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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.
Reviews
“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.
He is also an angel investor and counts startups like Zouk, Nestasia, Pilgrim, and Kilrr, among others, in his portfolio. Additionally, he’s an independent director at Wakefit and a venture advisor to Sauce.vc, a leading venture capital firm.
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
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.
Reviews
“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.
He is also an angel investor and counts startups like Zouk, Nestasia, Pilgrim, and Kilrr, among others, in his portfolio. Additionally, he’s an independent director at Wakefit and a venture advisor to Sauce.vc, a leading venture capital firm.
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
289 pages, Kindle Edition
Published August 13, 2025
35 people are currently reading
87 people want to read
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Displaying 1 - 30 of 44 reviews
September 6, 2025
I really wanted to like Zero To Scale. I didn't. Will the internet forgive me?
I was fully excited for it - from pinging my friends at Atomberg to hounding the publishers at Wyzr (on a side note, their book with Mayank, a real estate influencer is amazing) to discussing this with my book club.
Arindam himself is beyond gracious and a true giver, and we are all fans, pun intended.
But then I got my hardcover, finished reading it, and was disappointed.
This book in my (humble) opinion as a prolific reader, is what I would consider a 1st or 2nd draft.
Look, it's still useful to startup bros and founder girlies, (so yes I am not asking you to not buy it) but so would have a website with all of this information collated in one place. Because, it reads like strings of web pages put together very often.
A medium is often the message, and a book has to be a little extra, given the aim is often, posterity and legacy.
Kinda like Shoe Dog was, which by the way was ghostwritten for the great Phil Knight.
So here's my (honest) review:
- What's good about this book is that it fills a gap that other books in this genre or niche don't have within the Indian context. If I were to look at this as a knowledge product, it is a welcome addition.
- The hardcover version I have is nice, doesn't feel 'indie' at all.
- Unfortunately, I think the book works best if it were printed en masse and circulated for a closed group of insiders.
Like how brands give away coffee table books.
It also works better as a textbook that can be updated edition over edition with specific channel information. As a general non-fiction read, it falters many times over.
- The writing and flow was extremely choppy for me. Now, if you read Arindam's posts one by one - they work. I often do as well.
But if you slap them into a book in the way they have been slapped in this one - they seem brusque or abrupt.
- Right at the beginning of the book, you will find 4-5 back to back opinions about India that just don't read well together. A stronger edit and re-edit would benefit the book.
- Also, the density of the book is high. I often found myself thinking in portions that this section should have been 3 chapters instead of one, explained more lucidly with a better narrative style.
I (personally) find it easy to navigate the phrases but it often speaks from a level of maturity that only in-circle readers would truly appreciate.
It has high praise from industry leaders in the form of blurbs. But, is pretty much for newbie founders, junior marketing folks, or generalists if it were to be read as a playbook.
The book would be so so so much better if it had the more insights, stories about Atomberg and who Arindam is and who the Indian consumer is.
For me, it was a complete case of reading a book that felt 'Tell, Don't Show'
PS: Please do still buy it - I am keeping mine - just as a thank you to Arindam for sharing his time with all of us on the internet so consistently.
I was fully excited for it - from pinging my friends at Atomberg to hounding the publishers at Wyzr (on a side note, their book with Mayank, a real estate influencer is amazing) to discussing this with my book club.
Arindam himself is beyond gracious and a true giver, and we are all fans, pun intended.
But then I got my hardcover, finished reading it, and was disappointed.
This book in my (humble) opinion as a prolific reader, is what I would consider a 1st or 2nd draft.
Look, it's still useful to startup bros and founder girlies, (so yes I am not asking you to not buy it) but so would have a website with all of this information collated in one place. Because, it reads like strings of web pages put together very often.
A medium is often the message, and a book has to be a little extra, given the aim is often, posterity and legacy.
Kinda like Shoe Dog was, which by the way was ghostwritten for the great Phil Knight.
So here's my (honest) review:
- What's good about this book is that it fills a gap that other books in this genre or niche don't have within the Indian context. If I were to look at this as a knowledge product, it is a welcome addition.
- The hardcover version I have is nice, doesn't feel 'indie' at all.
- Unfortunately, I think the book works best if it were printed en masse and circulated for a closed group of insiders.
Like how brands give away coffee table books.
It also works better as a textbook that can be updated edition over edition with specific channel information. As a general non-fiction read, it falters many times over.
- The writing and flow was extremely choppy for me. Now, if you read Arindam's posts one by one - they work. I often do as well.
But if you slap them into a book in the way they have been slapped in this one - they seem brusque or abrupt.
- Right at the beginning of the book, you will find 4-5 back to back opinions about India that just don't read well together. A stronger edit and re-edit would benefit the book.
- Also, the density of the book is high. I often found myself thinking in portions that this section should have been 3 chapters instead of one, explained more lucidly with a better narrative style.
I (personally) find it easy to navigate the phrases but it often speaks from a level of maturity that only in-circle readers would truly appreciate.
It has high praise from industry leaders in the form of blurbs. But, is pretty much for newbie founders, junior marketing folks, or generalists if it were to be read as a playbook.
The book would be so so so much better if it had the more insights, stories about Atomberg and who Arindam is and who the Indian consumer is.
