.

The timing requirements:

• For ocean shipments- At least 8 hours before arrival

• For air shipments- At least 4 hours before arrival

If you are selling food to a US importer (rather than directly to consumers), your US importer is legally required to have a Foreign Supplier Verification Programme (FSVP) in place for you as their foreign supplier. This means they need to verify that your food meets US food safety standards.

US food labelling requirements are specific and non-negotiable. Mandatory elements include:

• Product name

• Net quantity of contents (in both metric and US customary units)

• Ingredient list (in descending order of weight)

• Nutrition Facts panel (in the specific FDA format)

• Name and address of the manufacturer, packer, or distributor

• Allergen declarations (the US has 9 major allergens: milk, eggs, fish, shellfish, tree nuts, peanuts, wheat, soybeans, and sesame)

Dietary Supplements

The US supplement market is enormous and attractive for Indian exporters of Ayurvedic products, herbal extracts, and nutraceuticals. Supplements in the US are regulated under DSHEA (Dietary Supplement Health and Education Act).

Key requirements:

• Must be manufactured in a facility compliant with FDA’s Dietary Supplement GMPs (Good Manufacturing Practices, 21 CFR Part 111)

• Labels must include a Supplement Facts panel (different format from the Nutrition Facts panel on food)

• Structure/function claims (”supports immune health”, “promotes joint flexibility”) are permitted but must be substantiated and accompanied by a specific disclaimer

• If your supplement contains an ingredient not marketed in the US before 1994, you may need to submit a New Dietary Ingredients (NDI) notification to the FDA before selling

Cosmetics

The Modernisation of Cosmetics Regulation Act (MoCRA), which came into full effect in 2024, significantly upgraded US cosmetic regulations for the first time in decades. Indian cosmetic exporters need to know:

• Cosmetic manufacturing and processing facilities must be registered with the FDA

• Each cosmetic product must be listed with the FDA, including its ingredient list

• There must be evidence that your product is safe for its intended use

• If your product causes a serious adverse event, you are required to report it to the FDA within 15 business days

3. CPSC: Consumer Product Safety Commission

If your products are meant for consumers, the CPSC is likely one of the agencies you will deal with. They oversee safety standards for categories like toys, children’s products, household goods, electronics, furniture, and more.

Children’s Products

Products intended for children under 12 face the most rigorous CPSC requirements. The Children’s Product Safety Improvement Act (CPSIA) requires:

• Third-party testing by a CPSC-accepted laboratory: Children’s products must be tested by an accredited lab for compliance with applicable safety standards.

• Children’s Product Certificate (CPC): Based on the test results, you must issue a CPC that identifies the product, the applicable safety rules it complies with, the testing lab, and the date and location of manufacture.

• Tracking labels: Children’s products must have a permanent label that identifies the manufacturer, production location, date of manufacture, and batch number. This allows for targeted recalls if a safety issue is identified.

• Lead and phthalate limits: Children’s products have strict limits on lead content (both surface coating and substrate) and phthalate content in plastic components.

General Products

For general consumer products not in the children’s category, the requirements are less prescriptive but still real. For many product categories, there are specific voluntary or mandatory standards:

• Furniture: ASTM F2057 for clothing storage units (tip-over prevention).

• Bedding and mattresses: Flammability standards under 16 CFR Part 1633 (mattresses) and 16 CFR Part 1632 (mattress pads).

• Apparel: Children’s sleepwear has specific flammability requirements (16 CFR Parts 1615 and 1616). General apparel has less stringent requirements, but is not exempt.

• Electronics and electrical products: While the CPSC covers safety, electronics also need to address FCC requirements (see below).

For non-children’s consumer products, the CPSC requires a General Certificate of Conformity stating that the product meets all applicable CPSC rules.

4. FCC: Federal Communications Commission

If your product emits radio frequency energy (intentionally or unintentionally), the FCC has requirements. This covers:

• Electronics with wireless connectivity (Bluetooth, WiFi, cellular)

• Devices with switching power supplies (most electronics)

• LED lighting

• Anything with a microprocessor that might emit RF interference

FCC authorisation comes in three forms: Certification (required for most intentional radiators like WiFi devices), Supplier’s Declaration of Conformity (SDoC, for most unintentional radiators), and Verification.

5. USDA: Department of Agriculture

The USDA controls the import of agricultural products, plants, and animal products. For Indian exporters in the food and agricultural space:

• APHIS (Animal and Plant Health Inspection Service): Governs plant and plant product imports. Many agricultural commodities require phytosanitary certificates from India’s NPPO (National Plant Protection Organisation) before export.

• Organic certification: If you want to label your product as organic in the US, you need USDA organic certification. Indian organic products certified under NPOP (National Programme for Organic Production) have equivalency recognition with the USDA organic standard, which simplifies the certification process.

• Meat and poultry: India is not currently on the USDA FSIS list of countries eligible to export meat or poultry to the US.

6. EPA: Environmental Protection Agency

The EPA’s jurisdiction matters for Indian exporters primarily in two areas:

• Pesticide residues: The EPA sets Maximum Residue Limits (MRLs) for pesticides on food products. Food that exceeds these limits can be refused entry. This is particularly relevant for Indian spice, tea, and agricultural exporters.

• Certain chemical products: Cleaning products, disinfectants, and products containing regulated chemicals may require EPA registration.

How to Build Your Compliance Infrastructure?

The good news is that you do not need a massive legal team to handle compliance well. What you do need is structure. Most successful exporters build a simple but disciplined system that ensures documentation, testing, labelling, and shipment processes are handled consistently from day one.

1. Start with your HTS code and identify your regulatory universe

Your 10-digit HTS code tells you your tariff rate. It also signals which PGAs have jurisdiction over your product.

2. Get a US customs broker before your first shipment

A licensed US customs broker (licensed by CBP) is the most important compliance hire you will make. They file your entries, flag documentation issues before they become port holds, and know when something requires additional PGA clearance.

3. Use accredited third-party labs for testing

For products requiring third-party testing (children’s products, certain electronics, supplements), use a CPSC-accepted or FDA-registered laboratory. SGS, Bureau Veritas, Intertek, and UL are the names you will encounter most often. They have offices in India and can test your products before export.

4. Document everything

Test reports, facility registrations, certificates of conformity, certificates of origin, and safety data sheets need to be organised, current, and retrievable quickly. A customs hold can require you to produce documentation within 24-48 hours. If you are searching for a test report from two years ago during a port hold, you are going to have a bad week.

5. Build a compliance calendar

FDA food facility registration renews every two years. FCC certifications need to be renewed if product changes are made. USDA organic certificates have annual renewal requirements. Build a simple calendar that tracks expiry dates for every certification and registration you hold.

The Importer of Record: Who Is Legally Responsible?

One of the most important compliance decisions you will make is identifying the Importer of Record (IOR). This is the party legally responsible for ensuring that goods entering the US comply with all customs and regulatory requirements.

• If you are shipping DDP (Delivered Duty Paid) to a US buyer, you may be the IOR.

• If you are shipping DAP or FOB, your US buyer is typically the IOR.

Many Indian exporters prefer to sell on terms where the US buyer is the IOR, transferring that legal and compliance risk. US buyers, particularly large importers and distributors, often accept this because they have the infrastructure to manage it. This is a negotiation point worth understanding before you get to the contract stage.

Final Thoughts

The encouraging part in this entire compliance process is that the system is not designed to work against you. US agencies are primarily focused on product safety, transparency, and proper documentation. Meet those standards consistently, and the process becomes far more predictable.

So take compliance seriously from the beginning. Hire experienced partners where needed. Get your certifications and testing done early. Build clean documentation systems. Then get back to building, selling, and growing!

Related Articles

Every founder dreams about landing that first enterprise customer. The demos go smoothly, the product works, and momentum finally feels real. But then comes the moment most early teams aren’t prepared for: the security review. A single vulnerability, exposed API, or overlooked compliance gap can stall deals instantly, not because the product is bad, but because trust breaks before adoption begins.

Nitesh Sinha, co-founder of Trampolyne AI and formerly product lead at Zepto, has sat across the table from that moment- not just once, but repeatedly, with the startups he now works with. His message to founders building with AI is simple, and a little uncomfortable: The speed at which you’re building is outpacing the speed at which you’re protecting.

And the stakes, he says, are higher than most founders realise.

Why Does AI Change the Security Equation?

Security has always lagged behind threats. That’s not new! What is new and genuinely different is how dramatically AI has tilted the playing field.

Nitesh puts it plainly: AI follows instructions directionally, not exactly. It works with abstract inputs, it doesn’t give up when it fails, and it operates at machine scale. Those are also the exact traits that make it dangerous in the wrong hands or in a poorly designed system.

“Practically anyone can use AI to get subject matter expert-calibre work done, at machine scale and speed,” he says. “That’s also true for someone with malicious intent.”

Is this just in theory? No! He shared the story of a student in India whose API keys got leaked, and they woke up to a $50,000 bill. There are startups whose entire production databases got deleted because an MCP tool was given too much authority and received the wrong instructions. They’re happening with increasing regularity to people who were trying to build fast and forgot to build safe.

AI Security Threats Every Founder Should Know

Nitesh’s co-founder, Manish Kumar, walked through the types of AI-specific threats that are now showing up in the wild.

• Direct Prompt Injection is essentially SQL injection for the AI era, except you don’t need to know any code. A person with ordinary language skills can craft a message that tricks your AI into revealing information it shouldn’t.

• Indirect Prompt Injection is subtler and harder to solve. Here, hidden instructions are embedded in content your AI reads- an email, a document, a web page. Your system processes it, trusts it, and quietly sends your user’s sensitive data to an attacker’s server.

Microsoft’s 365 Copilot had a publicly documented vulnerability of exactly this kind.

• Supply Chain Attacks happen when a third-party library or dependency your product uses is compromised. You didn’t build the vulnerability, but it’s living inside your system.

One well-known case: LiteLLM, used across 36% of cloud environments, was compromised. Four terabytes of data were stolen. This is particularly relevant now because AI is generating code at massive speed, and those AI-generated libraries often aren’t audited before they go into production.

• Shadow AI is closer to home for most teams: your own employees uploading client documents to ChatGPT or a public LLM to make sense of them faster. Once that data leaves your system, you’ve lost control of it. India’s DPDP Act is already partially in force and will be fully enforced by April 2027. If your users’ data ends up exposed this way, you’re liable- not the tool your team used.

The Race Between AI Innovation and Regulation

This is where the conversation shifted for many founders in the room. Security felt abstract until the numbers came up.

India’s DPDPA imposes fines of up to Rs. 250 crores for inadequate data protection, and that’s per type of violation. The EU AI Act, which came into enforcement in August 2025, carries penalties of 35 million euros or 7% of global turnover, whichever is higher. Nitesh didn’t mince words: for a small or medium company, this is a company-shutting-down event.

The enforcement will come. Not immediately, but a few high-profile examples will be made, and the larger industry will course-correct overnight. You don’t want to be the example.

More importantly, enterprise customers are already raising these questions. Nitesh shared the example of an AI-native SaaS startup that had completed traditional security audits and standard VAPT checks, yet continued to struggle during enterprise security reviews.

The reason was simple: conventional security testing wasn’t built to detect AI-specific vulnerabilities. Critical gaps had existed within the system for nearly 18 months because nobody was assessing the product through an AI-security lens.

Practical Steps to Improve AI Security Right Now

• Find your flaws first

You’re building fast using LLMs and vibe-coded tools. That’s fine. But run your system through at least a basic security lens. Identify your P0s and P1s- the critical vulnerabilities and fix those. You can use LLMs to help fix vulnerabilities, but review the code yourself. They make mistakes!

• Consider small language models for sensitive workflows

You don’t need a large language model for everything. Small language models can be self-hosted, tuned for your specific use case, and kept entirely within your infrastructure. If you’re handling health data or financial records, this is worth exploring before you scale.

• Map Your AI Stack

Most startups underestimate how many AI systems are already embedded into their workflows, products, and operations. Before improving security, founders need complete visibility into their AI infrastructure.

Start by creating a clear inventory of every AI model, API, tool, and integration being used across the company. Identify what kind of data flows through these systems, which employees have access to them, which external vendors store or process information, and what third-party plugins or automations are connected to your stack.

• Create AI Usage Policies

As AI adoption grows across teams, startups can no longer rely on informal usage or individual judgment alone.

The policy should clearly outline what employees are allowed to upload into AI systems and what information must never be shared. Customer data, financial records, confidential business information, source code, legal documents, and internal strategy discussions should all have clearly defined handling rules.

• Limit Sensitive Data Exposure

One of the biggest mistakes startups make with AI is feeding systems far more information than necessary.

To reduce exposure, startups should follow strict data minimisation practices. Customer identifiers such as names, phone numbers, email addresses, or account details should be masked or anonymised wherever possible before being processed by AI systems.

Confidential metadata, internal notes, legal information, and business-sensitive context should also be removed unless absolutely required for the task. The safest approach is to treat AI systems as high-risk environments by default.

• Conduct AI-Specific Security Testing

This means actively testing systems for prompt injection vulnerabilities, jailbreak attempts, unsafe or harmful outputs, data leakage risks, model abuse scenarios, and manipulation of AI-powered workflows.

Attackers are increasingly experimenting with ways to override system instructions, extract hidden information, manipulate outputs, or force AI agents into unintended actions.

