Building Atomberg, Author-Zero to Scale
Mumbai, Maharashtra, India
156K followers
500+ connections
156K followers
500+ connections
About
Chief Business Officer and Part of the Founding team at Atomberg, one of India's largest and fastest growing digital first consumer brands. Joined pre revenue/pre funding to head all customer facing functions( sales/marketing/service) and scaled up annual revenue from 0 to Rs 1000 crores plus over the last 10 years
Have hands on experience and built competency in each of the different stages of growing digital first consumer startups:
0-10 cr: Launching online, Running campaigns on Google/FB/Amazon, Doing B2B Sales
10-100 cr: Scaling on E-Commerce using the power of Performance Marketing, Defining the Brand Strategy, Launching Offline Distribution, Building the Service Network
100-1000 cr: Scaling Offline Distribution and Sales, Brand Building through ATL, Leading and Motivating Large Teams
1000-5000 cr: This is ongoing. Everyday is a new learning experience. Hopefully we will reach 5000 cr before the end of this decade :)
Prior to Atomberg, worked for 18 months as a Management Consultant where I understood that doing gives me a bigger high than recommending :)
Strong Academic background. Ranked in Top 10% of the batch during Graduation from NIT Surat, and top 5% of the batch during Graduation from IIM Indore. Doesn't mean much, but grades usually show that you put in the effort. And not just in college, but even today, I consider putting in the hours regularly without worrying about results as one of my biggest strengths
Awards/Recognition: Making a boring/zero involvement category exciting in less than a decade :)
Enthusiastic about everything start ups and growing consumer brands. My way of giving back to the Indian startup ecosystem is
- By documenting and sharing all the learnings accumulated in the Atomberg journey. I do so on both Linkedin and Twitter
- By consulting/acting as sounding board for many founders, CMOs and growth heads across both consumer brand and consumer tech startups
Articles by Arindam
Activity
156K followers
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Arindam Paul shared thisTill last year, there was a lot of resistance from everyone ( online partners, offline trade etc) for selling our pedestal fans Regular statements like, “people don’t want to pay premium for pedestal fans unlike ceiling fans” Created 10s of perf creatives and ran full fledged campaigns on Meta Same people are now saying, please give us stock customers are coming and saying we want Atomberg pedestal fans/searching for Atomberg pedestal fans online Build good product and create demand. Everything else is a downstream problem easily solvable
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Arindam Paul shared thisSo cool and so proud Sibabrata (Shibam) Das 🍻🍻Arindam Paul shared thisIndia's No. 1 BLDC fans with 1 crore+ happy customers. All of it built from the ground up, right here on this campus. Sibabrata (Shibam) Das (B.Tech., Civil Engineering, 2012), Co-founder and CEO of Atomberg Technologies, has helped build a company that is reshaping how India thinks about consumer durables, proving that Indian enterprises can lead not just in scale, but in innovation. From assembling the first core team to leading multiple fundraising rounds, and building new business verticals from scratch, he has been at the centre of Atomberg's journey. The company has been recognised with Forbes 30 Under 30, the National Energy Conservation Award multiple times, and as a Global Winner at the GCIP in the Energy Efficiency category. In his acceptance speech at the YAAA awards ceremony at Indian Institute of Technology, Bombay, he reflected on the early days at Society for Innovation & Entrepreneurship -SINE IIT Bombay, the IIT Bombay professors who became Atomberg's first paying customers, and the people behind the journey, from his family to his team, who made it possible. Sibabrata, congratulations again on the Young Alumnus Achiever Award 2026! #IITBombay #IITBAlumni #YAAA2026 #IITBCommunityImpact Upendra Bhandarkar | Ravishankar Gedela | Nidhi Mathur Chhabra | Jalpa Vyas | Nishant Maloo | Alifiya Karimi Jillisger | Ankit Koradia | Manjula Mehta | Namrata Ashok | Diksha Sekhri | Sudarshan Chavan | Padma Thommandram | Vinayak Darkunde | Vishal Dhale | Shruti Shah Kathuria | Manoj Meena
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Arindam Paul reposted thisArindam Paul reposted thisFrom "Add to Cart" to "Cost of Acquisition": How a single book flipped my perspective on E-Commerce. Like most people, my relationship with e-commerce used to be simple. I avoided physical markets, scrolled through Amazon, Myntra and other online apps, applied filters to find what I wanted, and compared prices across platforms to get the best deal. I was looking at the industry strictly through a consumer lens. But recently, while designing a new E-Commerce Curriculum, Suchit Sikaria suggested the book Zero to Scale to research building a consumer brand. And honestly? It completely changed how I look at the internet. What used to look like simple features or minor annoyions as a shopper now look entirely different from the brand's perspective: The "Why" Behind the Filters: I used to just click them. Now, I see the complex cataloging, data architecture, and discoverability logic required to make a product