For me, it was a complete case of reading a book that felt 'Tell, Don't Show'
PS: Please do still buy it - I am keeping mine - just as a thank you to Arindam for sharing his time with all of us on the internet so consistently.
October 17, 2025
Arindam Paul's "Zero To Scale" is more than simply another business book; it reads like a practical manual penned by a veteran. Arindam offers useful insights on all that matters, including product, distribution, marketing, brand-building, and growing operations in the cutthroat Indian market, based on his experience turning Atomberg into one of the country's top consumer brands.
With real-world examples and useful lessons on product-market fit, brand development, distribution, hiring, and fundraising in the Indian ecosystem, each chapter reads like an open discussion.
This book feels surprisingly approachable, in contrast to most startup books that are overflowing with jargon or abstract theories. It gives frameworks that are grounded in reality rather than being lifted from Silicon Valley, and it recognises the particular difficulties of building in India, as well as our customer behaviour, market diversity, and infrastructure deficiencies.
This book was really inspiring to me. It helped me understand how to act more intelligently, think more broadly, and maintain consistency. This book is the ideal resource to get you started if you've ever wanted to launch your own venture or grow your company.
The author offers a broad range of useful concepts based on personal experience that are straightforward and simple enough for novices or people who are not familiar with business administration to comprehend.
He also talks on how to deal with the difficulties that many new firms face nowadays, particularly in relation to online markets and customer interactions. In the Indian market, this is very pertinent.Strongly advised!
With real-world examples and useful lessons on product-market fit, brand development, distribution, hiring, and fundraising in the Indian ecosystem, each chapter reads like an open discussion.
This book feels surprisingly approachable, in contrast to most startup books that are overflowing with jargon or abstract theories. It gives frameworks that are grounded in reality rather than being lifted from Silicon Valley, and it recognises the particular difficulties of building in India, as well as our customer behaviour, market diversity, and infrastructure deficiencies.
This book was really inspiring to me. It helped me understand how to act more intelligently, think more broadly, and maintain consistency. This book is the ideal resource to get you started if you've ever wanted to launch your own venture or grow your company.
The author offers a broad range of useful concepts based on personal experience that are straightforward and simple enough for novices or people who are not familiar with business administration to comprehend.
He also talks on how to deal with the difficulties that many new firms face nowadays, particularly in relation to online markets and customer interactions. In the Indian market, this is very pertinent.Strongly advised!
October 12, 2025
What does it really take to build a homegrown brand that competes with global giants? The author answers this question brilliantly in this book, a book that feels both inspiring and actionable. Drawing from the author’s experience of transforming Atomberg into one of India’s most trusted consumer brands, he offers a front-row view of what it truly means to start from scratch and scale with purpose.
What struck me most about this book is its honesty. The author doesn’t just celebrate success; rather walks us through the mistakes, experiments, and long nights that shaped his journey. Every chapter feels like a candid conversation, filled with real examples and practical takeaways on product-market fit, brand building, distribution, hiring, and fundraising in the Indian ecosystem.
Unlike most startup books heavy with jargon or abstract theories, this book feels refreshingly relatable. It acknowledges the unique challenges of building in India, our consumer behavior, market diversity, and infrastructural gaps, and provides frameworks that are rooted in reality, not borrowed from Silicon Valley.
What I loved most was the author’s emphasis on authenticity, creating value instead of chasing trends, and building long-term trust over short-term buzz. The author’s writing style is simple, clear, and deeply motivating.
This book isn’t just for founders; it’s for anyone who wants to build something meaningful, whether that’s a brand, a team, or a vision. It’s the kind of book you don’t just read once; you return to it, each time finding something new to learn and apply.
What struck me most about this book is its honesty. The author doesn’t just celebrate success; rather walks us through the mistakes, experiments, and long nights that shaped his journey. Every chapter feels like a candid conversation, filled with real examples and practical takeaways on product-market fit, brand building, distribution, hiring, and fundraising in the Indian ecosystem.
Unlike most startup books heavy with jargon or abstract theories, this book feels refreshingly relatable. It acknowledges the unique challenges of building in India, our consumer behavior, market diversity, and infrastructural gaps, and provides frameworks that are rooted in reality, not borrowed from Silicon Valley.
What I loved most was the author’s emphasis on authenticity, creating value instead of chasing trends, and building long-term trust over short-term buzz. The author’s writing style is simple, clear, and deeply motivating.
This book isn’t just for founders; it’s for anyone who wants to build something meaningful, whether that’s a brand, a team, or a vision. It’s the kind of book you don’t just read once; you return to it, each time finding something new to learn and apply.
October 3, 2025
“Zero To Scale” by Arindam Paul is not just another business book, it feels like a hands-on guide written by someone who has been in the trenches. Drawing from his journey of building Atomberg into one of India’s leading consumer brands, Arindam lays out practical lessons on everything that matters: product, distribution, marketing, brand-building, and scaling operations in the competitive Indian market.
What makes this book stand out is how real and relatable it is. Instead of filling pages with abstract theories, Arindam shares frameworks, mental models, and personal experiences that anyone founders, marketers, or even students can apply. He also addresses the challenges many new brands face today: being lost in online marketplaces, cracking offline distribution, and navigating India’s unique consumer behaviors.