AI-specific testing also helps startups understand how models behave under edge cases, adversarial prompts, and real-world misuse attempts. In many cases, vulnerabilities are not found through traditional code scanning because the weakness exists in the model’s behaviour rather than the infrastructure itself.

• Get your security documentation ready

Enterprise clients have a standard set of questions about AI governance, data flows, and tenant isolation. If you wait until the first one asks, you’ll start from zero every time. If you build a library of answers and architecture diagrams once, you can respond in hours instead of weeks.

Final Thoughts

Traditionally, founders treat security like a tax, something you pay reluctantly, usually when someone forces you to. But Nitesh offered a different way to see it: if you know your security boundaries clearly, you can run hard to that boundary and maximise your ROI fast. If you don’t know where the boundary is, you’ll either be too cautious and move slowly or too bold and get burnt.

Building is no longer the differentiator. Anyone can build. What separates founders now is how responsibly and confidently they can deploy AI in critical workflows and whether the enterprises that could transform their business are willing to trust them enough to let them in.

That trust is earned. And a big part of earning it is being able to say, clearly and honestly: here’s what we’ve built, here’s how we’re protecting it, and here’s what happens if something goes wrong.

This article is published in collaboration with Nitesh Sinha from Trampolyne AI, exploring the growing importance of AI security for modern startups and what founders need to know as AI becomes core to product and business infrastructure.

The next part will dive deeper into AI governance, compliance, and security frameworks for startups.

At Razorpay Rize, we get it- building a startup is tough. That’s why we’re more than just a space for connecting with other founders. We’ve got programs, tools, and services designed to take some of the weight off the shoulders and make the journey just a little bit easier.

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Uttaran Nayak is the co-founder and CEO of Alchemyst AI, a generative AI-native startup building intelligent AI infrastructure for enterprise teams. A graduate of the National Institute of Technology, he started building the company while still in college and has since become a 2x TEDx speaker and the recipient of the Student Entrepreneur of the Year Award 2024.

When people talk about AI startups today, the conversation usually revolves around funding announcements, flashy demos, and billion-dollar predictions. But behind every AI company is usually a founder sitting alone at 2 AM, wondering whether they’ve made the biggest mistake of their life.

For me, that moment came at 20!

Growing Up Between Expectations and Ambition

I was born in Kharagpur and grew up in Kolkata in a middle-class family where stability mattered a lot. My father worked in the railways, and like most families around us, the path ahead always seemed very clear- study hard, get placed, secure a stable job, and build a comfortable life.

Entrepreneurship wasn’t something people around me spoke about seriously. To us, building businesses felt like something only privileged people could afford to do.

Things started changing for me during engineering college. Most of my college life happened during COVID, and honestly, it was a confusing and stressful phase. Everyone around me was worried about placements, careers, and what the future would look like. I was, too.

During that time, I explored different internships across startups, trading firms, and enterprise tech companies, trying to figure out what truly excited me.

One of my earliest experiences was being part of the founding team of a YC-backed startup. I got to witness the journey from zero to hundreds of thousands of users, and for the first time, I saw what building a company actually looked like. It changed the way I thought. I realised startups weren’t magical things built by extraordinary people- they were built by people who were willing to take risks and stay obsessed with solving problems.

The Internship That Made Me Rethink Everything

After that, I did a stint at a high-frequency trading firm. On paper, it looked like the perfect opportunity. It paid well, it was prestigious, and most people would have considered it a dream role. But somewhere deep down, I knew it wasn’t meant for me.

The work felt lonely. I couldn’t imagine spending years disconnected from people, family, and the kind of life I genuinely enjoyed. I’ve always been someone who loves conversations, energy, and being around people. That realisation pushed me toward enterprise tech, where I joined a technical product management team and started working closely with CXOs and enterprise workflows. Looking back now, that experience quietly became the foundation for what would later become Alchemyst AI.

The Hardest Decision

The biggest turning point in my life came when I made a decision that honestly terrified me. I walked away from placements and rejected a stable offer without having any backup plan. I was just 20 years old.

I still remember how difficult that phase was with my family. For almost three months, we barely spoke properly because they simply couldn’t understand why I would leave certainty behind for something so risky. And honestly, I don’t blame them.

But somewhere inside me, I knew I had to try.

So I moved to Bengaluru with just a few months of savings and a belief that maybe I could build something of my own. Some days, it genuinely felt like I was gambling with everything I had. I had no guarantee that things would work out in the next six months.

Watching your friends settle into stable jobs while you’re questioning every decision you’ve made can feel incredibly lonely. But I think that’s also what entrepreneurship teaches you.

It teaches you how to trust yourself before the world does.

The Story Behind “Alchemyst”

The name “Alchemyst” came from my connection with the book The Alchemist. The idea that something ordinary could be transformed into gold stayed with me for years.

I wanted to build products with that same philosophy- taking ideas and turning them into something meaningful. Since the original spelling wasn’t available, we improvised and turned it into “Alchemyst.” That “Y” made it feel ours uniquely.

When we started Alchemyst AI in 2024, the AI ecosystem was exploding with companies building individual AI agents for different tasks-sales agents, audit agents, support agents, workflow agents, and more.

Initially, we also started by building automation applications for enterprises. But as we worked closely with companies, I realised the actual problem wasn’t just the application layer. The bigger challenge was infrastructure- how these AI systems retained memory, shared context, and worked together intelligently.

That realisation completely changed our direction. Instead of building every application ourselves, we shifted focus toward creating the infrastructure layer that powers intelligent AI systems at scale.

The Reality of Being a Young Founder

There’s a romanticised version of young entrepreneurship online.

The reality is much heavier. “As a founder in your early twenties, people naturally doubt you. There’s always this assumption that you’ll fail because you lack experience.”

That lack of trust can quietly become one of the hardest battles. And then come the difficult founder moments nobody prepares you for: your first firing, missed family moments, burnout, and carrying responsibility when everything feels uncertain.

Slowly, as Alchemyst AI started gaining traction and recognition, things changed. My parents also started understanding what I was trying to build. Once the validation started coming in from the outside world, those conversations at home became much easier.

Building With a Friend Who Became My Cofounder

A huge part of this journey has been my cofounder, Anuran. We’ve known each other for almost eight years now. We first met through a common mathematics tuition in Kolkata during our school days.

Over time, we realised how complementary we were as people. I’m someone who naturally enjoys talking to customers, investors, and understanding the market, while he’s deeply focused on technology and engineering.

That balance became one of our biggest strengths. More than anything, what has helped us survive difficult moments is mutual respect. Startup life comes with disagreements, heated discussions, and stressful days, but respecting each other’s work has always mattered more than winning arguments.

The Milestones That Validated the Journey

Over the last two years, there have been moments that still feel surreal to me. Raising my first institutional funding round at 21 was one of them.

Sitting across experienced investors with no long corporate résumé, no fancy background, just conviction and hunger, was incredibly intimidating.

Another huge milestone was getting selected into Antler’s AI Disrupt program and receiving a $400,000 SAFE investment. But honestly, when I look back at everything so far, my biggest achievement isn’t funding or awards. It’s the team we’ve built.

We’re a young Gen Z team, and the speed at which we move still amazes me. We can go from idea to execution in a matter of days. But beyond speed, what makes me proud is that we’ve managed to hold onto the vision while scaling.

What Keeps Me Grounded

Outside work, I find balance in simple things. I love driving, riding bikes, travelling, swimming, cricket, chess, and reading.

Sports have always shaped the way I think about leadership. It teaches discipline, resilience, and how to keep showing up even after losses. I try to bring that same energy into how I work with my team every day.

If Not This, Then What…

And if there’s one thing I know for sure, it’s this: Even if Alchemyst AI didn’t exist, I would still be building something. Maybe not in AI. Maybe not in enterprise tech. But definitely as an entrepreneur.

Because somewhere along the way, entrepreneurship stopped being just a career choice for me. It became deeply personal.

What makes Uttaran Nayak’s story especially exciting for us at Razorpay Rize is how relatable and real it feels. Behind the funding, AI buzzwords, and startup milestones is a young founder figuring things out in real time, learning fast, and building through uncertainty with relentless energy.

His journey from a student founder to building a venture-backed AI startup reflects both the speed and ambition of India’s new-age entrepreneurs.

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Selling directly to consumers is one way to enter the US market, but it’s not the only route, and often not the fastest for Indian exporters.

The alternative is B2B: working with US distributors, retailers, and wholesale buyers who already have access to customers, shelf space, and established distribution networks.

This guide walks you through how to identify the right buyers, approach them effectively, understand what they look for, and structure your deals to reduce risk.

Understanding Distribution Channels in the US

Before you start reaching out to buyers, understand how distribution in the US actually works. It’s more layered than most markets Indian exporters have dealt with.

The Three-Tier Structure

• Importers & Distributors: These are companies that buy in volume directly from overseas manufacturers, handle customs and domestic logistics, and sell to retailers or end-users. They take on significant risk (inventory, compliance, logistics) and price accordingly.

• Wholesalers: They buy from importers or manufacturers and sell to retailers, often in smaller volumes than distributors. More flexible than distributors, more accessible as a starting point, but less powerful as a scale partner.

• Retailers: Department stores, speciality retailers, big-box chains, and independent boutiques. Buying direct from a retailer gives you better margins than going through a distributor, but the requirements are significantly higher, and payment terms can be brutal.

Each tier has a different risk appetite, different volume expectations, and different entry criteria. A first-time exporter testing 500 units has no business pitching Walmart. But that same exporter is a perfect candidate for a regional speciality wholesaler or a boutique retail buyer. Knowing your tier is the first strategic decision, and most exporters get it wrong.

Where do US Buyers Actually Come From?

Most Indian exporters default to cold email and LinkedIn. Both work, but they’re slow and low-conversion compared to channels where buyers are actively looking for new products.

1. Trade Shows

American trade shows are where buyers go specifically to discover new suppliers. A well-prepared booth puts you in front of hundreds of qualified buyers in three days, something that would take months of cold outreach to replicate.

The shows that matter most for Indian exporters, by category:

What does a good trade show presence cost?

• Booth space: $3,000-15,000, depending on the show and size

• Travel, accommodation, shipping samples: $3,000-8,000

• Booth design and display materials: $2,000-10,000

• Total first show budget: $8,000-30,000

It’s not cheap! But one distributor relationship from a trade show can generate $100,000+ in annual orders. The math works if you’re prepared.

2. Online Wholesale Marketplaces

The rise of B2B e-commerce has created platforms where US buyers actively source new products. These are particularly effective for smaller retailers and boutiques.

• Faire: The dominant wholesale marketplace for independent US retailers. Over 700,000 retailers are actively buying on Faire. Indian exporters with strong product aesthetics in home, gift, apparel, and food have found significant traction here. Faire handles payment terms (offering retailers Net 60) and takes 15-25% commission.

• RangeMe: A supplier discovery platform used by major US retailers, including Whole Foods, Target, Walmart, and CVS. It’s not instant, but it’s how many Indian brands have gotten their first conversation with a major chain buyer. Premium subscriptions ($1,500-3,500/year) increase visibility significantly.

• Tundra: Zero-commission wholesale marketplace. Smaller than Faire but growing. Good for home goods, gifts, and food categories.

• Abound: Focused on independent retailers, similar positioning to Faire but with a different buyer base. Worth listing on if you’re already on Faire.

• Global Sources / Alibaba (for B2B): Yes, these are primarily used for China sourcing, but Indian exporters are increasingly getting traction here, especially as buyers look for China alternatives.

3. Import Brokers and Trading Companies

Import brokers specialise in connecting overseas manufacturers with US buyers. They work on commission (typically 5-15% of the order value) and bring relationships you’d take years to build independently.

How to find reputable import brokers?

• Trade show exhibitor directories (brokers often attend as buyers)

• National Association of Sales Professionals (NASP)

• Category-specific trade associations

• Referrals from other Indian exporters who’ve successfully entered the US

4. LinkedIn and Cold Outreach

Cold outreach is often slower and tends to have lower conversion rates compared to trade shows or marketplaces, but it can still be highly effective when approached strategically. The key lies in reaching the right decision-makers with a clear and relevant pitch.

On platforms like LinkedIn, founders should focus on connecting with roles such as “Buyer” or “Category Manager” at target retailers, “VP of Sourcing” or “Head of Procurement” at distribution companies, and “Import Manager” at trading firms. Personalised outreach, backed by a strong product story and market fit, can gradually open doors to valuable distribution partnerships in the US market.

What works in cold outreach to US buyers?

• Lead with what makes your product different, not what it is

• Reference specific trends in their category that your product addresses

• Include a direct link to your line sheet or product catalogue

• Keep it under 150 words

• Have a clear ask: “Would a 15-minute call this week or next make sense?”

5. The Indian Diaspora Network

Indian-American entrepreneurs and professionals are embedded in US retail, distribution, and food service at every level. They’re often more accessible than mainstream American buyers, more willing to take a chance on an Indian brand, and better positioned to advocate for your product internally.

How to tap this network?

