Ever wondered how some brands in India go from “Who are they?” to “I see them everywhere!” overnight? Spoiler alert: it’s not luck or paid ads alone. It’s a smart social media strategy mixed with timing, personality, and a deep understanding of people.
India’s fastest-growing brands have mastered the art of being relatable yet remarkable online. They don’t just post for attention; they build connections that make people stick around.
Let’s uncover what exactly these brands are doing differently and how you can borrow a few of their tricks.
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1. They Don’t Just Post, They Tell Stories
( Source – growthganik.com )
Big brands have realised that shouting “Buy now!” on every post is a one-way ticket to the mute button. Instead, they tell stories that make people feel something.
For example:
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Zomato makes food content fun and witty.
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Tanishq shares emotional stories around Indian culture and celebrations.
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Fevicol uses nostalgia and humour to keep people hooked.
Key Takeaways:
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Share relatable experiences, not just product photos.
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Show the human side of your brand, such as your team, journey, or even mistakes.
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People remember stories, not sales pitches.
Click here: 3-Content Formula That Generates Leads from Social Media Every Week
2. They Know Their Audience Inside Out
The fastest-growing brands don’t post blindly. They understand who’s watching. They track what their followers love, comment on, and share, then create content that fits perfectly.
Here’s a quick snapshot of how they do it:
| Brand | Target Audience | Content Focus | Result |
|---|---|---|---|
| Boat | Gen Z & Millennials | Music, lifestyle, humour | Strong brand personality |
| Mamaearth | Young parents & skincare lovers | Honest product reviews, sustainability | High trust and engagement |
| Swiggy | Urban foodies | Humorous, trend-based reels | High recall and relatability |
Pro Tip: Your audience data is your social media treasure map. Use it wisely.
3. They Balance Trends and Authenticity
Trends are fun, but overdoing them can make your brand look like it’s trying too hard. Successful brands use trends smartly without losing their original voice.
What They Do Differently:
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Pick only trends that align with their tone.
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Add a creative spin instead of copying.
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Avoid trends that clash with brand values.
Example: When Swiggy uses trending audio, it always connects back to food or the delivery experience. That’s clever, not random.
Note: Authenticity never goes out of trend.
4. They Build Communities, Not Just Follower Counts
Fast-growing brands treat their followers like people, not metrics. They make their audience feel like part of a tribe.
How They Do It:
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Run polls, quizzes, and “caption this” challenges.
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Reply to comments like a friend, not a corporate bot.
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Encourage user-generated content (UGC).
Example: The Souled Store often features fan art and customer photos wearing their products. It’s simple but powerful community marketing.
Quick Tip: Engagement is not just about likes; it’s about conversations.
5. They Embrace Imperfection
Perfectly polished photos are old news. Today, people want realness. Brands that show their human side win hearts and followers.
Why It Works:
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Audiences trust brands that show flaws or behind-the-scenes moments.
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It creates emotional connection and relatability.
Example: Nykaa often shares raw, real customer stories instead of staged ones.
Fact Flash: 86% of people prefer authentic brands over perfect ones, according to Sprout Social.
6. They Use Data Smartly (Without Sounding Robotic)
Social media analytics isn’t just about numbers. It’s about understanding patterns. Top brands use this data to tweak their strategy while keeping their creativity intact.
They Focus On:
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Which posts get the most engagement?
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At what times is their audience is most active?
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What type of content leads to actual sales or sign-ups?
Jargon Simplified: Analytics means the report card of your posts.
Pro Tip: Use numbers to guide creativity, not replace it.
7. They Collaborate Smartly
( Source – socialchamp.com )
Influencer marketing is everywhere, but only the smart brands do it right.
What Makes Their Collaborations Work:
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They choose influencers whose audience matches theirs.
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They focus on authenticity, not just reach.
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They give creators creative freedom.
Example: Mamaearth partners with mom bloggers and skincare creators who actually use their products, creating trust and genuine recommendations.
Pro Tip: A micro-influencer who truly believes in your product can do more for you than a celebrity who doesn’t.
8. They Experiment A Lot
Social media is like a lab. What works today may flop tomorrow. The fastest-growing brands are not afraid to test new formats and ideas.
How They Experiment:
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Try new platforms early, such as Threads or YouTube Shorts.
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Test different captions, visuals, and video lengths.
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Blend humour with education.
Example: Amul keeps its marketing fresh by responding to daily news with creative topical posts.
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Conclusion
What truly separates India’s fastest-growing brands from the rest is not a secret formula. It’s consistency, clarity, and connection. They don’t just post; they communicate. They don’t chase followers; they build loyalty.
If you want to grow your brand on social media, start small but stay consistent. Be human, be relatable, and always keep learning. The internet rewards those who know how to blend logic with a little bit of laughter.