Focus on creating value on social media rather than chasing likes. Valuable content enhances your brand. Sensationalism gets you engagement, but erodes your brand. When founders are authentic and create valuable content, they are perceived more favorably by people, which also creates a positive perception of the company they have founded.
The writing style is simple, engaging, and full of insights that make you pause and think. The blend of strategy and execution gives the book a rare balance, you don’t just walk away inspired, you walk away with tools you can use.
What makes this book stand out is how real and relatable it is. Instead of filling pages with abstract theories, Arindam shares frameworks, mental models, and personal experiences that anyone founders, marketers, or even students can apply. He also addresses the challenges many new brands face today: being lost in online marketplaces, cracking offline distribution, and navigating India’s unique consumer behaviors.
Focus on creating value on social media rather than chasing likes. Valuable content enhances your brand. Sensationalism gets you engagement, but erodes your brand. When founders are authentic and create valuable content, they are perceived more favorably by people, which also creates a positive perception of the company they have founded.
The writing style is simple, engaging, and full of insights that make you pause and think. The blend of strategy and execution gives the book a rare balance, you don’t just walk away inspired, you walk away with tools you can use.
October 1, 2025
Zero to Scale by Arindam Paul offers invaluable insights into consumer branding and scaling in India. The book breaks out of the usual business book format and strikes a brilliant balance between sharing real-life experiences and cutting actionable insights so that it can serve as a very practical road map from the point of launching a product all the way towards successful brand building. Making such realizations also come from his many examples of trials and errors with Atomberg, together with his reflections on what he could have done differently, what he could have done better, and the tough choices he made in that journey, which all make it easy for one to relate to and apply the lessons.* The author manages to discuss India-specific challenges, product strategy, and omnichannel expansion and scaling of product offerings, brand building, and organization culture in a very simple language by cutting through all jargon. While providing a framework for a startup approach to building a brand, he wants to stir the mindset of resilience, adaptability, and strategic thinking. Zero to Scale will prompt any entrepreneur or marketer to dream bigger and smarter beyond the tangible world.
October 12, 2025
In "Zero To Scale: A Playbook To Build Consumer Brands In India," author Arindam Paul provides a comprehensive guide for entrepreneurs navigating the complex landscape of brand building in the Indian market. As the internet ecosystem evolves and logistics improve, launching a brand has become more accessible, yet the real challenge lies in scaling amidst fierce competition.
The book is structured into seven parts, each focusing on essential mental models and frameworks that empower readers to think critically about their brand-building strategies. Whether you're just starting or looking to elevate an existing brand, "Zero To Scale" promises to enhance your clarity and confidence in decision-making.
Arindam Paul meticulously shares his extensive learnings across various critical functions, including product development, distribution strategies, customer acquisition, and brand building. What sets "Zero To Scale" apart is its practicality; it transcends mere theory by offering actionable insights tailored to the unique challenges of the Indian market. Overall, “Zero To Scale” is not just a guide; it’s a must-read for anyone serious about building a sustainable brand in India💖💎
The book is structured into seven parts, each focusing on essential mental models and frameworks that empower readers to think critically about their brand-building strategies. Whether you're just starting or looking to elevate an existing brand, "Zero To Scale" promises to enhance your clarity and confidence in decision-making.
Arindam Paul meticulously shares his extensive learnings across various critical functions, including product development, distribution strategies, customer acquisition, and brand building. What sets "Zero To Scale" apart is its practicality; it transcends mere theory by offering actionable insights tailored to the unique challenges of the Indian market. Overall, “Zero To Scale” is not just a guide; it’s a must-read for anyone serious about building a sustainable brand in India💖💎
October 4, 2025
Just finished reading Zero to Scale by Arindam Paul, and honestly, it’s one of those books that every Indian entrepreneur or marketer needs to read at least once. It doesn’t just talk about building a brand—it actually shows you how to do it, step by step, using real lessons from scaling Atomberg from scratch to over ₹1000 crore!
What I loved most is how relatable it feels. Arindam doesn’t sugarcoat things—he shares the wins, the failures, and the tough calls behind growing a brand in India. Each chapter is packed with simple, actionable insights on product, marketing, distribution, and brand building. The language is super easy to follow, and the examples are straight from real-life experiences, not boring theory.
As someone who’s passionate about marketing and brand growth, I found this book incredibly motivating. It gave me clarity on how to think bigger, act smarter, and stay consistent. If you’ve ever dreamed of starting something of your own or scaling your business, this book is the perfect guide to get you going!
✨ Must-read for: entrepreneurs, marketers & dreamers who want to make an impact.
What I loved most is how relatable it feels. Arindam doesn’t sugarcoat things—he shares the wins, the failures, and the tough calls behind growing a brand in India. Each chapter is packed with simple, actionable insights on product, marketing, distribution, and brand building. The language is super easy to follow, and the examples are straight from real-life experiences, not boring theory.
As someone who’s passionate about marketing and brand growth, I found this book incredibly motivating. It gave me clarity on how to think bigger, act smarter, and stay consistent. If you’ve ever dreamed of starting something of your own or scaling your business, this book is the perfect guide to get you going!