• FICCI, CII, and NASSCOM have US chapters with active business communities

• Indian American Chamber of Commerce (IACC) chapters in major cities

• TiE (The Indus Entrepreneurs) chapters across the US

• Indian grocery distribution networks (especially for food brands) are almost entirely run by Indian-Americans and are a direct pipeline into ethnic retail and beyond

Final Thoughts

There’s no single playbook for finding buyers in the US market. Sometimes a distributor opens the first door. Sometimes a trade show conversation turns into a retail partnership months later. Sometimes a cold LinkedIn message unexpectedly leads to a breakthrough.

The important thing is to keep building momentum across channels while continuously improving your product, positioning, and credibility. Over time, those small efforts start compounding into real market access.

Related Articles

As a founder, a surprising amount of your time goes into activities that aren’t directly related to building your product- setting up processes, managing vendors, handling compliance, figuring out payroll, insurance, payments, logistics, and a dozen other operational tasks that quietly consume hours every week.

Through this “How-to Guide” series, we want to introduce you to platforms across categories that reduce this operational load- so you can spend less time managing processes and more time building your company.

Early-stage chaos often first shows up in your finances. Invoices are delayed, payments are hard to track, and there’s no clear view of what’s coming in.

Swipe fixes this by bringing everything into one place. From creating GST-compliant invoices to managing customers, tracking inventory, and collecting payments- it’s a simple, all-in-one app built to make financial operations feel effortless.

Use Cases

1. D2C Founders | Shopify Order & Invoice Automation

Scenario: A growing D2C brand handling hundreds of daily orders through Shopify.

D2C brands integrate their Shopify store with Swipe to automatically sync orders and generate GST invoices instantly. This eliminates manual work and speeds up fulfilment.

2. Founders in Export Business | Multi-Currency & Export Invoicing

Scenario: A founder selling across global markets, dealing with multiple currencies and export documentation.

Export-focused founders use Swipe to create export invoices with live exchange rates and accurate multi-currency billing. Swipe automates documentation for international shipments.

3. Manufacturing Founders | Inventory & Warehouse Management

Scenario: A manufacturer managing raw materials, finished goods, and stock across multiple locations.

Manufacturers use Swipe to manage raw materials, finished goods, and stock across warehouses. Inventory auto-updates with each invoice, purchase entry, and delivery note.

4. SaaS Founders | Billing & Invoicing via API’s

Scenario: A SaaS startup managing recurring billing for a growing customer base.

SaaS startups integrate Swipe’s invoicing APIs to automate customer billing, generate GST invoices programmatically, and manage recurring payments through Razorpay.

How to Set Up Swipe: Step-by-Step Guide

Example Use Case: Creating and Sending an Invoice Using Swipe

New to Swipe? Getting started is straightforward. Follow these steps to create and send your first invoice seamlessly:

1. Login / Sign Up:
   Visit getswipe.in and sign up for a free account.

2. Create a New Invoice:
   From the dashboard, click “Create Invoice”

3. Add Customer Details:
   Select customers, enter customer name, contact information, and tax details.

4. Add Products / Services:
   Select existing items or create new products. Swipe automatically applies the correct GST.

5. Review & Save:
   Check tax calculations, total amount, currency, and terms. Save the invoice.

6. Share Instantly:

   • Send via WhatsApp

   • Share via email

   • Download as PDF

   • Collect payments via Razorpay payment links

Tip: You can send invoices automatically, also directly to the customer.

Key Features for Startups

1. One-click document conversion (Quotation → Invoice → Delivery Note → Payment Receipt)

   

2. Live currency conversion for export invoices

3. Create invoices directly using WhatsApp AI, without opening the app.

4. Online payment collection with integrated payment gateways like Razorpay

5. Inventory, warehouse, expenses, and customer ledger management

Key AI Features

If you’ve ever wished invoicing, tracking, and follow-ups could just “handle themselves”, that’s exactly what Swipe’s AI features aim to do.

1. Create Invoices Directly Through WhatsApp

Founders can generate complete invoices by simply messaging Swipe’s WhatsApp AI.
Example: “Create an invoice for 2 headphones at ₹999 each for Aman.” AI instantly returns a ready-to-share invoice.

2. Smart AI Reminders

Founders can set personal or business reminders through WhatsApp using natural language.
Examples:

• “Remind me to follow up with investors at 3:00 PM.”

• “Remind me to collect payment from Rohan tomorrow morning.”

Swipe AI sends the reminder at the exact time, helping founders stay on top of priorities.

On average, small businesses spend 5-10 hours every week on invoicing, payment follow-ups, and reconciliation. That’s nearly a full working day lost to tasks that should ideally run in the background.

With Swipe- You can use it to create GST invoices in minutes, collect payments through shareable links, track inventory as orders come in, and stay on top of your numbers- without digging through multiple tools.

At Razorpay Rize, we get it- building a startup is tough. That’s why we’re more than just a space for connecting with other founders. We’ve got programs, tools, and services designed to take some of the weight off the shoulders and make the journey just a little bit easier.

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Hey Everyone! ✨

A new financial year brings fresh energy, bigger bets, and ambitious plans for the months ahead. And across the Rize ecosystem, founders kicked things off with launches, experiments, collaborations, and milestones worth celebrating.

Here’s a quick recap of everything that happened across the community this April.

MILESTONE MOMENTS 👑

First things first, let’s celebrate some victories! We've witnessed some jaw-dropping milestones within our community, and we can’t wait to share them with you.

Celebrating…

A big congratulations to these founders! Each step forward is a victory on the path to success. So, keep pushing and growing!

ARTICLES OF THE MONTH 📜

Missed our articles last month? Check the top ones that fuelled our Founders!

✍️ User Research vs Discovery vs Validation: Templates & Tools (2026 Guide)

✍️ Pricing in Canada: Landscape, Challenges & Key Considerations

✍️ Y Combinator 2026: Founder Insights, Tips & Learnings

Discover more such insightful reads in the Vault! The collection is growing every day.

Vault by Razorpay Rize

Thoughts from a thriving community of founders and entrepreneurs to fuel innovation, learn from each other's journeys, and Rize together.

STORIES FROM RIZE-PRENEURS 📎

This month, we spotlighted Ishan Jindal, a founder building across two very different worlds.

Building Wobb, trusted by 800+ brands, and now creating Lickcious, a modern intimacy wellness brand challenging conversations people still shy away from, Ishan’s journey is rooted in one thing: building boldly where others hesitate.

KEY HIGHLIGHTS THIS MONTH💡

New initiatives, exciting launches, and everything you need to stay ahead.

✨Rize D2C+ Offline Meetup with Arjun Vaidya✨

This month, we hosted the Rize D2C+ Offline Meetup at the Razorpay office with Arjun Vaidya, founder, operator, and one of the most respected voices in the D2C ecosystem.

The biggest highlight of the evening?
6 founders pitched their brands live to Arjun and received direct, real-time feedback on everything from positioning and growth to product, distribution, and storytelling.

✨ Buyer Access Program- Launch✨

Over the last few months, we kept hearing the same question from founders: “How do we actually enter international markets?”

To help solve this, we launched the Xport+ Buyer Access Program- an initiative designed to connect export-focused founders directly with vetted international buyers across key global markets.

The Buyer Access Program is exclusively available for founders inside the Rize Xport+ community- Join the community to access vetted international buyers, global market insights, and export-focused support.

Join Now

✨ Operators Circle with Spur, Meta & Shopify✨

We wrapped up the month by partnering with Meta and Shopify for the Operators Circle hosted by Spur- bringing together 100+ D2C founders, operators, and brand builders under one roof.

From growth and retention to performance marketing, brand building, and scaling challenges, the event was packed with honest conversations around what’s actually working in consumer brands today.

MEET OUR NEWEST FOUNDERS: ONBOARDING EDITION 👥

Say hello to the latest group of founders joining the Rize Communities! They're full of bold ideas and big dreams, ready to take the startup world by storm.

Dive into Vault today & unlock a world of possibilities. 

Subscribe now

The US has a far more structured and demanding regulatory environment for imported goods. Compliance is taken seriously, and the expectations are higher than what most Indian exporters are used to.

If you’re not prepared, you could face delays at customs, product delistings, or even recalls. In this article, we’ll walk through what US product readiness actually involves, from certifications and standards to labelling and consumer expectations.

Compliance Standards in the US Market

In India, compliance is often treated as a documentation exercise. In the US, it’s tied directly to liability.

Consumers can take legal action, and class action lawsuits are common. Regulatory bodies actively enforce standards—the Consumer Product Safety Commission can issue recalls and fines, the FDA can block shipments, and marketplaces like Amazon can suspend listings based on customer complaints. At the border, Customs authorities can hold or even destroy non-compliant goods, with the cost borne entirely by the exporter.

So how do you approach this the right way?

Step 1: Know Which Agency Governs Your Product

The first thing to figure out is who regulates what you’re selling. In the US, multiple federal agencies have jurisdiction over consumer goods.

• Consumer Product Safety Commission (CPSC) covers most general consumer products: toys, furniture, home goods, apparel, electronics, accessories, sporting goods, and more.

• The Food and Drug Administration (FDA) covers food, beverages, dietary supplements, cosmetics, skincare, medical devices, and some packaging materials.

• The Federal Communications Commission (FCC) covers anything that emits radio frequency energy: electronics, wireless devices, chargers, and Bluetooth accessories. FCC certification (usually FCC ID) is mandatory.

• The Federal Trade Commission (FTC) governs labelling claims, advertising, and marketing.

• The Environmental Protection Agency (EPA) covers pesticides, certain cleaning products, and goods that make environmental claims.

• The Department of Agriculture (USDA) covers organic certification for food and agricultural products.

Important Note: Identify your product’s HS code (Harmonised System code) and look it up on the CBP website. This will tell you which agencies have jurisdiction and what documentation you need at the border.

Step 2: Understand the Core Certifications

Certifications vary by product category, but here are the most common ones Indian exporters need to know.

1. CPSC: Children’s Products and General Use

• Children’s Product Certificate (CPC) Mandatory for any product designed or intended for children under 12. This includes toys, clothing, accessories, and furniture. Requires third-party testing by a CPSC-approved laboratory.

Key standards to know:

1. ASTM F963: Toy safety standard

2. Lead content limits: 100 ppm in surface coatings, 300 ppm in substrate

3. Phthalate limits for toys and childcare articles

4. Flammability standards for children’s sleepwear

• A General Conformity Certificate (GCC) is required for non-child consumer products. Can be self-certified (no third-party lab required), but you must have a reasonable basis for the claims.

• Flammability Standards apply to textiles, upholstered furniture, mattresses, and carpets. The standard varies by product type (16 CFR Part 1610 for textiles, 16 CFR Part 1633 for mattresses, etc.).

2. FDA: Food, Supplements, Cosmetics & Skincare

• Food Facility Registration: If you’re exporting food or beverages, your manufacturing facility must be registered with the FDA. Registration is free and done online, but it’s mandatory.

• FSMA Compliance (Food Safety Modernisation Act): The FDA’s food safety framework. Requires documented food safety plans, hazard analysis, and preventive controls.

• Dietary Supplements: Structure/Function Claims: If you’re selling Ayurvedic or herbal supplements, you cannot make disease claims (”cures diabetes,” “treats arthritis”). You can make structure/function claims (”supports joint health,” “promotes digestion”), but these must be truthful, substantiated, and accompanied by a specific FDA disclaimer on the label.

• Cosmetics & Skincare The Modernisation of Cosmetics Regulation Act (MoCRA), passed in 2022, significantly tightened FDA oversight of cosmetics.

Key requirements:

1. Facility registration with the FDA

2. Product listing for each SKU

3. Serious adverse event reporting

4. Labelling in English with full ingredient list (INCI names)

5. No prohibited ingredients (full list on FDA website)

3. FCC: Electronics and Wireless Devices

Any product that emits radio frequency (RF) energy needs FCC authorisation before it can be sold in the US. This includes:

• Bluetooth speakers, headphones, earbuds

• Wi-Fi-enabled devices

• Wireless chargers

• Smart home devices

FCC authorisation requires testing by an accredited laboratory and, for most devices, a formal grant of authorisation with an FCC ID. This ID must appear on the product and its packaging.

Budget: $1,500-5,000 for testing and certification per product, depending on complexity.

Timeline: 6-12 weeks

4. UL Certification

UL (Underwriters Laboratories) certification is widely required by US retailers and is effectively mandatory for electrical products sold on Amazon and in physical retail. If your product plugs into a wall, expect retailers and platforms to ask for UL certification.

Budget: $3,000-10,000+, depending on product complexity.

Timeline: 8-16 weeks

Step 3: Get Your Labelling Right

US labelling requirements are specific, and non-compliance at the port of entry can mean your entire shipment is held or returned.

General Labelling Requirements (All Products)

• Country of origin: “Made in India” must appear on the product itself (not just the packaging). This is a CBP requirement.

• English language: All required label information must be in English. Additional languages are fine, but English is mandatory.

• Importer information: Name and address of the US importer of record must appear on the label or packaging.

• Net quantity: Must be stated in both metric and US customary units (e.g., “250g / 8.8 oz”).

