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