✨ Must-read for: entrepreneurs, marketers & dreamers who want to make an impact.
October 11, 2025
Neither Zero to Scale by Arindam Paul is not a book about how to grow, nor is it a book about how to grow intentionally. Paul shows that one needs to change not only the ideas but the people and the culture based on the prism of practical conclusions and intelligent commentaries without having to use numbers
it’s one of those books that every Indian entrepreneur or marketer needs to read at least once. It doesn’t just talk about building a brand—it actually shows you how to do it, step by step, using real lessons from scaling Atomberg from scratch to crores
Reading Zero To Scale by Arindam Paul felt like having a candid conversation with someone who has truly been in the trenches of building a brand in India. What I loved most is how real and relatable it feels. Paul shares not just the successes but also the mistakes, challenges, and tough choices that shaped Atomberg’s journey
Even if you’re not building a startup, this book offers valuable lessons on resilience, strategic thinking, and staying true to your values while pursuing growth. It gives you clarity on how to think bigger, act smarter, and stay consistent
it’s one of those books that every Indian entrepreneur or marketer needs to read at least once. It doesn’t just talk about building a brand—it actually shows you how to do it, step by step, using real lessons from scaling Atomberg from scratch to crores
Reading Zero To Scale by Arindam Paul felt like having a candid conversation with someone who has truly been in the trenches of building a brand in India. What I loved most is how real and relatable it feels. Paul shares not just the successes but also the mistakes, challenges, and tough choices that shaped Atomberg’s journey
Even if you’re not building a startup, this book offers valuable lessons on resilience, strategic thinking, and staying true to your values while pursuing growth. It gives you clarity on how to think bigger, act smarter, and stay consistent
October 13, 2025
Reading Zero To Scale felt like sitting across from a founder who’s survived every startup nightmare and come out smiling not because it was easy, but because he learned how to navigate the chaos. Arindam Paul doesn’t hand out theory. He gives you field notes real, gritty lessons that could only come from building Atomberg from scratch.
The book dives into every phase of the journey product-market fit, distribution strategy, brand storytelling, acquisition funnels, and team building but what’s brilliant is how human the tone stays throughout. You can feel his frustrations, the doubts, and the small triumphs that make building something worthwhile. It’s not a glossy “growth hack” book; it’s an honest conversation with someone who’s actually done the work.
Every chapter leaves you with an “aha” moment whether it’s about listening to your earliest customers, or realizing that scaling offline distribution in India requires patience bordering on sainthood. I closed the book feeling less intimidated by the journey and more inspired to start. This isn’t just a playbook; it’s a mentorship in print.
The book dives into every phase of the journey product-market fit, distribution strategy, brand storytelling, acquisition funnels, and team building but what’s brilliant is how human the tone stays throughout. You can feel his frustrations, the doubts, and the small triumphs that make building something worthwhile. It’s not a glossy “growth hack” book; it’s an honest conversation with someone who’s actually done the work.
Every chapter leaves you with an “aha” moment whether it’s about listening to your earliest customers, or realizing that scaling offline distribution in India requires patience bordering on sainthood. I closed the book feeling less intimidated by the journey and more inspired to start. This isn’t just a playbook; it’s a mentorship in print.
November 9, 2025
Zero To Scale is a helpful and practical guide for anyone looking to build a brand in India. The book breaks down every aspect of business in a simple and detailed way, using real-life experiences that make it easy to understand.
The book begins with the most crucial foundation of understanding the consumer. the author emphasizes that knowing your customer is the key to building a successful brand. From there he moves on to topics such as finding the right market, developing the right product and setting up effective distribution channels. Later chapters focus in detail on sales strategies and explain how the internet plays a major role in driving growth today.
The author also discusses social media marketing and the importance of honesty and authenticity in building long-term trust. He highlights how being genuine can be one of the most powerful sales tactics. The language throughout the book is simple and easy to follow. The vocabulary is beginner-friendly and suitable even for readers who are new to business or reading in general.
If you are planning to start a business or want to understand how brand building works in the Indian context, this book is a great place to start.
The book begins with the most crucial foundation of understanding the consumer. the author emphasizes that knowing your customer is the key to building a successful brand. From there he moves on to topics such as finding the right market, developing the right product and setting up effective distribution channels. Later chapters focus in detail on sales strategies and explain how the internet plays a major role in driving growth today.
The author also discusses social media marketing and the importance of honesty and authenticity in building long-term trust. He highlights how being genuine can be one of the most powerful sales tactics. The language throughout the book is simple and easy to follow. The vocabulary is beginner-friendly and suitable even for readers who are new to business or reading in general.
If you are planning to start a business or want to understand how brand building works in the Indian context, this book is a great place to start.
September 30, 2025
Zero to Scale is a book that feels less like a theory lecture and more like a conversation. Arindam Paul shares his journey of scaling Atomberg and uses it to explain how consumer brands in India can grow from scratch to a large business. What I liked most is how practical the book is. Instead of giving textbook ideas, it talks about the real challenges founders face. The writing is clear, simple, and very easy to follow, even if you are not from a business background. Another strength is how it focuses on India’s unique market. Many business books are written for Western countries, but this one speaks directly to the Indian context. This book is not only for entrepreneurs but also for anyone curious about how consumer brands work behind the scenes. Highly recommend Zero to Scale a practical and inspiring guide for anyone curious about how brands grow in India. Simple, real, and motivating.