Textile and Apparel Labelling (16 CFR Part 303)

• Fibre content by percentage (e.g., “100% Cotton” or “60% Cotton, 40% Polyester”)

• Country of origin

• Care instructions (using standardised ASTM care symbols or written instructions)

• RN number or company name (RN = Registered Number, issued by FTC, free to obtain)

Food Labelling (FDA 21 CFR)

• Nutrition Facts panel (specific format required)

• Ingredient list in descending order by weight

• Allergen declarations (the “Big 9”: milk, eggs, fish, shellfish, tree nuts, peanuts, wheat, soybeans, sesame)

• Net weight

• Name and address of US distributor or importer

Supplement Labelling

• “Supplement Facts” panel (different format from Nutrition Facts)

• Structure/function claims with FDA disclaimer: “This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.”

• Full ingredient list, including other ingredients (fillers, capsule material, etc.)

Cosmetics Labelling (MoCRA + FD&C Act)

• INCI ingredient names in descending order

• Warning statements, wherever required

• Net weight or volume

• Name and address of the responsible person (US-based)

• No drug claims

Step 4: Meet Consumer Expectations in the US Market

Compliance helps you enter the market. Meeting consumer expectations is what keeps you there. US consumers are informed, discerning, and have access to a wide range of options. Here’s what builds trust and drives repeat demand:

1. Credible Certifications (Good-to-have)

Beyond mandatory certifications, certain voluntary certifications dramatically increase consumer confidence and conversion rates on platforms like Amazon:

• USDA Organic: For food, supplements, and some personal care products. Highly valued, commands a 20-40% price premium.

• Fair Trade Certified: Resonates strongly with American values around ethical sourcing. Particularly effective for textiles, coffee, and food.

• B Corp Certification: For brands with a strong sustainability story. Increasingly important for younger consumer segments.

• NSF International: For dietary supplements. The gold standard for quality assurance in the US supplement market.

• OEKO-TEX Standard 100: For textiles. Signals that fabrics are free from harmful substances. Highly valued in baby products and sustainable fashion.

2. US-approved Packaging

Invest in packaging design that’s built for the US market. On Amazon, especially, your main image and packaging design determine whether someone clicks through or scrolls past.

3. Consistent Quality

Build quality control checkpoints into your production process before you export, not after complaints arrive.

A pre-shipment inspection (PSI) by a third-party inspection company like SGS, Bureau Veritas, or Intertek costs $200-400 per inspection and is one of the best investments you can make early in your US export journey.

Step 5: Plan Your Testing and Certification Timeline

Testing and certification are not last-minute tasks—they need to be planned early. In the US, timelines for lab testing, approvals, and documentation can vary significantly depending on your product category.

Typical timelines:

Start your certification process before you finalise your production run. Build at least 3 months of buffer between your certification start date and your intended launch date.

Important Note: Engage a customs broker before your first shipment, not during. Brief them on your product category and ask them to do a compliance review. A licensed US Customs Broker can:

• Classify your product with the correct HTS (Harmonised Tariff Schedule) code

• Advise on applicable duties and compliance requirements

• Handle import documentation on your behalf

• Flag potential issues before your shipment arrives at the port

Cost: $150-300 per shipment for standard brokerage.

Final Thoughts

Product readiness is the foundation of success in the US market. It may not get as much attention as marketing or pricing, but it plays a critical role in whether your business sustains beyond the first year.

The Indian exporters who struggle in the US often have genuinely good products. They stumble because they underestimated what “ready” actually means in this market. So, do the work upfront. It’s the only way to build something in the US that lasts.

Related Articles

Meta Ads remain one of the most important growth channels for D2C brands. From fashion and beauty to wellness and consumer tech, thousands of brands rely on Meta’s advertising ecosystem to acquire customers, build awareness, and scale revenue.

This article explores how D2C brands are using AI to improve Meta Ads performance in 2026, the key areas where AI is creating impact, and the best practices brands can follow to build more efficient and scalable advertising systems.

Meta Ads in 2026: What Actually Changed

For years, D2C brands approached Meta Ads with a relatively straightforward formula: build detailed audience segments, stack interests, test multiple lookalike audiences, and manually optimise campaigns based on performance.

But the Meta advertising ecosystem has changed significantly.

Privacy updates, evolving user behaviour, and increasing competition have reduced the effectiveness of traditional targeting methods. At the same time, Meta’s own platform has become far more dependent on machine learning and automation.

The platform is now designed to reward advertisers who can provide strong creative inputs, clear conversion signals, and sufficient data for the algorithm to learn effectively. In other words, Meta has become algorithm-first. And increasingly, AI is the language through which brands can work with that system more effectively.

The Three Layers of AI in Meta Ads

Broadly, AI impacts Meta Ads across three key layers: creative intelligence, audience targeting, and campaign optimisation.

1. Creative Intelligence

Creative has become the most important performance driver in Meta advertising. As targeting becomes broader and more automated, the algorithm increasingly depends on user engagement with the ad itself.

AI helps brands improve creative workflows by:

• Generating ad copy and hooks

• Creating multiple messaging variations

• Suggesting formats and creative angles

• Analysing patterns in high-performing ads

For example, instead of building one or two ads around a product, brands can now expand a single product into multiple creative directions:

1 product → 20 messaging angles → 100 creative variations

This allows advertisers to continuously feed Meta’s algorithm fresh content while identifying which themes resonate most with audiences. The ability to generate and test creative variations quickly has become one of the biggest advantages AI offers advertisers.

2. Audience Targeting and Algorithm Learning

Meta’s advertising platform has evolved significantly from the days of highly detailed interest targeting and excessive audience segmentation. Today, AI systems analyse behavioural signals in real time to identify users most likely to engage or convert.

Rather than manually trying to define every customer attribute, brands now allow the algorithm to learn from:

• Engagement data

• Conversion events

• Purchase behavior

• User interactions across the platform

3. Optimisation and Scaling

The third layer of AI in Meta Ads involves campaign optimisation and scaling. Meta’s machine learning systems continuously evaluate campaign performance and automatically adjust:

• Budget allocation

• Bid strategies

• Ad delivery

• Placement distribution

One of the most widely used AI-powered budgeting features is Campaign Budget Optimisation (CBO). Instead of assigning fixed budgets manually to individual ad sets, advertisers set a single campaign-level budget, and Meta’s algorithm distributes spend dynamically based on performance. This enables campaigns to optimise dynamically based on real-time performance data.

For example, the algorithm may automatically prioritise:

• A high-performing creative variation

• A specific audience segment

• Placements generating lower acquisition costs

The Creative-AI Feedback Loop

One of the biggest shifts in Meta advertising is that successful campaigns are no longer built around isolated “winning ads.” Instead, high-performing D2C brands are building continuous feedback systems where AI, creative testing, and Meta’s algorithm work together in a loop.

This is what turns advertising from a series of one-time experiments into a scalable growth engine. The process typically works like this:

1. AI Generates Creative Ideas

Instead of spending days brainstorming a few campaign ideas, brands can now create dozens of variations around a single product within hours.

2. Brands Test Creatives at Scale

Once creatives are generated, they are launched into structured testing systems. Rather than searching for a perfect ad immediately, brands focus on:

• Testing multiple concepts simultaneously

• Gathering engagement and conversion signals

• Understanding what messaging patterns resonate most with audiences

3. Meta’s Algorithm Identifies Winners

As campaigns run, Meta’s AI systems analyse:

• Click-through rates

• Watch time

• Engagement behavior

• Conversion patterns

• Purchase signals

The algorithm begins identifying which creatives attract attention, which audiences respond best to, and which ads generate profitable conversions.

4. Brands Double Down on High Performers

Once winning patterns emerge, brands scale the best-performing creatives by:

• Increasing budgets

• Expanding delivery

• Creating more variations around successful angles

• Reusing winning hooks across formats

Instead of starting from scratch repeatedly, brands build on proven performance signals.

5. AI Generates Iterations of Winning Patterns

The process then repeats. AI tools are used not just to generate random ideas, but to create refined iterations based on what is already working.

This creates a continuous learning cycle.

Popular AI Tools Used for Meta Ads

Most D2C brands today use a combination of tools across three key workflows: creative generation, video production, and performance analysis. The goal is usually not to build a complex stack, but to improve testing speed and creative iteration.

Meta itself now includes several AI-powered capabilities inside Ads Manager, such as:

• Advantage+ Shopping Campaigns

• AI-generated text variations

• Automatic creative optimisation

• Dynamic audience expansion

• Automated placements

Future Trends in AI and Meta Advertising

While fundamentals such as positioning, storytelling, and customer understanding will remain important, the execution layer of advertising is becoming increasingly AI-driven.

Here are some of the key trends shaping the future of AI and Meta advertising.

1. Increased Automation in Campaign Management

Features such as Advantage+ campaigns already reduce the need for advertisers to manage multiple campaign variables manually.

In the future, campaign setup itself is expected to become more simplified, with advertisers focusing primarily on:

• Business objectives

• Creative inputs

• Conversion signals

2. Greater Reliance on Creative-Led Performance

As targeting becomes broader and more automated, creative-first marketing is becoming the primary differentiator in Meta advertising.

3. Predictive Analytics Will Become More Advanced

Analytics tools are also evolving beyond traditional reporting dashboards. Future AI-powered systems will increasingly help brands:

• Predict creative fatigue before performance drops

• Forecast campaign outcomes

• Recommend scaling opportunities

• Identify high-performing audience behaviours

• Suggest new creative directions based on historical patterns

Final Thoughts

Ultimately, most D2C brands face the same reality: rising CACs, shorter creative lifecycles, and increasing competition for attention. The difference is that some brands are still trying to manually optimise every campaign, while others are building systems that help them move faster.

Benchmarks like CTR, ROAS, or CPC matter, but they are often the outcome of something deeper- better creatives, faster testing, stronger customer understanding, and smarter use of AI. For D2C brands, the future of Meta Ads isn’t about finding one perfect ad. It’s about building a repeatable engine that creates, tests, learns, and scales, over and over again.

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You’ve heard the pitch before: “The US is the world’s largest consumer market.” “Americans love Indian products.” “The dollar is strong.” All of it is true. None of it is the full picture.

What often goes unsaid is this: most Indian exporters who enter the US don’t fail because their product falls short. They fail because they assume the US is just a scaled-up version of a market they already understand. It isn’t!

For founders who take the time to understand these nuances, the opportunity is enormous. This guide breaks down what the US market really looks like, why it’s worth considering, and whether you’re actually ready to build for it.

The US: Market Landscape

Let’s start with scale, because it’s genuinely staggering.

• $18.7 trillion in total consumer spending annually, the highest of any single country

• $1.1 trillion+ in e-commerce sales (2024), growing at 10-12% year-on-year

• 335 million consumers with a median household income of ~$74,000

• Indian exports to the US crossed $83 billion in FY2024, and that’s just the beginning

But here’s the number that should really get your attention: the US imports over $3 trillion in goods every year. It cannot manufacture everything its consumers want. That gap is your opportunity.

For Indian exporters specifically, the US is already the single largest destination market. Pharmaceuticals, textiles, engineering goods, gems and jewellery, chemicals: India ships all of it. And increasingly, so do D2C brands, artisan producers, and niche manufacturers who’ve figured out how to go direct.

Why the US Over Other Markets?

There’s no shortage of great markets to expand into- the UAE, UK, Germany, Australia, each with clear opportunities. So why do so many founders eventually turn to the US? Here’s why:

1. The Dollar Advantage

At roughly ₹84-85 to the dollar (and historically ranging from ₹70-90), the USD gives Indian exporters a structural cost advantage. A product you manufacture for ₹500 can retail for $15-20 in the US, and that’s a margin profile that simply doesn’t exist in most other markets.

2. A Market That Rewards Differentiation

In the US, consumers don’t just buy products- they buy stories, design, sustainability, and authenticity. And they’re willing to pay for it.

A handwoven textile that might struggle to sell at ₹800 in India can command $40–60 in the US with the right positioning.

3. Access to Large-Scale Demand

Selling in the UK gives you access to ~67 million people. In the US, that number jumps to 300M+. But more importantly, you’re operating within a largely unified ecosystem- one primary language, consolidated platforms like Amazon, Shopify, and Walmart, and a logistics backbone built for scale.

4. Strong Distribution Through Amazon

Amazon US is the world’s most powerful product distribution engine. With over 200 million Prime members and a majority of product searches starting directly on Amazon, it effectively acts as the country’s default shopping platform.

For an Indian exporter, a well-optimised Amazon listing, with the right pricing, reviews, and positioning, can feel like being stocked across every major US city at once.

5. The Indian Diaspora as an Entry Point

The US is home to over 4 million Indian-origin consumers, many of whom are concentrated in affluent urban markets like New York, San Francisco, Chicago, Houston, and New Jersey.

They’re high-spending, culturally aligned, and more likely to trust and try Indian brands early. For many exporters, this audience becomes the initial traction engine.

Top Categories for Indian Exporters

Not every product category translates equally well to global markets. Over time, certain categories have consistently performed better for Indian exporters, driven by factors like cost advantage, craftsmanship, raw material access, and manufacturing scale.

• Handcrafted & Artisan Products Woodwork, pottery, textiles, leather goods, metalwork: anything with genuine craft heritage commands premium pricing and strong differentiation. The “handmade in India” story resonates in the US in a way it doesn’t in many other markets.

• Wellness & Ayurveda The US wellness market is $480 billion and growing. Ayurvedic supplements, herbal skincare, essential oils, and traditional wellness products are in genuine demand. Compliance (FDA registration for supplements, proper labelling) is critical, but the market is wide open for quality Indian brands.

