Laws of Hype Creation : How Comet engineered Hype to build 167 cr Sneaker brand?

Check out Odoo: https://www.odoo.com/r/5bM 👉Think School’s flagship Communication course with live doubt sessions : https://thethinkschool.com/sp/communication-masterclass/ 👉 Who would you like to see next on The Indian Business Podcast: https://forms.gle/37daEPEy7mAzhvv29 Check out Comet: https://www.instagram.com/thecometuniverse/?hl=en 👉Video Introduction What does it really take to build a brand that can compete with global giants? Most people believe it's all about having deep pockets, celebrity endorsements, or a massive marketing budget. But Utkarsh, Founder of Comet, believes the biggest advantage isn't money. It's understanding your customers better than anyone else. In this episode, we unpack some of the biggest lessons behind building a modern consumer brand, including: • Why global sneaker brands struggle to win over Indian consumers • How Comet built a premium brand from scratch • The psychology behind pricing, branding, and customer loyalty • What founders get wrong while building consumer businesses • The future of Indian brands in a global market We also dive into Utkarsh's journey from Bain and Hotstar to Kellogg School of Management, and why he chose to leave a successful corporate career to build Comet. Along the way, he shares practical insights on product design, storytelling, distribution, hiring, and building a brand that customers genuinely love. Whether you're an entrepreneur, marketer, founder, or simply someone interested in business and branding, this conversation is packed with actionable lessons that will change the way you think about building products, brands, and businesses. Let's get started. Chapters 00:00 - Intro 03:10 - Why He Left a High-Paying Career for a Startup 07:11 - Why Sneakers Feel Addictive 09:37 - How Comet Found the Gap 13:27 - Building Comet from Zero Demand 20:00 - Why Brands Fail on Instagram 29:48 - How Comet Cracks Instagram 32:49 - How Comet Picks Winning Designs 39:02 - How Comet Knows What's Cool 42:57 - Can Other Brands Copy Their Products? 52:04 - Unit Economics & Pricing 01:01:02 - Comet's Community Playbook 01:06:43 - How Comet Rewards Early Fans 01:12:20 - How He'd Build Veeba Today 01:18:08 - Mistakes Every Sneaker Founder Should Avoid 01:22:13 - Why Is It Called "Comet"? 01:23:45 - Outro Our must watch must episodes: 1. Super You's EPIC ₹100 Crore Blueprint: INSANE Marketing SECRETS Nobody Talks About! IBP 46 https://youtu.be/G8UK7WcdF1Y 2. 100x Your Brand in 60 Minutes with These PROVEN Tactics https://youtu.be/H088ypbYuDw 3. OYO's Insane rise & Bankruptcy! ft. Ritesh Agarwal https://youtu.be/TdQ2UD-U9rQ?si=KC7mU1SAf4zvV8MA 4. How to Build a clothing brand and make 500crores in India? https://youtu.be/Vwl6ZETAf9s 5. Why is Boult still bootstrapped? ft. Varun Gupta https://youtu.be/iH8IrBG4csM?si=W-EGheLcDjxX8fd- ✅Study Materials: Think School is a Digital School that we all deserved, but never had ►►Check out Think School's Online courses: https://www.thethinkschool.com #ThinkSchool #Branding #Business #Marketing #Startups #ConsumerBrands #Sneakerhead #Podcast