October 2, 2025
Reading Zero To Scale by Arindam Paul felt like having a candid conversation with someone who has truly been in the trenches of building a brand in India. What I loved most is how real and relatable it feels. Paul shares not just the successes but also the mistakes, challenges, and tough choices that shaped Atomberg’s journey from zero to over ₹1000 crore.
The book is full of practical advice, yet what makes it special is the thoughtful approach. Each lesson on product, distribution, brand building, or team growth explains not only what works but why it matters. It gives a clear sense of how small decisions can make a big difference in a complex market like India.
Even if you’re not building a startup, this book offers valuable lessons on resilience, strategic thinking, and staying true to your values while pursuing growth. Zero To Scale is more than a playbook for entrepreneurs. It’s a guide for anyone who wants to approach work and growth with intention and clarity.
The book is full of practical advice, yet what makes it special is the thoughtful approach. Each lesson on product, distribution, brand building, or team growth explains not only what works but why it matters. It gives a clear sense of how small decisions can make a big difference in a complex market like India.
Even if you’re not building a startup, this book offers valuable lessons on resilience, strategic thinking, and staying true to your values while pursuing growth. Zero To Scale is more than a playbook for entrepreneurs. It’s a guide for anyone who wants to approach work and growth with intention and clarity.
October 11, 2025
♥️This is a useful guide that offers step-by-step lessons on product distribution, marketing, and brand development.
♥️The author shares a wide array of practical ideas based on experiences that are simple and easy for beginners or those unfamiliar with business management to understand. He also discusses the challenges that many new brands encounter today, especially in the context of online marketplaces and consumer interactions, and how to address these issues. This is particularly relevant in the Indian market.
♥️This book empowers you to succeed, even if you are not involved in business or branding your own product. The author provides insights on growth, resilience, and core values.
♥️I highly recommend this book to anyone seeking inspiration and aiming to achieve their goals. Whether you are a student or someone looking for motivation to pursue your dreams, this guide is for you.
♥️The author shares a wide array of practical ideas based on experiences that are simple and easy for beginners or those unfamiliar with business management to understand. He also discusses the challenges that many new brands encounter today, especially in the context of online marketplaces and consumer interactions, and how to address these issues. This is particularly relevant in the Indian market.
♥️This book empowers you to succeed, even if you are not involved in business or branding your own product. The author provides insights on growth, resilience, and core values.
♥️I highly recommend this book to anyone seeking inspiration and aiming to achieve their goals. Whether you are a student or someone looking for motivation to pursue your dreams, this guide is for you.
October 11, 2025
Okay, so I finally finished reading Zero to Scale, and honestly, it surprised me in the best way possible.
It’s not one of those heavy business books that throw big words at you, it actually feels like a conversation. 🤌🏻🗣️
Arindam Paul takes you through his real journey of building Atomberg, and what I loved most is how real it felt. He talks about the wins, the failures, the lessons & everything. You can literally picture what it’s like to start something from scratch and slowly build it up. 📈
Every chapter feels super practical and approachable. Like, you don’t need a business background to get it. It’s written so simply that you’ll actually enjoy reading it. And the best part? It’s made for the Indian context , which is rare! 🫶🏻Most business books talk about Western markets, but this one is full of examples and experiences that actually make sense here.💯
Even if you’re not planning to start your own brand, there’s so much to take away about growth & resilience.
It’s not one of those heavy business books that throw big words at you, it actually feels like a conversation. 🤌🏻🗣️
Arindam Paul takes you through his real journey of building Atomberg, and what I loved most is how real it felt. He talks about the wins, the failures, the lessons & everything. You can literally picture what it’s like to start something from scratch and slowly build it up. 📈
Every chapter feels super practical and approachable. Like, you don’t need a business background to get it. It’s written so simply that you’ll actually enjoy reading it. And the best part? It’s made for the Indian context , which is rare! 🫶🏻Most business books talk about Western markets, but this one is full of examples and experiences that actually make sense here.💯
Even if you’re not planning to start your own brand, there’s so much to take away about growth & resilience.
October 13, 2025
The book tells us why it is simple to launch a brand today but very difficult to scale it in India's competitive space.
By using simple examples and step-by-step approaches, Paul deals with all the essential parts of creating a brand — creating the appropriate product and establishing distribution to digital marketing, brand storytelling, and team management. What differentiates the book is its candid approach and emphasis on practical rather than theoretical solutions.
Every chapter reads as if it's a lesson from someone who has walked the difficulties himself. Whether you're a business student, entrepreneur, or marketer, this book provides you with useful tools and actual insights into what works and what fails in India's ever-evolving market.
Overall, Zero To Scale is not only a business handbook it's an empowering guide to transforming small ideas into scalable, successful brands.
By using simple examples and step-by-step approaches, Paul deals with all the essential parts of creating a brand — creating the appropriate product and establishing distribution to digital marketing, brand storytelling, and team management. What differentiates the book is its candid approach and emphasis on practical rather than theoretical solutions.