• Home Décor & Furnishings Indian home décor, block prints, brass, cane, and sustainable materials are on-trend in the US right now. The “global living” aesthetic has a permanent place in American homes, and Indian craftsmanship is at the centre of it.

• Apparel & Sustainable Fashion American consumers are actively looking for sustainable alternatives to fast fashion- Indian handloom, natural dyes, organic cotton. Brands like FabIndia and Anokhi have proven the blueprint.

• Speciality Foods Indian spice blends, ready-to-cook kits, snacks, and condiments are finding mainstream shelf space, not just in ethnic grocery stores but in Whole Foods, Trader Joe’s, and Amazon Fresh.

• B2B & Industrial Goods If you’re not consumer-facing, the US is still the world’s largest B2B market. Engineering components, chemicals, textiles for industrial use, pharma intermediates, etc.

Is Your Business Ready for the US?

The US market is not for everyone, and it’s definitely not for the underprepared. Before you commit, ask yourself:

• Can your product meet US standards? We’ll cover certifications and compliance in the next article, but if you haven’t started thinking about CPSC, FDA, or FCC requirements for your category, start now.

• Do you have the cash to wait? Building in the US takes 12-18 months before you see real traction. Inventory, compliance costs, Amazon setup, marketing, returns: the upfront investment is real. If you need cash flow in 90 days, the US is not your first market.

• Can you handle the timezone and communication gap? US buyers, partners, and customers expect responsiveness. 12-hour time differences are manageable with systems, but “we’ll get back to you in 2-3 days” will cost you deals.

• Is your product ready for English-language packaging and marketing? Not translated, truly adapted. American consumers read labels, check ingredients, look for certifications, and notice when packaging looks like it was designed for a different market.

Timing matters. Indian exports to the US are at an all-time high, but so is competition. Chinese sellers are facing pressure from tariffs and shifting geopolitics, and US importers are actively looking for alternatives. India is well-positioned to benefit from this shift, but only if exporters enter the market with the right product, compliance, and positioning.

Over the next 24 months, brands that move early have a real opportunity to establish themselves within their categories.

Product Readiness Checklist for the US Market

Use this checklist to assess your US readiness:

Market Fit

• Identify which US category your product fits into

• Research at least 10 comparable products on Amazon.com

• Confirm there is demand (search volume, existing sales) in your category

• Identify your differentiation from Chinese and domestic US competitors

• Have a point of contact or advisor with US market experience

Financial Readiness

• Estimate a 12-18 month runway for the US market entry

• Understand the USD/INR impact on your margin structure

• Budget for compliance, certifications, and market-entry costs

Product Readiness (Preview)

• Start researching which US regulatory bodies govern your product category

• Confirm your packaging can be adapted for English-language US consumers

• Assess whether your manufacturing can meet US quality and labelling requirements

Final Thoughts

The US market is indifferent to your past wins. It doesn’t care how many countries you’ve exported to or how good your product is in isolation. It rewards one thing: how well you show up- through preparation, positioning, and persistence.

The upside, however, is unique. Get it right, and the benefits compound- visibility, customer loyalty, and brand equity that strengthens over time and becomes hard to displace.

Other markets prepare you. The US tests you. Build accordingly!

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From growing up in Ludhiana in a business family to making it to IIT Delhi, his path hasn’t been straightforward, but that’s exactly what shaped him.

Today, he’s building across two very different spaces- Wobb, an influencer marketing platform used by 800+ brands, and Lickcious, a modern intimacy wellness brand tackling a topic most people still hesitate to talk about. At his core, Ishan is simply someone who likes to build and isn’t afraid to do it where others won’t.

I’ve been around businesses for as long as I can remember. Growing up in Ludhiana, I was constantly exposed to conversations about work, risk, and building something of my own. My father is a businessman, and while I didn’t fully understand the nuances back then, I was always drawn to the idea of creating something from scratch.

What didn’t come naturally to me, however, was academics. In fact, I failed Maths in 9th grade.

And yet, somewhere along the way, I developed this strong, almost stubborn desire to pursue engineering. Not just that- I wanted to do it from one of the best institutions in India. I had heard about IIT, and I remember spending hours just reading about what life there looked like.

It felt like an impossible dream at times. But I had made up my mind. Fast forward a couple of years, and I made it to IIT Delhi. It gave me a sense of belief. A quiet confidence that stayed with me- that if I could overcome something that once felt impossible, I could probably figure out a lot of other things too.

The Early Builder Phase

In my first year of college, I started working on my first venture—Safely Home, a system designed to detect road accidents. It was an early attempt, but it got media attention and gave me a taste of what it feels like to build something that people notice.

That experience changed how I looked at my time in college.

While academics continued in the background, I found myself increasingly drawn to building- experimenting with ideas, testing things out, learning by doing.

Wobb: Opening the Doors to Influencer Marketing

In 2020, I started Wobb.

The idea was simple: influencer marketing was broken. It was messy, manual, and hard to scale. We wanted to simplify it, to make influencer-led growth accessible to everyone. Over time, Wobb grew.

What started as an idea evolved into a platform trusted by over 800 brands, including names like Colorbar, HDFC, and Emami. Working closely with so many D2C brands gave me a front-row seat to consumer behaviour, marketing playbooks, and category gaps.

And that exposure planted the seed for what came next.

The Birth of Lickcious

By late 2024, I found myself increasingly curious about the D2C space, not just as an observer, but as a builder.

I kept asking myself: What if I created a brand from scratch?

But I didn’t want to enter a crowded, obvious category. I wanted to explore something large, under-addressed, and slightly uncomfortable. Something people needed, but weren’t openly talking about.

That’s when I started looking into sexual wellness. In India, it’s a space filled with contradictions. There’s demand, but very little openness. There are problems, but limited solutions. And often, the hesitation to talk about it creates an even bigger gap in the market.

As I went deeper, one thing stood out clearly: While brands were focusing on protection, almost no one was building for intimacy, especially oral intimacy, in a modern, science-backed, and trustworthy way. We spent over a year in research and development, understanding the category, the science, and the consumer mindset. In June 2025, we launched Lickcious.

Normalising the Taboo

With Lickcious, the larger mission goes beyond building a brand. We weren’t building for protection. We were building for connection.

The goal was simple: To help people experience intimacy in a way that feels natural, enjoyable, and closer. To move the conversation away from obligation and toward experience.

What makes it even more ironic is that we come from the land of the Kamasutra, and yet, we hesitate to even acknowledge conversations around intimacy in public. Even within my own journey, there was initial hesitation- within family, within the team. But the more openly we spoke about it, the more normal it became.

Our very own milestone? In less than a year, Lickcious has helped over 50,000 couples improve their intimacy experiences.

The Shark Tank Chapter

In 2025, we applied to Shark Tank India.

We got through the selection process, pitched on the show, and even secured funding from Anupam Mittal.

But things didn’t go exactly as expected. The episode never aired. At the time, it was disappointing. You naturally imagine the visibility and the momentum that comes with it. But over time, I learned to separate the outcome from the experience.

We still walked away with something meaningful. We became one of the first sexual wellness brands to be funded on the show. We gained credibility. And we opened up new avenues to tell our story.

The Reality of Building Alone

Being a founder is often romanticised. But the reality is far more nuanced.

There are days when everything feels aligned, you’re hitting milestones, the energy is high, and the next goal feels within reach. And then there are days when nothing works.

As a solo founder, those lows can feel heavier. There’s no one to share the weight with in that exact moment. You question your decisions. You question your direction. Sometimes, you even question yourself.

But I’ve come to realise something simple. A bad day is just that- A day. It passes.

I once came across a line that stuck with me: “Eat bad days for breakfast.” And in many ways, that’s what building a startup feels like. You show up anyway. Maybe not at your best, but you show up!

One habit that helps me stay grounded is zooming out. I started from zero. And today, I’ve built something that didn’t exist before. That perspective gives you the strength to keep going.

What’s Next?

For Lickcious, the vision is clear. We want to build a brand that not only offers products but also reshapes how people think about intimacy.

More awareness & better experiences.

If Not This, Then What…

If I weren’t building startups, I think I’d be chasing something that feels just as limitless. I’ve always been fascinated by space; The scale of it, the unknown, the idea that there’s so much out there we haven’t even begun to understand.

At Razorpay Rize, Ishan Jindal’s journey feels real in a way many founders will relate to. It’s not a straight line or a perfectly planned story- it’s a series of decisions, experiments, and lessons along the way. From Wobb to Lickcious, he’s built across very different spaces, but what stays constant is his instinct to keep building, even when things feel uncertain.

We’re proud to see Ishan building boldly in spaces that truly matter.

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You’ve done the hard part- your product is ready for Canada. Regulations? Sorted. Packaging? Done. Logistics? Mapped.

Now comes the decision that can make or break your Canadian journey: pricing.

Pricing for Canada isn’t as simple as converting INR to CAD and adding a margin. You’re stepping into a market where a coffee in downtown Toronto can cost CAD 6, tax structures shift from province to province, and customers actively compare prices across borders.

So, what actually works?

The Canadian Pricing Landscape

Canada sits in a unique spot. It’s geographically part of North America, economically strong and developed, but it doesn’t behave exactly like the US market. There’s real purchasing power. Median household income hovers around CAD 70,000, and in cities like Toronto, Vancouver, and Calgary, it’s even higher. Canadians are willing to spend on quality products and premium experiences.

Cross-border comparison is second nature. A significant share of Canadians shop from US platforms like Amazon.com, mentally convert prices, and quickly judge whether the Canadian pricing holds up.

India’s export basket to Canada is diversified, yet heavily concentrated in pharmaceuticals, engineering goods, and textiles. The pricing of these goods is highly sensitive to global commodity fluctuations and the specific tariff regimes applied at the Canadian border.

Understanding Regional Price Variations

Canada isn’t a single, uniform market- it’s a collection of distinct regional markets held together by federal regulations and a common currency.

What works in Toronto might not resonate the same way in Montreal, and pricing that feels right in Vancouver could fall flat in Calgary. Each province comes with its own tax structures, cost of living, consumer expectations, and even cultural nuances. Language, lifestyle, and spending behaviour can shift significantly across regions.

The Major Metro Premium

Toronto, Vancouver, and Montreal account for roughly a third of Canada’s population. These cities have high costs of living, high incomes, and consumer expectations shaped by global exposure.

• Toronto (Greater Toronto Area - 6.4 million people): The country’s financial and business hub. Consumers here are accustomed to premium pricing, especially in downtown core areas. A CAD 200 product that might feel expensive elsewhere can feel reasonable here.

• Vancouver (Metro Vancouver - 2.6 million people): Canada’s gateway to Asia-Pacific, with strong connections to tech, trade, and outdoor lifestyle. Housing costs are astronomical, but discretionary spending remains strong. Sustainability and wellness products command premium pricing. Outdoor and fitness categories perform particularly well.

• Montreal (Greater Montreal - 4.3 million people): Quebec’s economic centre and a distinctly bilingual market. Price sensitivity is slightly higher than in Toronto or Vancouver. Cultural products, fashion, and food categories perform well.

Secondary Cities with Growing Power

• Calgary and Edmonton (Alberta): Energy sector wealth creates spending power, though it fluctuates with oil prices. Lower provincial taxes (no PST) mean your take-home pricing can be more competitive. Conservative buying patterns in some categories, but strong adoption of practical, high-quality products.

• Ottawa-Gatineau (1.4 million people): Government town with stable, professional incomes. The bilingual requirement is highest here. B2B SaaS and professional services find good traction.

• Winnipeg, Halifax, Victoria, Quebec City: Mid-sized markets (200,000-800,000 people) with distinct characteristics. Generally, more price-sensitive than major metros, but loyal customers once you earn their trust.

How To Set Pricing For Canadian Products?

1. Canadian Tax Structure & How It Affects The Pricing

Canadian taxes are complicated, and directly impact how customers perceive your pricing.

Understanding the Tax Structure

• GST (Goods and Services Tax): 5% federal tax, applies everywhere.

• PST (Provincial Sales Tax): Varies by province.

• HST (Harmonised Sales Tax): Combines federal and provincial taxes

• No provincial tax: Alberta (GST only), Northwest Territories, Nunavut, Yukon.

Unlike a centralised VAT, Canada applies a mix of federal and provincial taxes that vary significantly by geography.

Provinces like British Columbia, Manitoba, and Saskatchewan maintain separate Provincial Sales Taxes (PST) that are applied in addition to the 5% federal GST.

The Pricing Display Decision

Should you show prices with or without tax?

• For D2C retail: Most Canadian retailers display prices WITHOUT tax, adding it at checkout. This is standard practice, and consumers expect it. A CAD 99.99 product becomes CAD 112.99 in Ontario (with 13% HST) or CAD 104.99 in Alberta (with 5% GST only).

• For SaaS and B2B: It varies. Some companies show prices excluding tax, others include it. Be consistent across your site, and clearly label which approach you’re using.

Pro tip: For high-consideration purchases (anything over CAD 500), showing the after-tax price upfront can actually increase conversion.

Tax Collection Responsibilities

If your annual revenue in Canada exceeds CAD 30,000, you must register for and collect GST/HST. This isn’t optional.