searchable. The Instagram Ad Trap: I used to think, "Oh, neat product!" Now, I’m calculating the CAC (Customer Acquisition Cost), analysing the ad spend logic, and evaluating the funnel conversion. The Multi-Platform Price Wars: I used to just buy where it was cheapest. Now, I’m thinking about marketplace-specific P&Ls, platform margins, and how brands balance profitability across different channels. Researching for this curriculum has given me a brand-new vision. It’s one thing to teach the theory of e-commerce, but it’s another to break down the gritty reality of what it takes to scale a brand from absolute zero. I’m incredibly excited to weave these real-world insights, unit economics, and back-end logic into the upcoming course at Crucible Institute of Management. We aren't just teaching students how to shop online; we're teaching them how to build the platforms and brands that drive the future of retail and E commerce. A huge shoutout to Arindam Paul for writing this. They managed to break down dense, complex business metrics into an incredibly engaging, real-world masterclass. #Ecommerce #CurriculumDesign #ZeroToScale #ConsumerBrands #LearningAndDevelopment #UnitEconomics
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Arindam Paul reposted thisArindam Paul reposted thisFor the longest time, I believed books just weren’t my thing. I tried reading during my MBA days, picked up a few books in between too, but never really stuck with it. Eventually I convinced myself that maybe I just learn differently. And honestly, I still believe that. You don’t need to be a book person to do great work or learn well. There are so many other ways to learn today. But at the same time, you can’t ignore the advantage books give you. You’re literally compressing years of someone else’s experiences, mistakes, frameworks, and hacks into a few hundred pages. It makes the learning curve a little less painful. So this year, I decided to give reading another shot. Just a 5-10 pages every day. There were breaks in between, phases where I stopped completely, but 5 months into 2026, I finally completed my first book of the year. Big thanks to Hemal Gathani for gifting me this one. I had been following Arindam Paul on LinkedIn for a while and really liked his insights. That’s what made me want to give this book a shot in the first place. And honestly, it was great. What I really liked about the book is that it felt like a summary of hundreds of great LinkedIn posts.. but structured properly, connected well, and without fluff. It doesn’t go super deep into one thing for 100 pages. Instead, it gives you a solid understanding of almost everything you need to know around startups, growth, distribution, positioning, teams, product, and scaling. Very honest and practical. One thing I found especially interesting was learning about GT and MT. Coming from a largely digital-first background, I had heard the terms before but never properly understood what goes inside these domains. It was fun connecting the dots and seeing how distribution actually works beyond ads and dashboards. I’ve also always wondered how brand campaigns are measured because they feel so intangible at times. I still have my doubts honestly, but the book gave me at least some framework to think about it better. And weirdly, finishing the book feels more satisfying than I expected. Suggest another book to me. Not something foundational or “Marketing 101”. I want something that genuinely changes how I think. (about branding, marketing or advertising)
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Arindam Paul posted thisThere is a pretty well known scam amongst some influencers where in they promote their own posts to get views. Happens very often on Youtube and many brands can fall for it as the primary metric in many campaigns in CPV ( cost per view) Generally, you will be okay with a higher CPV for any influencer as he is creating the content and you also get his credibility The CPV will be a lot lower if you are just boosting/promoting the post to get views. So some influencers take advantage of this CPV arbitrage and get a lot of cheap paid views. Brands if they don't look properly at the engagement metrics ( comments, shares etc) think of these as organic views and become very happy looking at good views and competitive CPVs Influencer then shows historical high average views ( which are paid views in first go) to charge even higher rates with his next endorsements At Atomberg, we have seen this once/twice, and now have a list of blacklisted influencers ( you can figure out who all are doing this by looking at views to engagement metrics ratio) with whom we never ever work All young brands must also know this. Some not so well intentioned agencies also work hand in hand with the influencers here
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Arindam Paul reposted thisExcellent insight from Arindam Paul . RPI (Revenue Per Impression) is actually a great way to think about ads. One simple way to think about it : Imagine you are Amazon, Blinkit, or even a shopping mall owner. Your goal is simple: Which product makes me the most money every time I show it to a customer? That’s how platforms probably think too. Not just CTR. Not just engagement. Not even ROAS alone. But: Which creative monetizes attention best? It’s about creating commercially valuable attention.