Every chapter reads as if it's a lesson from someone who has walked the difficulties himself. Whether you're a business student, entrepreneur, or marketer, this book provides you with useful tools and actual insights into what works and what fails in India's ever-evolving market.
Overall, Zero To Scale is not only a business handbook it's an empowering guide to transforming small ideas into scalable, successful brands.
October 13, 2025
If most startup books are adrenaline shots, Zero To Scale is like a steady cup of coffee rich, grounded, and exactly what you need to stay awake through the marathon of building something meaningful. Arindam Paul’s storytelling makes this a surprisingly engaging read for a business title. He blends hard-earned insights with self-deprecating humor and humility that makes the journey relatable.
The biggest takeaway for me was how meticulously he breaks down each building block of brand success product, acquisition, distribution, and culture showing how they all interlock.
He doesn’t just tell you what to do; he explains why things work (or don’t) in India’s fast-changing ecosystem. Even the sections on team structure and organizational design are packed with golden nuggets that can save founders years of trial and error. You walk away not just smarter, but more empathetic toward the entrepreneurial grind.
The biggest takeaway for me was how meticulously he breaks down each building block of brand success product, acquisition, distribution, and culture showing how they all interlock.
He doesn’t just tell you what to do; he explains why things work (or don’t) in India’s fast-changing ecosystem. Even the sections on team structure and organizational design are packed with golden nuggets that can save founders years of trial and error. You walk away not just smarter, but more empathetic toward the entrepreneurial grind.
October 19, 2025
Most business books I’ve read sound like they were written for American tech founders or MBA students living in spreadsheets. Zero To Scale feels refreshingly local and delightfully specific. Arindam Paul knows what it means to build a consumer brand in India with its unpredictable consumers, complex supply chains, and endless competition. He writes with sharp clarity and zero pretense. You get to see how Atomberg tackled challenges step-by-step from finding the right distribution partners to cracking the code of offline retail.
What impressed me most was how practical the book is. It doesn’t drown you in jargon or sugarcoat the grind. Paul explains how to make real decisions how to think like a builder, not a dreamer. His voice is calm, grounded, and occasionally humorous especially when he talks about early blunders and lessons learned the hard way. This is one of those rare business books that you can actually use, not just quote on LinkedIn.
What impressed me most was how practical the book is. It doesn’t drown you in jargon or sugarcoat the grind. Paul explains how to make real decisions how to think like a builder, not a dreamer. His voice is calm, grounded, and occasionally humorous especially when he talks about early blunders and lessons learned the hard way. This is one of those rare business books that you can actually use, not just quote on LinkedIn.
November 14, 2025
In my search of reading another non-fictional read, I came across this book through Amazon. This book stood out from the other book as it revolved mainly around the Product and Brand Awareness.
This wasn't like most of the book which gave the global narrative or examples and explained lots of things with the help of jargons and heavy numbers rather it was a read which gave examples in the context of India, the jargons were minimal and author did a great work in maintaining the simplicity in language while explaining each topic in depth.
The book not only suggested things theororically rather practical. While running a business what guide lines must be followers, how it must be followed and how much it will be efficient was discussed ij depth.
Its a book which didn't only emphasized on the product but also its distribution and building consumers perception and brand awareness. A very helpful book in knowing the Indian market and how to flourish the business in Indian market.
This wasn't like most of the book which gave the global narrative or examples and explained lots of things with the help of jargons and heavy numbers rather it was a read which gave examples in the context of India, the jargons were minimal and author did a great work in maintaining the simplicity in language while explaining each topic in depth.
The book not only suggested things theororically rather practical. While running a business what guide lines must be followers, how it must be followed and how much it will be efficient was discussed ij depth.
Its a book which didn't only emphasized on the product but also its distribution and building consumers perception and brand awareness. A very helpful book in knowing the Indian market and how to flourish the business in Indian market.
September 24, 2025
Zero to Scale is a practical guide to building a brand from the ground up. Each chapter draws from the author’s own experiences, translating hard-earned lessons into clear frameworks, mental models, and actionable insights.
One of the most valuable takeaways for me was understanding consumer behavior and learning how product market fit is defined for consumer brands. The book also highlights why price and distribution channels are equally important in shaping a brand’s success.
My favorite section discusses leveraging product innovation, culture, and customer service to create a strong brand identity. As an entrepreneur just starting to build my brand, Titliyan, this book has been incredibly helpful. It showed me that I don’t need expensive consultants to move forward; instead, it gave me the confidence to trust myself and make the right decisions throughout my brand-building journey.
One of the most valuable takeaways for me was understanding consumer behavior and learning how product market fit is defined for consumer brands. The book also highlights why price and distribution channels are equally important in shaping a brand’s success.
My favorite section discusses leveraging product innovation, culture, and customer service to create a strong brand identity. As an entrepreneur just starting to build my brand, Titliyan, this book has been incredibly helpful. It showed me that I don’t need expensive consultants to move forward; instead, it gave me the confidence to trust myself and make the right decisions throughout my brand-building journey.