You’ll need to:

• Collect the appropriate tax rate based on the customer’s province

• Remit taxes to the CRA quarterly or annually (depending on your revenue)

• Keep detailed records for seven years

Most e-commerce platforms (Shopify, WooCommerce) handle tax calculation automatically. For SaaS, services like Stripe Tax or Quaderno can manage this complexity.

2. Bilingual Market & How it Affects Pricing

Canada isn’t just geographically diverse- it’s linguistically distinct. With both English and French as official languages, your pricing strategy has to account for more than just numbers. All information required by the Act, with the exception of the dealer’s name and address, must be shown in both English and French.

In Quebec, the Charter of the French Language sets strict requirements- French must be equally or more prominent across packaging, advertising, and customer-facing materials.

• Website and app localisation: Professional translation costs CAD 0.15-0.30 per word. A 10,000-word website is CAD 1,500-3,000 to translate professionally.

• Customer support: Bilingual support staff command 10-20% higher salaries in markets like Montreal or Ottawa.

• Marketing materials: Every campaign, email, and landing page needs French versions. Double your content creation costs for Quebec-targeted campaigns.

• Packaging and labelling: Bilingual packaging is mandatory. Design costs increase 20-30%, printing costs might increase 10-15% for smaller runs.

That cost needs to be factored directly into your pricing from day one.

3. Competitive Analysis & How it Affects Pricing

You can’t price in isolation- you need to understand what you’re up against.

How Do You Research Your Competitive Set?

How Do You Position Against Competitors?

• Premium pricing (20%+ above competitors): Only works if you have clear differentiation. Better quality, unique features, superior service, or a compelling brand story.

• Parity pricing (±10% of competitors): Compete on non-price factors like brand, customer experience, or specific features your target segment values.

• Value pricing (15-30% below competitors): Viable if your costs are genuinely lower (D2C model vs. retail distribution, Indian production costs, etc.) but dangerous if it signals lower quality.

• Disruptive pricing (50%+ below competitors): Rare and risky. Only works if you’ve genuinely cracked a cost structure others haven’t, and even then, communicates clearly why you’re so much cheaper.

4. Cross-Border Dynamics & How It Affects Pricing

Canadian consumers constantly compare prices with US alternatives, factoring in exchange rates, shipping, and duties. It’s benchmarked against what they could pay across the border, so any premium needs a clear justification.

The Cross-Border Calculation

When a Canadian considers buying from a US retailer, they’re doing mental math:

US price in USD

• Shipping to Canada (CAD 15-40 for most items)

• Currency conversion (typically 1.25-1.35x)

• Duties and taxes (varies by product category, often 5-20%)

• Potential return hassles (international returns are painful)

Example: A USD 100 product from a US retailer becomes roughly CAD 150-180 all-in, plus hassle.

Note: Your Canadian pricing can be 20-30% higher than US alternatives and still be competitive when all factors are considered.

5. Seasonal Cycles & How It Affects the Pricing

Canada’s seasons don’t just affect weather- they shape buying behaviour. Demand, product relevance, and even willingness to pay can shift dramatically across the year, from winter peaks to summer slowdowns.

Your pricing needs to adapt to these cycles, aligning with when demand is highest, competition intensifies, or inventory needs to move.

• Black Friday/Cyber Monday (November): Canadians expect deals. 20-40% off is standard. This is table stakes, not a competitive advantage.

• Boxing Day (December 26): Massive shopping day in Canada. Similar discounts to Black Friday.

• Back to School (August-September): Relevant for education, productivity tools, and certain apparel categories.

• Holiday season (November-December): Gift-appropriate products can command slight premiums, but also face heavy promotional competition.

• Summer (July-August): Outdoor, travel, and lifestyle categories peak. Winter gear goes on clearance.

• Winter (January-March): Winter gear premium pricing early, clearance later. Tax refund season (March-April) drives some spending.

Final Thoughts

Pricing in Canada isn’t plug-and-play. It’s layered, contextual, and constantly compared across provinces, platforms, and even borders. Customers aren’t just looking at your price in isolation; they’re evaluating it against alternatives they can access just as easily.

If your pricing makes sense locally and stands up to cross-border comparisons, you’re in a strong position. If it doesn’t, the market won’t wait to correct you. So, start with a strong hypothesis, but expect it to change as you gather real-world data. Test across regions, refine based on customer behaviour, and stay responsive to competitive shifts.

Related Articles

Before building any product, there are three questions you need to answer: Who are your users, and what do they need? What problem is actually worth solving? And will your solution work in the real world? These questions map directly to user research, discovery, and validation.

In this article, we’ll break down what each stage really means, how they differ, and how to use them together so you spend less time guessing and more time building things that actually matter.

1. User Research

User research is the process of systematically understanding your users, their behaviours, needs, motivations, and pain points, so you can make better product and business decisions. Instead of relying on assumptions or internal opinions, user research grounds your thinking in real-world evidence by observing how people actually think, act, and solve problems in their daily lives.

User research isn’t one method- It’s a combination of approaches depending on what you’re trying to learn.

Example

Template for User Research

Before jumping into user interviews, it helps to have a clear structure for what you want to learn.

One of the simplest ways to do this is by organising your conversations around key themes. The following sections outline some of the most important themes to explore, along with guiding questions that help you dig deeper and uncover meaningful insights.

Tools for User Research

• Maze: Runs AI-moderated interviews, asks follow-up questions, and conducts research across time zones

• Dovetail: Automatically transcribes and organises interviews

• UserBit: Handles noisy audio, overlapping speakers, and converts conversations into structured data

• Google Forms: Quick and free surveys

• Typeform: Better UX, higher completion rates

• SurveyMonkey: Advanced survey logic and analytics

2. Discovery

Discovery is the stage where you decide what is actually worth building, before you invest time and resources into building it. After understanding users and their problems through research, discovery is about narrowing focus- identifying which problem truly matters, which users to prioritise, and what potential solutions could work.

Breaking Down the Discovery Phase

1. Identifying Patterns:

Move beyond individual user conversations to identify trends.

• What problems keep repeating?

• Where do users show strong emotion or frustration?

• What workarounds are common?

2. Prioritising Problems:

Evaluate problems based on:

• Frequency- How often does this occur?

• Intensity- How painful is it?

• Urgency- Do users need this solved now?

• Willingness to pay- Will they spend money to fix it?

3. Defining Your Target User

When you clearly define your target user, you begin to understand the context in which the problem exists: their stage of growth, the tools they already use, when the problem becomes most painful, and what it actually costs them if left unsolved.

4. Exploring Multiple Solutions

This is where you expand your thinking and explore:

• Different approaches to solving the same problem

• Simpler vs more complex solutions

• Manual vs automated workflows

• Short-term fixes vs scalable systems

5. Testing Assumptions Early

Before building fully, you test your thinking. This could include:

• Wireframes or mockups

• Notion workflows or manual solutions

• Conversations around proposed solutions

Example

Template for User Discovery

So, how do you actually put discovery into practice? Start with this.

Tools for Discovery

Here are some of the most useful AI tools across different parts of discovery:

• Condens: Helps tag and organise qualitative research at scale

• HeyMarvin: Extracts patterns and key quotes from user conversations

• QoQo: Turns messy notes into structured insights and generates interview questions

• ChatPRD: Helps define product requirements and refine problem statements

• Notion AI: Useful for synthesising research and drafting problem statements

• Hotjar: Heatmaps and session recordings

• FullStory: Tracks user journeys and friction points

3. Validation

Validation is the stage where you prove whether your solution actually works in the real world by testing if users are willing to commit, not just agree.

The intent is to present your idea to users in a tangible way and observe how they use it. This could include:

• Landing pages with signups

• Waitlists

• Pre-orders or early payments

• MVP usage

• Pilot programs or beta access

Example

Template for Validation

Tools for Validation

• Validator AI: Acts like an AI mentor that evaluates your idea and gives structured feedback

• SaaS Idea Validator: Scores your idea on demand, competition, monetisation, and clarity

• Trickle: Generate landing pages with waitlists, pricing polls, and conversion tracking

• Based Labs AI: Build landing pages and launch experiments without code

• ProtoBoost: Generates interactive prototypes and runs user testing + A/B tests

Final Thoughts

Great founders don’t just build fast- they build the right thing fast. Because speed without direction only gets you to the wrong place quicker. Almost every founder has experienced the frustration of building something that seemed right but didn’t land.

But, you know who gets it right? The ones who slow down just enough to understand their users deeply, make clear decisions on what to focus on, and validate honestly. even when the answers aren’t what they hoped for. Because in the long run, it’s not speed that saves you, it’s building something people actually need.

At Razorpay Rize, we get it- building a startup is tough. That’s why we’re more than just a space for connecting with other founders. We’ve got programs, tools, and services designed to take some of the weight off the shoulders and make the journey just a little bit easier.

Curious about how we support startup founders?

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This in-depth guide helps aspiring founders understand what YC looks for, how to craft a strong application, prepare for the interview, and make the most of the experience.

SECTION 1: The YC Application

Q: What is the single most important thing YC looks for in an application?

A: Founders. The quality, determination, and complementarity of the founding team is consistently the #1 signal YC evaluates. A mediocre idea with exceptional founders will get funded; a great idea with a weak team rarely does. YC invests in people who are relentlessly resourceful and have a deep domain obsession.

Q: How should we describe our idea in the application?

A: Be ruthlessly concise and direct. YC partners read thousands of applications- vague or buzzword-heavy language is a red flag. The best answers follow a simple structure:

• What is the problem? (1 sentence)

• Who has this problem and how acutely? (1 sentence)

• What is your solution, and why is it different? (1-2 sentences)

• What is the current traction or evidence that this works?

Q: Does my startup need traction to get into YC?

A: Not necessarily, but traction is among the strongest signals. Revenue, users, or even compelling pilot commitments are all meaningful. Pre-revenue companies can and do get in, but the bar for founder quality and conviction is higher. If you have traction, lead with it. If you don’t, show evidence that the market pain is real and explain why you are uniquely positioned to solve it.

Q: How important is the video in the YC application?

A: Very important, possibly more than most applicants realise. The video lets partners assess your energy, authenticity, and whether you can communicate clearly and confidently. Keep it to 60 seconds. Both founders should speak. Do not read from a script. Look at the camera. The goal is to make YC want to meet you.

Q: What are common mistakes founders make in the YC application?

A: The most frequent mistakes that kill otherwise strong applications:

• Being vague about the problem, saying ‘we are building a platform for X’ without explaining the specific pain

• Inflating or being dishonest about traction metrics (YC will verify this in interviews)

• Describing a feature, not a company- every successful company has a vision that goes well beyond the initial product

• Poor co-founder dynamics or unexplained solo founder applications

• Underestimating market size or using top-down TAM numbers instead of bottoms-up analysis

• Not explaining why now- what has changed in the market that makes this the right moment?

Q: How many times can we apply to YC?

A: There is no limit. YC explicitly encourages reapplying, and a significant number of funded companies were rejected at least once before getting in. In fact, reapplying shows persistence and self-belief- two traits YC values highly. If you are rejected, use the feedback (if given), improve your metrics, build more traction, and apply again to the very next batch. The YC application opens twice a year, so there is no reason to wait more than 6 months between attempts.

Q: Can I make it to YC as a solo founder?

A: Yes- YC does fund solo founders, though it is harder. YC’s data shows that companies with 2-3 co-founders statistically perform better, and partners will probe solo founders more heavily on how they manage across both technical and business functions. If you are applying solo:

• Be proactive- address the solo founder question head-on in your application rather than waiting to be asked

• Demonstrate that you have a strong support network (advisors, early employees, domain experts) who compensate for the missing co-founder

• Show exceptional individual output- a solo founder who has built and shipped product fast, or who has unique domain depth, raises the bar significantly

• YC may ask: ‘Have you looked for a co-founder?’- have a thoughtful, honest answer ready

Q: Do I need to have a US entity set up before applying?

A: No. You can apply to YC with an entity incorporated anywhere. However, YC strongly recommends, and in practice requires, that you incorporate as a Delaware C-Corp before the batch begins and before you receive investment. Most YC companies from India or other countries set up a US holding company (Delaware C-Corp) with the Indian entity as a subsidiary. YC’s legal team and the YC alumni network make this process well-documented and relatively straightforward. Do not let the incorporation status block you from applying.

Q: Should we apply even if we are very early (pre-product)?

A: Yes. YC has funded many companies at the idea stage. What matters is whether you can convince YC that you understand the problem deeply, that you can execute, and that you will build relentlessly. If you are pre-product, invest extra effort in the founder quality signals: credentials, prior work, and your vision.

Q: How should we think about market size in the application?

A: YC funds companies that can become very large. A convincing market size argument is not a top-down ‘X is a $50B market’- it is a bottoms-up case: how many potential customers exist, what would each pay, and what share can you realistically win in 5 years? Alumni consistently advise: if the market is small, explain how you will expand it or move into adjacent markets.

Q: How specific should we be about the business model?

A: Be direct about how you make money. YC does not expect a polished financial model, but they do expect founders to have thought clearly about monetisation. Even if you plan to iterate, articulate your current hypothesis: subscription, transaction fee, marketplace take rate, enterprise contract, etc. Uncertainty is fine; avoidance is not.

SECTION 2: Preparing for the YC Interview

Q: What is the format of the YC interview?