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Arindam Paul posted thisIn many categories across consumer goods, durables etc, have seen many companies who get into a vicious cycle by trying to maximize short term gains These companies typically have been mass brands and haven't been able to premiumize. They have been feeling margin pressure. Because of the margin pressure, their share price would not have moved much Now to improve margins, typically these companies and brands take more shortcuts. They would reduce investments in brand building and they would reduce investments in R&D. They would also take a lot of shortcuts with respect to quality. They would employ consultants to cut down on raw materials cost as much as possible even if it impacts quality in long run In the short run, it gives a margin spike. Public markets get impressed and share price goes up. But What happens in the long run is that by reducing spends on marketing and spends on R&D and on product and quality, the brand pull actually reduces. Because the brand pull reduces, you get more and more dependent on the trade. You start pushing more and more stock to the trade. The moment that happens there's a lot of price cutting, a lot of wholesaling that starts because your distributors and your top retailers get stuffed with a lot of stock. Once rampant wholesaling starts, most offline retailers stop making good money by selling the brand. This in turn reduces retailers' advocacy for those brands and products. Now you are in a situation where you have a portfolio which is not premiumized because you didn’t invest in RnD and product. The pull for your brand has reduced, your branded searches have stagnated, and your share of search has reduced. Because of rampant wholesaling and stock being pushed on the trade and channel, retailers don't advocate for your brand any more. This is a very difficult situation for any brand to come out of. The first thing that you need to do if you are in such a situation would be to reduce channel inventory. To try and reduce channel inventory would mean short-term hits on revenue. The second thing is you would again need to go back to investing in brand demand generation and R&D and product. This would again mean a short-term squeeze in your margins. Once you are already a publicly listed brand, taking this hit in both topline and margins is almost impossible So if you are running a scaled consumer brand, never ever get into this trap to maximize short term gains
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Arindam Paul shared thisThank you for sharingArindam Paul shared thisSometimes the most valuable thing you get from an investor isn’t just a check - it can be a book recommendation that changes the game for you. I recently sat down with Harsh Patel from True Elements for HonestWhys. Harsh is a powerhouse of insight and experience in Ecommerce. Closer to the end of the call he said, sakshi I would really like you to read “ZERO TO SCALE” by Arindam Paul, founder of Atomberg Technologies I didn’t wait. I ordered it the second the call hung up, devoured it in 3 days, and honestly? It’s a total game-changer. For any D2C founder, this is the missing manual. It bridges the gap between high level consumer behavior and the "in the trenches" practicalities of engagement and execution. It’s only been a day since I closed the book, and we’re already moving. One line that stuck with me is - Is such mature phase of consumers, businesses cant run on gut/instincts without proper consumer behaviour and numbers. We have to create, communicate abd deploy value to consumers.CONSISTENTLY. A Big thanks to Arindam Paul for this really insightful one specially for first time entreprenuers. If you’re building in the consumer space, stop scrolling and go find a copy. Also happy for more suggestions in the comments and what changed after that? Proteus Partners #D2C #Entreprenuership #Startup
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Arindam Paul shared thisPlay a team sport. Teaches you many many life skills better than most self help books Sports and cricket have been the best team engagement activity we have at Atomberg. If you wanted another reason to join Atomberg, here you have it P.S. Video from this Saturday night P.P.S. I so wish recording games were so democratized while we were growing up. Would have had lot of footage ;)
Arindam Paul commented on a post
1d
Stellar results boss. Keep inspiring
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Arindam Paul liked thisArindam Paul liked thisIt takes a bit of stubbornness, foolishness, idealism and naivety to build a startup. To start an offline-first brand, price our star product at Rs. 5, open kiosks when omnichannel was not even a concept, we GO DESi have always tried to do what felt right for our consumers and the mission to Make DESi POPular. Sometimes pictures are better than words, and this 15-second film tells our story right! #breaktobuild Razorpay Raksha Kothari
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Arindam Paul liked thisArindam Paul liked thisLast quarter I said we're building Honasa like a flywheel, where initial rotations take everything you've got but eventually become self-sustaining. Q4 is that flywheel at fourth gear. ₹682 Cr in revenue. 28% YoY growth. EBITDA doubled. PAT more than doubled to ₹69 Cr. Three consecutive quarters of 20%+ growth. Every metric is at its highest ever. 📍 Mamaearth gaining share in key categories—Ubtan and Onion growing 2x faster than the brand, Rice Face Wash and Rosemary Shampoo scaling hard behind them. 📍 The Derma Co. at its strongest quarter ever with double-digit EBITDA. 📍 Younger brands up 40%+ in FY26. 📍 Reginald Men—₹100 Cr ARR in its very first quarter with us. 📍 Our first-ever dividend, approved by the board—₹3 per share. A statement, not a formality. This is what we came here to build, and we're nowhere near done. Keep watching for more. #Q4FY26 #Honasa