September 28, 2025
Zero to Scale by Arindam Paul is a practical book that shows how consumer brands can grow in India. It explains the journey in a simple way, covering how to understand the consumer, how to create the right product, how to build strong distribution, how to acquire customers, and how to make a brand stand out. The author shares his own experience of taking Atomberg from a small startup to a company worth 1000 Cr, which makes the lessons feel real and relatable.
The book is written in clear language and focuses on strategies that actually work in the Indian market. Instead of heavy theories, it gives practical steps that readers can apply. Entrepreneurs, marketers, and students of business will find it very useful. It is a helpful guide for anyone who wants to move from starting out to successfully scaling a brand in today’s competitive world.
The book is written in clear language and focuses on strategies that actually work in the Indian market. Instead of heavy theories, it gives practical steps that readers can apply. Entrepreneurs, marketers, and students of business will find it very useful. It is a helpful guide for anyone who wants to move from starting out to successfully scaling a brand in today’s competitive world.
September 30, 2025
I am sure we all have dreamed about having a flourishing business or a brand at least once in our lives, haven't we?? But never dared to go on board because of lack of information and knowledge of how it works, or whether it will succeed ?? And some where the dream never got fulfilled.
Not anymore! Zero to Scale - A playbook to build consumer brands in India is a scripture, a practical guide for every marketer and entrepreneur. It's Arindam Paul's personal experience that he has documented consciously which helps you build a successful brand in India. The book will also help you learn marketing and sales.
The book has seven parts, and each part is explained in detail with his own experience and knowledge. He has mentioned all the aspects of the process, whether it's winning, losing, mistakes, or research. In simple and easy language, the author has made success easy and achievable.
Not anymore! Zero to Scale - A playbook to build consumer brands in India is a scripture, a practical guide for every marketer and entrepreneur. It's Arindam Paul's personal experience that he has documented consciously which helps you build a successful brand in India. The book will also help you learn marketing and sales.
The book has seven parts, and each part is explained in detail with his own experience and knowledge. He has mentioned all the aspects of the process, whether it's winning, losing, mistakes, or research. In simple and easy language, the author has made success easy and achievable.
October 11, 2025
Just finished reading Zero to Scale by Arindam Paul, and it's easily one of the most practical and honest business books I've read. Arindam doesn't just talk about success—he breaks down the real struggles, tough calls, and lessons from building Atomberg from the ground up to a ₹1000 crore brand.
What makes the book special is its simplicity and relatability. The insights on product, marketing, and brand growth are explained in a way that feels conversational, not textbook. It's deeply rooted in the Indian market, which makes every example and strategy feel relevant and real.
More than a business guide, Zero to Scale is a reminder that growth is as much about mindset as it is about action. It's inspiring, easy to follow, and full of clarity—perfect for entrepreneurs, marketers, or anyone chasing a dream with purpose.
What makes the book special is its simplicity and relatability. The insights on product, marketing, and brand growth are explained in a way that feels conversational, not textbook. It's deeply rooted in the Indian market, which makes every example and strategy feel relevant and real.
More than a business guide, Zero to Scale is a reminder that growth is as much about mindset as it is about action. It's inspiring, easy to follow, and full of clarity—perfect for entrepreneurs, marketers, or anyone chasing a dream with purpose.
October 13, 2025
Zero to Scale by Arindam Paul made me pause and rethink how I look at business altogether. It goes beyond the usual playbook of tactics and numbers—it’s a reflection on what real, sustainable growth means. The clarity in Arindam’s thinking stood out. He writes from experience, not theory, and that makes his ideas feel grounded and real.
What I appreciated most was how he connects product, people, and purpose in a way that feels both strategic and human. It made me reassess how I define progress—not as constant expansion, but as thoughtful, deliberate scaling built on understanding customers and staying true to what matters.
This book doesn’t just share lessons; it reshapes perspective. It helped me see that great brands aren’t built by chasing trends but by staying consistent, curious, and authentic. A rare, intelligent read that stays with you long after you finish it.
What I appreciated most was how he connects product, people, and purpose in a way that feels both strategic and human. It made me reassess how I define progress—not as constant expansion, but as thoughtful, deliberate scaling built on understanding customers and staying true to what matters.
This book doesn’t just share lessons; it reshapes perspective. It helped me see that great brands aren’t built by chasing trends but by staying consistent, curious, and authentic. A rare, intelligent read that stays with you long after you finish it.
November 3, 2025
"Zero to Scale" is indeed a revolutionary book!
It provides not only theoretical knowledge but also practical implementation, case studies, and expert advice for creating a brand from nothing. The writer's experience with Atomberg is very motivating and at the same time, complicated ideas are simplified into small and easily digestible lessons. The Indian market scenario makes it very pertinent. It's mainly a question of passing through the tough times; it is about the attitude, being able to stand your ground, and having the values that you won't compromise on. It is essential reading for new startups, marketing professionals, and all those who are dreaming big!
It is extremely simplistic yet very relatable and full of teachings so it is highly recommended. Not only for the ones who want to reach their objectives but also for the ones looking to create a successful brand.