A: YC interviews are approximately 10 minutes long with 2-3 YC partners. They move extremely fast. Partners will ask rapid-fire questions and interrupt frequently- this is not rudeness, it is a deliberate format to test how founders think under pressure. Do not try to give a full pitch. Answer concisely, then stop and wait for the next question.

Q: What are the most common questions asked in the YC interview?

A: Based on alumni experience, the most frequently asked questions are:

• What does your company do? (You have 30 seconds- nail this)

• How many users/customers / how much revenue do you have?

• What is growing? What is the growth rate?

• Who are your competitors and how are you different?

• Why are you the right team to solve this?

• Why now? What has changed that makes this possible?

• What would make this fail? (Founders who have thought about this score high)

• What do your best users love most?

• How did you get your first customers?

• What is your plan for the next 12 months?

Q: How should we prepare for the YC interview as a team?

A: Mock interviews are non-negotiable. Specifically:

• Do at least 20-30 timed mock interviews with people who will ask hard, sceptical questions

• Practice interruption- your partner should cut you off mid-answer and redirect

• Both founders must be able to answer every question, not just the ‘domain owner’

• Time your 30-second company description until it is memorised but sounds natural

• Get comfortable with silence after your answer- do not over-explain or fill space

• Simulate the exact 10-minute format; stopping at 10 minutes is critical

Q: How should we answer questions when we do not know the answer?

A: Be honest, not evasive. YC partners value intellectual honesty extremely highly. If you do not know a metric, say, ‘I don’t know that exact number, but here is what I do know.’ If you have not figured something out yet, say, ‘We have not cracked this yet- here is what we have tried and what we think the answer is.’ Admitting uncertainty and showing clear thinking is far better than bluffing.

Q: How should we handle disagreement between co-founders during the interview?

A: Disagreement handled well is actually a positive signal; it shows you are both engaged and think independently. If you disagree, briefly acknowledge it (’We have different views on this’), give your perspective, and move on. Do not argue or defer awkwardly. YC wants to see that you have a healthy working relationship.

Q: How do we come across as confident without seeming arrogant?

A: Confidence comes from depth of knowledge, not from bravado. The founders who impress YC most are those who know their numbers, their users, and their problem cold, and who can articulate uncertainty clearly. Arrogance shows up as dismissing competition, overstating traction, or becoming defensive. Stay grounded, specific, and curious.

Q: What should we do in the last 2 minutes of the interview?

A: Use any opportunity to show momentum. If you have just signed a new customer, raised a small round, or hit a significant milestone this week, find a natural moment to mention it. Close with clarity, not desperation- do not beg. If they give you time, ask a thoughtful question about what they see in companies like yours.

SECTION 3: What YC Really Looks For

Q: How does YC evaluate co-founder relationships?

A: YC looks for co-founders who have a history together- built something, worked together, or known each other deeply. They assess whether you communicate well under stress, whether skills are genuinely complementary (not two business people or two engineers), and whether both founders are equally committed. A co-founder who joined 3 weeks ago is a red flag; a decade-long friendship with a shared project is a green flag.

Q: What does ‘relentlessly resourceful’ mean in practice?

A: This phrase from Paul Graham describes founders who figure it out no matter what. In practice, it means: getting your first 10 customers without a product by doing it manually, travelling to where your users are to understand them, building something in a weekend to validate an assumption, or pivoting quickly when the data says you are wrong. YC looks for evidence of this trait in your history and in how you describe solving past problems.

Q: How much does the idea matter versus the team?

A: Alumni are consistent: the team matters more, but the idea cannot be irrelevant. YC has a saying: ‘We fund people, not ideas”, but only when those people are working on something with a credible path to being big and valuable. The idea matters for its market size, timing, and the founders’ ‘right to win’ (their unique insight or unfair advantage in solving this problem).

Q: What does YC mean by ‘making something people want’?

A: It means your product solves a real, felt pain- not a problem you invented or one people tolerate but do not actively seek a solution to. The best signal is users who would be genuinely disappointed if your product disappeared. YC frequently asks variants of ‘What would your users do if you shut down tomorrow?’ and ‘How did your users solve this problem before you?’

Q: Does YC have a preference for B2B vs B2C?

A: YC funds both extensively. B2B applications tend to have clearer revenue signals, which can make them easier to evaluate. B2C applications succeed when there is genuine viral growth or a massive addressable market with high retention. YC does not favour one- they favour whichever model the founders have the strongest evidence for.

Q: How does YC view India-based startups?

A: YC has become significantly more global and has funded many Indian companies across fintech, SaaS, B2B, and consumer. The key differences YC looks for in Indian companies vs. US companies are similar: clear market size, evidence of user love, and founder quality. The advantage for India-based companies is that many build for large local markets where YC has limited existing coverage- this can be a strong ‘right to win’ argument.

Q: How important is it to be based in the US or move to the US?

A: YC has relaxed this requirement significantly, especially post-COVID. Many companies now complete the batch remotely or partially. That said, YC still recommends being in the US during the 3-month batch because the density of network, investor access, and company-building support is highest there. This is worth planning for.

SECTION 4: Traction, Metrics & Growth

Q: What metrics does YC care about most?

A: YC consistently focuses on:

• Revenue (MRR/ARR): the most objective signal of value creation

• Growth rate: week-over-week or month-over-month, not absolute numbers

• Retention: Do users come back? For SaaS, monthly churn; for consumer, D1/D7/D30

• Customer acquisition cost vs. lifetime value (CAC: LTV ratio)

• Net Promoter Score or equivalent qualitative user love signal

• Time to first value: how quickly do new users experience your core benefit?

Q: What is considered good growth for a YC applicant?

A: YC’s internal benchmark is roughly 10% week-over-week growth for early-stage companies as the ‘ramen profitable’ target. However, this is a benchmark, not a cutoff. A company growing 20-30% month-over-month with very high retention and clear product-market fit can be more compelling than one growing 10% WoW with high churn. Show the trend, not just the current number.

Q: We are pre-revenue. What traction can we show?

A: Pre-revenue signals that carry weight with YC:

• LOIs or pilot commitments from named potential customers

• Waitlist signups with evidence of organic demand (no paid ads)

• Deep user interviews showing acute, validated pain

• A working prototype with early beta user engagement data

• Domain expertise that creates a clear ‘right to win’ narrative

• A previous startup or product, even if it failed, execution history matters

Q: How do we talk about our competition honestly without underselling ourselves?

A: The best framework: acknowledge what the competition does well, then explain your specific differentiation with evidence. Saying ‘there is no competition’ is an instant red flag; it signals either a small market or poor research. Saying ‘our competitors have X limitation, which is why our users switch to us’ with real user quotes or data is compelling.

Q: Should we focus on unit economics at the YC application stage?

A: You should understand them, even if you have not fully optimised them. YC does not expect early-stage companies to have perfect unit economics, but founders who do not understand their CAC, payback period, or gross margin send a concerning signal. Know your numbers, even rough estimates, and have a clear thesis for how economics improve at scale.

SECTION 5: Life at YC- What to Expect?

Q: What happens during the YC batch?

A: YC is an intensive 3-month program that includes:

• Weekly Tuesday dinners with talks from successful founders and operators

• Office hours with your dedicated YC partner (typically weekly or biweekly)

• Group Office Hours (GOH) with YC partners and other founders

• Demo Day preparation in the final 2-3 weeks

• Access to the YC community of 10,000+ alumni globally

• YC Deals- Discounts on tools (AWS, Stripe, Notion, etc.) worth $500K+

Q: What is the YC partner relationship like?

A: YC assigns 2-3 partners to each company. Partners are former founders themselves and take a coaching rather than a directive approach. The most value comes from being completely honest with your partner- sharing problems, failures, and uncertainties openly. The worst approach is to manage upward and only share good news. YC partners cannot help you with what they do not know.

Q: How much equity does YC take, and what do we receive?

A: YC’s standard deal is $500,000 for 7% equity (as of recent batches). This is non-negotiable. YC does not typically negotiate valuation. The value of the deal comes not from the investment terms but from the network, the brand signal (which affects your ability to raise follow-on capital), and the quality of advice and peer community.

Q: What is Demo Day, and how important is it?

A: Demo Day is a 2-minute presentation to hundreds of investors at the end of the batch. It typically catalyses significant fundraising for most companies. The preparation for Demo Day- distilling your company to its most compelling narrative in 2 minutes- is independently valuable. However, alumni advise against optimising the entire batch for Demo Day. Build the company; Demo Day follows.

SECTION 6: Advice from YC Alumni

Q: What do most YC alumni say they wish they had done differently before YC?

A: The most common regrets shared by alumni in prep sessions:

• Talking to more users earlier- Most founders overbuild and undervalidate

• Applying to YC earlier- Many waited for a ‘perfect’ application and lost a batch

• Hiring people who do not have the startup DNA can slow everything down

• Being more transparent with their YC partner about problems

• Prioritising visibility over building- too much press, not enough product and growth.

Q: How do alumni describe the most valuable part of YC?

A: Almost universally: the network. Specifically, access to other founders going through the same challenges in real time, and the YC alumni Slack and forums, where you can get expert help on any operational question within hours. The peer accountability (’Are you growing as fast as these other companies?’) is also frequently cited as a powerful forcing function.

Q: What is the one piece of advice alumni give to founders applying for the first time?

A: Most distil it to: ‘Apply now, not when you’re ready.’ YC is not looking for a finished product or a proven business- they are looking for extraordinary founders working on real problems. Every batch that passes without applying is a missed opportunity for the community, the network, and the forcing function of the program.

Q: How should we think about pivoting during or after YC?

A: Pivots are extremely common at YC. Many of the most successful YC companies pivoted during the batch (Airbnb pivoted their model, YouTube pivoted from dating, Twitch pivoted from Justin.tv). YC encourages pivots when the data clearly shows the current direction is not working. The key is to pivot based on user feedback and data, not based on investor feedback or because growth is temporarily slow.

Q: What role do mental health and founder wellbeing play at YC?

A: This has become an explicit priority at YC. Alumni consistently note that the batch is extremely intense and that founders who do not invest in their own well-being (sleep, exercise, relationships) make worse decisions. YC now includes programming around founder mental health, and partners actively encourage founders to build sustainable working rhythms, not because it is soft, but because burned-out founders make bad companies.

Q: How do we stand out from the thousands of YC applicants?

A: Alumni offer a consistent framework for standing out:

• Have a strong, memorable ‘why us’- your unique insight into this problem that nobody else has

• Show evidence of doing things that do not scale- manually serving users, building relationships with no shortcuts

• Demonstrate co-founder chemistry that is visible even in a 60-second video

• Have at least one impressive data point, even one paying customer, one exceptional retention number, or one compelling user quote

• Write like a human, not a pitch deck- clear, direct language beats jargon every time

SECTION 7: Quick Reference- Do’s and Don’ts

SECTION 8: Key Resources for YC Aspirants

The following resources are most frequently recommended by YC alumni in prep sessions:

1. YC Application Reviewer: Refine your application on an AI tool trained on 1000+ YC application reviews and Alumni insights

2. Startup School (YC): Free curriculum covering all stages of company building, from idea to scale

3. Hacker News (news.ycombinator.com): A community where YC founders share learnings; key essays are linked frequently

4. Paul Graham Essays: Foundational essays on founder mindset, traction, and building companies

5. YC Top Companies List: Studying successful YC companies reveals patterns in idea, traction, and team

6. Kevin Hale’s Application Review video: Former YC partner walks through how applications are evaluated

7. Dalton + Michael YC YouTube: Extremely practical, direct advice on applying and company building

Hey Everyone! ✨

The end of the financial year often brings reflection.

What worked? What didn’t? What’s next?

At Rize, March was a sprint to the finish line, with launches, milestones, and last pushes before the reset. Here’s a look at what we built, launched, and celebrated- together.

MILESTONE MOMENTS 👑

First things first, let’s celebrate some victories! We've witnessed some jaw-dropping milestones within our community, and we can’t wait to share them with you.

Celebrating…

A big congratulations to these founders! Each step forward is a victory on the path to success. So, keep pushing and growing!

ARTICLES OF THE MONTH 📜

Missed our articles last month? Check the top ones that fuelled our Founders!

✍️ How to Show Traction: B2B vs D2C vs AI Startups? (Fundraising)

✍️ Best Platforms and Marketplaces for Selling Online in Canada (Cross-border)

✍️ A Guide to High-Converting Landing Pages & Catalogues (AI for D2C Brands) (D2C/ eCommerce)

✍️ Startup Sahayak: How Your Idea Becomes a Roadmap in 120 Seconds? (Startup Ideation)

Discover more such insightful reads in the Vault! The collection is growing every day.

Vault by Razorpay Rize

Thoughts from a thriving community of founders and entrepreneurs to fuel innovation, learn from each other's journeys, and Rize together.

STORIES FROM RIZE-PRENEURS 📎

This month, we spotlighted Sheetal Goel, founder of Cupik Design- a brand that started with something as simple as a mother trying to solve a problem for her child. What began as personalised labels for her daughter quickly turned into one of India’s most loved stationery and gifting brands, built on creativity, emotion, and deep customer connection.

KEY HIGHLIGHTS THIS MONTH💡

New initiatives, exciting launches, and everything you need to stay ahead.

✨Rize at Razorpay FTX ‘26✨

FTX 26 set the stage for some of the most forward-looking conversations in fintech and AI, with agentic AI emerging as a key theme shaping what’s next.