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Arindam Paul liked thisArindam Paul liked thisIn 2018, a kitchen-made apple cider vinegar drink walked onto Shark Tank and took a 400,000 dollar cheque. Seven years later, PepsiCo paid 1.95 billion dollars for the same company. The brand was poppi. And the most important decision it ever made was a positioning decision. Every other challenger beverage in its category positioned itself as an alternative to soda. Kombucha. Sparkling water. Functional shots. They all asked the consumer to drink less soda and drink something else. Poppi did the opposite. It positioned itself as a soda. A better soda, but a soda. It was not "try something new." It was "drink soda again, without the guilt." A generation of women had quit Diet Coke over sugar and aspartame and missed the experience of opening a can. That single choice unlocked everything that followed. It meant fighting for shelf space in the soda aisle, not the wellness aisle. That single shelf does ten times the volume. The numbers followed. 500K in revenue in 2018. 13M in 2020. 100M in 2023. 500M in 2024. PepsiCo paid 1.95 billion dollars in May 2025. Roughly four times trailing revenue. The price was aggressive because the alternative was letting Coca-Cola buy the category leader instead. The insight for Indian founders is simple. Most Indian D2C brands position themselves against a category. Better than namkeen. Better than dairy. Less harmful than soft drinks. That positioning caps the audience to the consumer already looking for an alternative - which is always a smaller, more difficult shopper to acquire. The brand that wins the gut-health space in India will not ask Indians to drink less Coke. It will ask them to drink a better one. Prath Ventures
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Arindam Paul liked thisArindam Paul liked thisWhen WanderOn and Capture A Trip raise institutional money and start spending it on ads, the instinct across the industry is to panic. Funded competitors. Bigger budgets. Here comes the squeeze. I think it's the opposite. I think it's the best thing that can happen to the 1000s of small travel operators in India right now. Here's why. Most travel demand in India isn't being lost to a competitor. It's being lost to indecision. People see a reel, feel the pull, and then don't book, because they don't know the operator, don't trust the transaction, can't tell if it's their kind of trip. The intent dies before it reaches anyone. When a well-funded player spends crores teaching the entire country that group travel and social experiences are a thing you can just book, they're not stealing demand. They're manufacturing it. They're spending their money to build an instinct in the consumer that every operator benefits from, as the seats that they offer are limited. A rising category lifts the small players too, as long as the small players have somewhere to convert that lifted intent. And that's the problem. Right now, almost every one of those 1000s of operators, many of them excellent, many with real brands and loyal followings in their region, converts the same way. On Instagram. Through DMs. Through a sales call. They are all fighting in the same feed, against an algorithm that has quietly made that fight more expensive every quarter. CAC keeps climbing. The platform keeps winning. The operator keeps paying to acquire the same customer again and again. This is a problem D2C solved years ago, and it's worth borrowing the lesson. Arindam Paul has made this point repeatedly: a brand on its own channel is always in a mode where it has to pay to acquire every customer. On a marketplace, once you earn category trust, the platform starts sending you customers organically. You stop renting attention and start owning a position. That's how you get off the treadmill. Indian travel operators don't have that option yet. There's no marketplace where a great regional trekking company can build a verified reputation, show up in search, accumulate real reviews, and convert intent that the funded players are creating, without burning cash on Instagram to do it. So here's the actual question, and it's the one I keep coming back to. The tailwind is already here. The funded players are already spending. The intent is already being manufactured. What's missing is the layer in between, the place where a traveller gains enough trust, clarity, and confidence to say yes, and where a small operator gets discovered for the quality of their trips rather than the size of their ad budget. That layer is the whole opportunity. Whoever builds it doesn't compete with the funded players. It makes them more valuable because every rupee they spend creating intent flows into a system that can finally convert it. Arindam Paul #traveltech #marketplaces #d2c
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Arindam Paul liked thisArindam Paul liked thisBe so busy learning at work, that you don't have time sharing your learnings on LinkedIn. P.S. not everyone is build in public God as Arindam Paul
Experience
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Angel Investor
Self-employed
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Summer Intern- Sales & Marketing
Vip Industries
Education
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Indian Institute of Management, Indore
Master of Business Administration (MBA) Business Administration and Management, General 3.33/4.33- Amongst Top 5% students of batch
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Activities and Societies: Quiz Club Secretary, Economics Club- Core Member
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NIT Surat
Bachelor of Technology (B.Tech.) Chemical Engineering 8.34/10, Amongst top 10% students of Batch
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Activities and Societies: Quiz club
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faculty h s school
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faculty h s school
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Licenses & Certifications
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Google Adwords
Google
Issued Expires
Volunteer Experience
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Teacher
Cognizant Outreach
- Present 11 years 1 month
Education
Teach elementary Maths to students of class 2-5
Skills
Publications
Honors & Awards
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Winner, Tata Crucible, Indore Round
Tata Group
Winner of the Indore Round of India's Biggest Quiz- Tata Crucible
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Runners- Up, Interrobang
ITC
Interrobang is ITC's flagship marketing case study competition. The case study was for the re positioning of Bingo Chips
Test Scores
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CAT-2011
Score: 99.33%ile
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IIT-JEE-2008
Score: AIR-7857
Languages
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Hindi
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Bengali
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Assamese
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English
Full professional proficiency
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