Zero To Scale: A Playbook To Build Consumer Brands In India

As our internet ecosystem has matured and logistics capabilities deepened, it has become easier to launch brands, but much harder to scale them due to the intense competition. More and more brands are vanishing on the second page of Amazon results, and very few manage to crack offline distribution. Most brands struggle to grow beyond a threshold.In Zero To Scale, Arindam Paul has meticulously documented all his learnings across every function brand operators need to master — product, distribution, acquisition, brand building, organization, and more. It’s a rare, original playbook drawn from the hard-won experience of scaling Atomberg from a pre-revenue upstart to over 1000 Cr in annual revenue. For anyone building a brand in India or pursuing a career in sales and marketing, this book offers practical, actionable insights you can’t afford to miss.Advance Praise: “If you want to build consumer brands in India, this is your new playbook.” — Harsh Mariwala (Founder & Chairman, Marico) “I’ve learned so much from Arindam’s insights which are always concise, relevant, real, and fact based. A must read!” — Namita Thapar (Executive Director, Emcure Pharmaceuticals) “This isn’t just a book about marketing, it is a playbook on actually winning in an age where it’s easier to fake that you’re winning.” — Tanmay Bhat (Comedian, YouTuber, Scriptwriter) "Leaders who can balance strategy and execution are rare and ones who can articulate the same like Arindam are unicorns.” — Varun Alagh, Co-founder, Honasa Consumer (parent of Mamaearth) “A must read for all sales and marketing professionals navigating challenges of an omnichannel world.” — Abhay Pandey (General Partner, A91 Partners) “Arindam shares with us the frameworks, mental models and thought process that can enable more Indian companies to emulate Atomberg’s success.” — Prof. Rishikesha Krishnan (Director, IIM Bangalore) About the author: Arindam Paul is the Chief Business Officer of Atomberg, one of India's largest and fastest growing digital-first consumer brands. As a part of the founding team, he has led the growth from Atomberg’s pre-revenue days to over a thousand crores annually in FY25 — one of the very few Indian new-age brands to have achieved this feat.Arindam is a graduate of IIM Indore and NIT Surat. He regularly shares his learnings about building brands in India on LinkedIn, X, and through his newsletters, with a collective online following of over 150,000 people. Read more