Zero to Scale
- April 14, 2026
In sport, when momentum is against you, the smartest move isn’t to try everything. It’s to go back to basics and persist until things turn around. In a dynamic business landscape where growth levers keep changing, one thing remains constant : the need for a clear roadmap for leading a business in modern India.
Zero to Scale by Arindam Paul does exactly that.
It’s an incredible read to understand the basics of building and scaling a brand.
What makes this book effective is its strong Indian context, supported by relevant examples and case studies.Though it talks about all aspects of building a brand with various interesting analogies, the three biggest takeaways for me are:
– How PMF for India should be PPCMF (Product-Price-Channel-Market-Fit)
– How we should not force consumers to change the channel
– Why to treat brand content as editorial pieces and not link them to revenue metrics
It’s a modern-day Philip Kotler with an ability to make you visualize actual business scenarios, even if you are not an entrepreneur or marketer.
One of the most fulfilling aspects of my role as a Business Head is to meet marketers across diverse industries and geographies and understand their marketing objectives. As a media broadcaster, our aim is to become a strategic partner in shaping and delivering impactful communication solutions.
To deliver on that aim, it’s imperative that there should be a meaningful conversations aligned with what the brand is trying to achieve.
This book for me will add immense value to all those conversations, translating into a more effective communication strategy.
A must read to understand the intricate journey of building a consumer brand in India.