But beyond the panels and predictions, what truly stood out was the energy on the ground. The Rize booth became a meeting point- where founders paused, connected, and leaned into honest, unfiltered conversations.

✨ Startup Sahayak- Launch✨

We also launched Startup Sahayak. Built to support founders at the very start of their journey, it brings together clear market insights, a deep understanding of the competitive landscape, and the structured guidance that helps you move from idea to execution.

Explore now

✨ Rize D2C+ City Circle: Bengaluru✨

30+ founders. One breakfast table.

That’s what our Rize D2C+ City Circle in Bangalore looked like last month, where founders came together to share what’s really happening behind the scenes. From growth challenges to scaling insights, the discussions were honest, unfiltered, and deeply relevant.

A quick note before we wrap up: Rize for YC is now live!

If you’re applying to Y Combinator Summer 2026, we’ve built the AI YC Reviewer, powered by insights from YC alums and 1000+ YC applications. This tool helps you pressure-test your application and apply it with more confidence.

Get Review Now

MEET OUR NEWEST FOUNDERS: ONBOARDING EDITION 👥

Say hello to the latest group of founders joining the Rize Communities! They're full of bold ideas and big dreams, ready to take the startup world by storm.

Dive into Vault today & unlock a world of possibilities. 

Subscribe now

There’s a moment every founder reaches, and it’s not the one people usually talk about. It comes right after the excitement of a new idea- after you’ve imagined the product, maybe shared it with a few friends, and spent hours going down research rabbit holes.

Then you sit down, ready to begin, and a simple question shows up: What do I actually do next?

Startup Sahayak was built to solve this gap. In about 120 seconds, it generates a personalised startup roadmap based on your idea, industry, and experience. It dives into market sentiment, competitive landscape, compliance requirements, and even maps relevant government schemes and grants you could be eligible for.

But what makes this possible isn’t just AI- it’s the system behind it!

To understand the thinking behind Startup Sahayak, we sat down for a candid conversation with Hemlata Saraf, the Product Manager at Razorpay, who helped build it.

What sparked the idea for Startup Sahayak?

Honestly, it started with a pattern we kept seeing. Founders would come in with really solid ideas, but the moment you asked, “What’s your next step?”- they’d pause. Not because they weren’t serious, but because they didn’t know where to begin. There was so much information out there, but nothing that translated their idea into a clear path. That gap is what we wanted to solve.

Who do you think benefits the most from Startup Sahayak?

I think first-time founders benefit the most- especially those without access to mentors or strong networks. This includes people in Tier 2 and Tier 3 cities, students, or anyone exploring ideas alongside their jobs.

That’s really who we built this for- people who just need a clear starting point to get going.

Why was the experience designed around just eight questions?

We were very intentional about that. If you make it long or complicated, people drop off. Early-stage founders are already overwhelmed- they don’t want to fill out a form that feels like work. So the challenge was: how do we ask the right questions, not more questions? Each one is there because it actually changes the direction of the roadmap.

Can you walk us through how Startup Sahayak actually works under the hood?

The simplest way to think about it is- it’s not one AI doing everything. It’s multiple systems working together.

The moment you submit your inputs, different “skills” kick in at the same time. One part of the system looks at your idea and scans across 150+ sources to understand the market, competition, and demand. Another part focuses on government schemes- it pulls data from official sources, stores it, and then matches your idea with grants you might be eligible for.

All of this runs in parallel, which is why we’re able to give something that feels detailed but still comes in quickly. What you see as one output is actually multiple layers working behind the scenes.

How is this different from simply using AI tools directly?

Most AI tools are great, but only if you know what to ask. That’s the catch!

A lot of founders don’t have perfectly framed questions. They just have an idea. So instead of expecting them to figure out prompts, we structured the entire experience. You answer a few questions, and the system does the thinking for you- connecting everything into a roadmap instead of giving scattered answers.

What was the hardest part of building this?

Surprisingly, not the tech!

We had access to a lot of information- market data, founder journeys, compliance steps, and government schemes. The real challenge was: how do we show all of this without overwhelming the user?

Because at that stage, founders don’t need everything. So we spent a lot of time figuring out what to include, what to leave out, and how to make the output feel simple but still useful.

If you were starting a company today, how would you use Startup Sahayak?

I actually did try this myself. I had this idea for a certified nanny service for urban families- it felt like a real problem, and something that didn’t exist widely. But when I ran it through Startup Sahayak, it immediately showed me that a similar company was already operating in Bangalore. That was a bit of a reality check.

It saved me time. It made me think differently- what’s the gap here, how would I position this, is this still worth pursuing?

That’s how I see founders using it. Not to blindly validate their idea, but to see it clearly before going all in.

What’s next for Startup Sahayak?

Right now, we still ask users a few structured questions. But the goal is to make this even simpler. Ideally, you should be able to just describe your idea, and the system figures out the rest- asks what’s needed, builds the roadmap, maybe even suggests your target customers.

We also want to expand beyond government programs, bring in accelerators, ecosystem support, and more context.

Building a startup will always involve uncertainty. There’s no tool that can remove that completely, and maybe it shouldn’t. But figuring out your next step shouldn’t be the hardest part.

Sometimes, all you need is a little direction. A starting point that makes sense for you- If you’re sitting on an idea, check out Startup Sahayak and start building!

Explore now

At Razorpay Rize, we get it- building a startup is tough. That’s why we’re more than just a space for connecting with other founders. We’ve got programs, tools, and services designed to take some of the weight off the shoulders and make the journey just a little bit easier.

Dive into Vault today & unlock a world of possibilities. 

Subscribe now

In collaboration with Gourav Kondadadi

The guide for building high-converting D2C websites is evolving rapidly, and at the centre of this shift are creators like Gourav Kondadadi. Gourav is the founder of MinionArts, an AI-powered creator suite and OTT platform focused on bringing untold folklore, cultural narratives, and human stories to a global audience.

With 7+ years of experience at the intersection of data, AI, and marketing, spanning analytics infrastructure, AI product launches, and digital growth, he brings a unique blend of precision and creativity to how modern content systems are built.

What once required designers, photographers, copywriters, and weeks of iteration can now be executed in days, sometimes hours, using AI. This guide breaks down how to actually use AI as a system- not just a tool- to build website and catalogue pages that convert.

The Core Challenges in D2C Content Creation

Despite all the hype around AI, most D2C brands experimenting with it run into the same set of challenges.

1. Inconsistent Product Representation

On the surface, A outputs can look impressive- clean visuals, polished copy, and quick turnaround times. But when you look closer, cracks start to appear. Product images may slightly distort textures, shift colours, or misrepresent packaging details.

If what customers see doesn’t match what they receive, conversions drop and returns increase.

2. Scaling Without Breaking the System

Scale introduces another layer of complexity. Creating content for a few products is relatively straightforward, but as your catalogue expands to hundreds or thousands of SKUs, the effort multiplies exponentially.

Each product needs multiple variations- different backgrounds, formats for ads, platform-specific creatives, and seasonal adaptations. Without a structured system in place, teams quickly find themselves overwhelmed, juggling multiple tools and inconsistent outputs.

3. Prompt Fatigue

While prompting is positioned as a simple input task, in reality, writing detailed and accurate prompts repeatedly is both time-consuming and mentally exhausting.

Over time, inconsistencies creep in, different team members write prompts differently, details get missed, and output quality becomes uneven. Instead of accelerating workflows, AI starts creating additional layers of correction and rework.

This is why simply adopting AI tools isn’t enough. Without structure, systems, and consistency, AI can end up adding complexity instead of solving it.

The AI Tool Stack: What Each Tool Actually Does

To build a high-converting website and catalogue, you don’t rely on a single tool- you orchestrate a system. Here’s a breakdown of the tools mentioned and where they fit:

Copy & Prompting

• ChatGPT
  A powerful language model used for generating product descriptions, ad copy, and most importantly, well-structured prompts. It acts as the “thinking layer” of your workflow, helping translate business inputs into AI-ready instructions.

Image Generation

• Google Gemini
  A multimodal AI model capable of generating high-quality product visuals when guided with structured prompts. Particularly useful for creating catalogue images and lifestyle shots.

• Google Flow
  A workflow interface that complements Gemini, helping streamline the process of generating and iterating on visual outputs.

Design & Creative Production

• Canva (Magic Studio)
  A design platform enhanced with AI features like:

  • Magic Write (AI copy generation)

  • Dream Lab (visual ideation)

  • Batch Mode (bulk creative generation)

  • Brand Kit AI (ensures consistent fonts, colours, and styles)
    Best suited for turning raw AI outputs into polished, brand-aligned creatives at scale.

Performance Marketing & Optimisation

• Meta AI
  A suite of AI tools within Meta’s ad ecosystem that helps:

  • Automatically generate ad variations

  • Optimise campaigns using Advantage+

  • Convert images into video formats

  • Continuously test and improve performance using the Andromeda engine
    Ideal for scaling creatives and identifying what actually converts.

Realism & UGC Content

• Kling
  An AI tool known for generating highly realistic video content, often used for product storytelling and short-form videos.

• Krea
  Focuses on real-time image and video generation, with a strong emphasis on realism and aesthetic control, making it useful for creating UGC-style creatives that feel organic.

Supporting Creative & Asset Tools

• Freepik
  A resource platform for design assets like vectors, backgrounds, and mockups that can enhance AI-generated creatives.

• Seedream
  A visual generation tool used for creating stylised or conceptual imagery to support branding and storytelling.

AI-Native Creation Platforms

• MinionArts
  A next-gen AI platform designed for creators and marketers to produce and distribute micro-dramas and storytelling content. It has an entire automation suite that helps generate full marketing campaigns and catalogue media assets from product inputs, automatically creating multiple creatives, formats and variations.

Campaign Automation Tools

• Flora
  Helps generate full marketing campaigns from a single product input, automatically creating multiple creatives, formats, and variations by building automation workflows.

• Pomelli
  Focused on turning product images into ready-to-launch campaign sets, reducing the manual effort involved in creative production.

The Prompting Framework Every D2C Team Needs

At the heart of every successful AI workflow is not the tool, but the prompt. Most D2C teams treat prompting as a one-off task- something you quickly write to get an output. But in reality, prompting is a system design problem. The quality, consistency, and scalability of your content depend on the structure of your inputs.

A simple prompting framework typically includes:

• Product details (type, material, dimensions)

• Visual attributes (colour codes, texture, finish)

• Environment (background, lighting, setting)

• Style direction (premium, minimal, lifestyle, UGC)

• Constraints (negative prompts and exclusions)

Here are the key frameworks you should be using:

1. Attribute-Based Framework (Best for Product Accuracy)

This is the most fundamental framework, where prompts are broken down into clear product attributes. Instead of describing the product loosely, you define it using structured inputs.

This works especially well for catalogue images where accuracy is important, such as fashion, jewellery, or packaging-heavy products.

2. Reference-Based Framework (Best for Visual Accuracy)

Instead of relying only on text, this framework uses reference images or mood boards to guide AI outputs.

This is particularly useful when:

• You want to replicate a certain style

• You need high fidelity to real product visuals

• You’re maintaining consistency across campaigns

3. JSON / Structured Prompting Framework (Best for Scale)

This is an extension of attribute-based prompting, but formatted in a structured way (like JSON). It’s ideal for teams working with large catalogues and multiple SKUs.

Instead of rewriting prompts, you create a repeatable template where only values change.

6. Variation Framework (Best for A/B Testing)

This framework is designed for performance marketing, where the goal is not just to create a single asset but to produce multiple variations.

It helps generate:

• Different backgrounds

• Multiple hooks

• Format variations (image, video, carousel)

7. Pipeline / Node-Based Framework (Best for End-to-End Systems)

This is the most advanced framework, where prompts are not standalone—they are part of a connected workflow.

Each stage feeds into the next:

• Input → Analysis → Prompt generation → Output → Optimisation

How to Choose the Right Framework?

In practice, you won’t use just one framework- you’ll combine them:

• Use Attribute + JSON frameworks for catalogue creation

• Layer Style + Reference frameworks for branding

• Add Negative prompting for quality control

• Use Variation frameworks for performance marketing

• Connect everything through a pipeline system

Building a Scalable AI Pipeline

A scalable AI pipeline connects every stage of content creation, starting from product inputs (images and attributes), moving into analysis where models structure and refine details, followed by generation of visuals, design of branded assets, and finally testing and optimisation.

Final Thoughts

Right now, it might feel like everyone is “using AI”- generating images, writing copy, testing tools. But if you look closely, most D2C brands are still stuck in the same loop: create, fix, redo.

The real shift isn’t about using more tools like ChatGPT or Google Gemini. It’s about stepping back and asking- is this actually making my life easier, or just adding another layer of work? Because the brands that are winning are the ones quietly building systems, where one input turns into multiple outputs, where creatives don’t need to be reinvented every time.

AI doesn’t replace the founder instinct- the understanding of your customer, your brand, your story. It just removes the friction between idea and execution. Tools like Canva or Meta AI help you get there faster.

So if there’s one takeaway from all of this, it’s simple: Don’t try to “use AI better.” Start building a setup where things happen without you having to think about them every time.

Because once that clicks, you’re no longer just running a brand- you’re running a machine that grows with you!

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