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Medial • 3m
𝗜𝗻 𝗜𝗻𝗱𝗶𝗮, 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗕𝗲𝗮𝘁𝘀 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 — 𝗘𝘃𝗲𝗿𝘆 𝗦𝗶𝗻𝗴𝗹𝗲 𝗧𝗶𝗺𝗲. 𝐇𝐚𝐫𝐝 𝐓𝐫𝐮𝐭𝐡 𝐌𝐨𝐬𝐭 𝐅𝐨𝐮𝐧𝐝𝐞𝐫𝐬 𝐃𝐨𝐧’𝐭 𝐑𝐞𝐚𝐥𝐢𝐳𝐞: → In the US = Best Product Wins. → In India = Best Distribution Wins. Why? Because India doesn’t 𝐬𝐞𝐚𝐫𝐜𝐡 for new things. India 𝐬𝐡𝐚𝐫𝐞𝐬 new things. This one insight changes everything. 𝗟𝗲𝘁 𝗺𝗲 𝗲𝘅𝗽𝗹𝗮𝗶𝗻 𝗶𝗻 𝟭𝟬 𝘀𝗲𝗰𝗼𝗻𝗱𝘀: → US Consumer = “Let me Google the best product.” → Indian Consumer = “Let me ask my friend / see on WhatsApp.” Result? The best product loses… The most shareable product wins. 𝟯 𝗖𝗮𝘀𝗲 𝗦𝘁𝘂𝗱𝗶𝗲𝘀 𝗧𝗵𝗮𝘁 𝗣𝗿𝗼𝘃𝗲 𝗧𝗵𝗶𝘀 𝗚𝗮𝗺𝗲: 𝟏. 𝐌𝐞𝐞𝐬𝐡𝐨 — 𝐃𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐭𝐡𝐫𝐨𝐮𝐠𝐡 𝐖𝐡𝐚𝐭𝐬𝐀𝐩𝐩 → No ads. No influencers. Meesho turned users into sellers. → Share product link on WhatsApp → Earn margin → Repeat. It grew like crazy in Tier 2 & Tier 3 India. Lesson? People trust 𝐩𝐞𝐨𝐩𝐥𝐞 more than brands. 𝟐. 𝐒𝐡𝐨𝐩𝐬𝐲 𝐛𝐲 𝐅𝐥𝐢𝐩𝐤𝐚𝐫𝐭 — 𝐂𝐨𝐩𝐲-𝐏𝐚𝐬𝐭𝐞 𝐆𝐫𝐨𝐰𝐭𝐡 Flipkart saw Meesho’s magic. They created Shopsy — built 100% for sharing on WhatsApp. → Cheapest products → Easy sharing → Commission for users Lesson? Even Flipkart knew… Distribution is everything. 𝟑. 𝐒𝐡𝐚𝐫𝐞𝐂𝐡𝐚𝐭 — 𝐃𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐭𝐡𝐫𝐨𝐮𝐠𝐡 𝐋𝐚𝐧𝐠𝐮𝐚𝐠𝐞 Early social media in India = English only. But deep India speaks: → Hindi → Tamil → Bengali → Marathi... ShareChat gave them content in their language. Result? Mass adoption. Trust. Loyalty. Lesson? Speak their language. Win their hearts. 𝗧𝗵𝗲 𝗖𝗼𝗿𝗲 𝗜𝗻𝘀𝗶𝗴𝗵𝘁 𝗳𝗼𝗿 𝗙𝗼𝘂𝗻𝗱𝗲𝗿𝘀: In India, Products don’t go viral. People do. Your product needs to travel like gossip. → Easy to share → Easy to explain → Easy to trust That's Distribution. 𝗛𝗼𝘄 𝘁𝗼 𝗕𝘂𝗶𝗹𝗱 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻-𝗙𝗶𝗿𝘀𝘁 𝗣𝗿𝗼𝗱𝘂𝗰𝘁𝘀 𝗶𝗻 𝗜𝗻𝗱𝗶𝗮: 1. Make it share-friendly (WhatsApp, reels, screenshots) 2. Use local languages (not just English) 3. Reward people for sharing (referrals, margins, status) 4. Keep pricing simple & mass-friendly 5. Build trust faster than features 𝗙𝗶𝗻𝗮𝗹 𝗟𝗶𝗻𝗲 𝗧𝗼 𝗧𝗮𝘁𝘁𝗼𝗼 𝗜𝗻 𝗬𝗼𝘂𝗿 𝗕𝗿𝗮𝗶𝗻: "In India, if your product can travel from one phone to another… You don’t need marketing. You need distribution thinking."
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Google is finally starting to impress on the product the distribution advantage will kick in shortly- a good reminder when distribution is proprietary, distribution wins example Comcast VS Netflix, when distribution is commoditized best product wins
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In tech, it’s easy to focus on features. But the real power? Connection. - Teams that trust - Clients & builders - Product & purpose At Codestam, we build systems that connect people, processes, and potential. Because connection powers everything
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Startup Story 🌝 | The Man Who Sold Water in a Desert 2009. A man walks into a room full of VCs. His pitch? “I want to sell bottled water… for Rs. 20... on the streets of India.” They laugh. “Who’ll pay for something they can get free from a tap?”
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too many people in India know someone—but don’t share contacts. Why? No trust, no tracking, no reward. We’re building a WhatsApp-powered Offline Referral Engine—a lightweight layer over CRMs (like GHL, Zoho) where anyone can refer leads, track them
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Apple’s All-Time Viral Marketing Campaigns—Lessons in Branding Domination Apple doesn’t do marketing. Apple creates movements. Every ad, every product launch, every campaign—designed to make you feel, think, and want. If you’re serious about marketi
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