It provides not only theoretical knowledge but also practical implementation, case studies, and expert advice for creating a brand from nothing. The writer's experience with Atomberg is very motivating and at the same time, complicated ideas are simplified into small and easily digestible lessons. The Indian market scenario makes it very pertinent. It's mainly a question of passing through the tough times; it is about the attitude, being able to stand your ground, and having the values that you won't compromise on. It is essential reading for new startups, marketing professionals, and all those who are dreaming big!
It is extremely simplistic yet very relatable and full of teachings so it is highly recommended. Not only for the ones who want to reach their objectives but also for the ones looking to create a successful brand.
November 13, 2025
Zero to Scale is a very practical book that shows what it really takes to grow a consumer brand in India. Author doesn’t just talk about success–he explains the struggles, mistakes, and lessons from his own journey of building Atomberg from scrath. The book shows how to find what customers really want, make products that stand out, and then scale them step by step.
It also teaches how to balance online and offline growth, use marketing wisely, and build a strong team culture–all explained in a simple way. Reading it felt like getting advice from someone who has actually done it, not just studied it. I liked how simple the writing is and how honest the author is about the challenges. The book is full of useful lessons and motivation. If you’re someone who dreams of starting or scaling a brand in India, this one can give you both direction and confidence.
It also teaches how to balance online and offline growth, use marketing wisely, and build a strong team culture–all explained in a simple way. Reading it felt like getting advice from someone who has actually done it, not just studied it. I liked how simple the writing is and how honest the author is about the challenges. The book is full of useful lessons and motivation. If you’re someone who dreams of starting or scaling a brand in India, this one can give you both direction and confidence.
October 1, 2025
"Zero to Scale" by Arindam Paul is a must-read for entrepreneurs and marketing professionals. This playbook offers practical insights on building and scaling a brand in India, drawn from Arindam's experience with Atomberg's remarkable growth. The book covers key areas like product, distribution, acquisition, and brand building, providing actionable advice for success. Industry leaders like Harsh Mariwala and Namita Thapar praise the book for its concise and relevant insights. Arindam's writing is engaging and easy to follow, making it simple to apply the learnings. If you're looking to build a successful brand or advance your career in sales and marketing, this book is an invaluable resource. Get ready to scale new heights.
October 3, 2025
"Zero To Scale" is an absolute game-changer for Indian entrepreneurs and marketers! Arindam Paul shares his incredible journey of scaling Atomberg to over ₹1000 crore, packed with actionable insights that are truly invaluable. This book is filled with practical advice on everything from product development to distribution and brand building. Paul's expertise shines brightly in every chapter, making it essential reading for anyone eager to thrive in India's competitive landscape. Whether you're launching a brand or looking to boost your sales and marketing career, this book serves as your ultimate roadmap to success. With its wealth of lessons and real-world examples, "Zero To Scale" is a must-have guide that will empower you to tackle the challenges of growing a business in India.
October 12, 2025
What makes Zero To Scale stand apart is its balance between storytelling and strategy. Arindam Paul doesn’t just tell you the “how” he walks you through the “why” and the “what if.” You feel his journey from the nervous pre-revenue days of Atomberg to the thrill (and responsibility) of leading a ₹1000 Cr brand.
The chapters on offline distribution, brand building, and customer acquisition were my personal favorites. They break down real-world challenges most founders gloss over like dealing with channel conflicts, balancing growth with quality, or managing the chaos of scale. I loved how he wrote about people and culture not as HR buzzwords but as the living engine of every growing company.
The chapters on offline distribution, brand building, and customer acquisition were my personal favorites. They break down real-world challenges most founders gloss over like dealing with channel conflicts, balancing growth with quality, or managing the chaos of scale. I loved how he wrote about people and culture not as HR buzzwords but as the living engine of every growing company.
October 13, 2025
You don’t have to be a founder to enjoy Zero To Scale. Even as a marketing professional, I found myself nodding at every other page. Arindam Paul has written something that feels half autobiography, half toolkit. His writing style is straightforward, often funny, and filled with sharp clarity. He has this gift of making even distribution logistics sound exciting a true sign of passion.
What’s special is how much of the Indian context shines through. He doesn’t treat India like an afterthought; he treats it like a living, breathing challenge that demands innovation. The lessons about consumer behavior, pricing strategy, and offline channels are deeply relatable. It’s not a “how to get rich” book it’s a “how to stay in the game” manual.
What’s special is how much of the Indian context shines through. He doesn’t treat India like an afterthought; he treats it like a living, breathing challenge that demands innovation. The lessons about consumer behavior, pricing strategy, and offline channels are deeply relatable. It’s not a “how to get rich” book it’s a “how to stay in the game” manual.
November 3, 2025
Anyone who is serious about creating or growing a consumer brand in India should read Arindam Paul's Zero to Scale. The pragmatism of this book is what makes it unique; instead of merely discussing theory, Arindam distills years of actual experience from turning Atomberg into a ₹1000 Cr success story. Every chapter is jam-packed with practical frameworks, data-driven insights, and doable tactics related to team building, distribution, acquisition, and product design. The tone, which is equal parts strategy and storytelling, is refreshingly honest and reads like counsel from a mentor who has been on the front lines. In India's very competitive direct-to-consumer industry, this book helps entrepreneurs, marketers, and operators understand what it truly takes to stand out.
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