The First Cheque Show

Building Atomberg - The 0 to 1 Brand Journey | The First Cheque Show

What does it take to build a premium Indian brand in a legacy category?
In this episode of The First Cheque Show, Rishab Malik sits down with Arindam Paul, founding team member and Chief Business Officer at Atomberg, to unpack the building blocks behind one of India’s most distinctive D2C brands.
They trace Atomberg’s journey from an engineering-led idea to a INR 1,000 crore business with over 10 million fans sold and a presence in more than 7 million Indian homes.
Arindam shares how the team reshaped consumer perception on price and performance, scaled across online and offline channels, and built staying power in a legacy category. He breaks down his PPCMF (product-price-market-channel fit) model, a framework he has shaped and sharpened through a decade of execution that has become a reference point for early-stage D2C founders.
Timestamps for the episode:
0:51 Arindam & Atomberg: Background Overview
6:14 Building the Atomberg Brand: Online & Offline Strategies
9:17 Electricians are Engineers: Shifting Perceptions
11:16 Consumer Pride in Atomberg Products: Brand & Product Creation
14:25 Overcoming Premium Price Perception: Value vs. Cost
15:55 Customer Service as a Marketing Channel 18:28 ROI on Appliances Driven by Strong Customer Support
19:21 Mixer Grinders: Product Journey Compared to Fans
23:34 Product, Price, and Channel Market Fit
27:30 Advice for Early D2C Founders in that 0 to 1 Journey
 
WHO ARE WE?
Jungle Ventures is a Singapore based Venture Capital Firm that invests in regional or global technology category leaders from Asia.
We collaborate closely with Founders to build the intrinsic value of their company by building a scalable organisation and providing dependable long-term capital. We have grown to become one of Southeast Asia's largest independent venture capital firms.
FIND US
Website: https://www.jungle.vc
LinkedIn: https://www.linkedin.com/company/jungle-ventures
Medium: https://medium.com/jungle-ventures

Unpacking the First Cheque Report 2024 - India focus | The First Cheque Show

The Jungle Code kicks off with The First Cheque Show. In the debut episode, Rishab Malik, Partner, Seed investments at Jungle Ventures and Abhishek Goyal, Founder & CEO of Tracxn, unpack the First Cheque Report 2024 from the perspectives of both a founder and an active angel investor.
They discuss the rise of local investors, flow of Seed capital beyond tier 1 cities, and how founder teams are evolving. Plus, why second-time founders are ahead of the curve and the growing impact of female entrepreneurs.
Next episode: Christopher Madiam from Sociolla digs into Southeast Asia’s data from the report.
 
1:08 Intro to First Cheque@Jungle
2:23 Tracxn’s beginnings
4:38 Building for IPO vs M&A from the outset
5:57 Taking Tracxn public
7:35 Abhishek’s first angel bets
11:51 Unexpected findings from The First Cheque Report 2024
13:08 Rise of female founders in Seed funding
16:34 Female founders shaping company culture
19:17 Investor bias: Evaluating education, experience, and background
21:46 First Principles of angel investing
23:49 Propagation of the venture playbook into next-tier cities in India
30:57 Abhishek’s next big idea
 
WHO ARE WE?
Jungle Ventures is a Singapore based Venture Capital Firm that invests in regional or global technology category leaders from Asia.
We collaborate closely with Founders to build the intrinsic value of their company by building a scalable organization and providing dependable long-term capital.
We have grown to become one of Southeast Asia's largest independent venture capital firms.
 
FIND US
Website
LinkedIn
Medium