Recommended by: Sachin Kaushik

Summary: 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.

Contents:

Glossary
Part 1: Understanding the Consumer
1. The New Indian Consumer
Part 2: Finding the Right Fit
2. Product - Market Fit Isn't Enough
3. Finding Your Wedge
4. The 3 Growth Levers - Product, Distribution, Brand
Part 3: Building Distribution Muscle
5. The Basics of Distribution: Where to Sell
6. Winning on Marketplaces
7. D2C: Direct Route, Maximum Control
8. General Trade: Doing Offline Distribution Right
9. Modern Trade: Winning in Premium Organized Offline Stores
10. Scaling Through Exclusive Brand Outlets ( EBOS )
11. Winning on Quick Commerce: Strategy For the 2 - Second Shelf 12. Building an Omnichannel Organization
Part 4: Driving Acquisition and Demand
13. Customer Acquisition Basics
14. Performance Marketing: Beyond D2C, Beyond ROAS
15. Trade Marketing: Driving Offline Sellout the Smart Way
16. Content and Influencer: Influencing Both Demand and Brand
Part 5: Brand, Communication, and Measurement
17. Defining the Brand
18. Brand Communication: Creating Memory, Meaning and Mental Availability
19. Building Brand Awareness Through ATL
20. Brand Measurements: Campaign Success and Brand Strength
21. Market and Consumer Research
Part 6: Culture and Scaling Up
22. Innovation: Expanding Beyond the First Hit Product
23. The Org Behind the Brand: Building the Right Team and Culture
24. Service as a Growth Lever: Turning Post - Purchase into Brand Love
Part 7: The Hard Truths
25. Common Pitfalls: What To Avoid At Every Stage Of Brand Building 246