How to Get Your First 100 Customers in India

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getting your first 100 customers is one of the most challenging and crucial milestones for any startup. It’s not just about sales — it’s about validation, learning, and building momentum.
In India, with its diverse population, price-sensitive consumers, and growing digital adoption, the approach to acquiring those early customers must be thoughtful, frugal,how to get your first 100 customers in India, and value-driven.
Here’s a step-by-step guide based on strategies that have worked for Indian startups across sectors.

1. Know Your Ideal Customer Profile (ICP)
Before marketing, selling, or building, define your niche:
Who are you solving for? (age, income, location)


What problem are you solving?


Why would they switch from alternatives?


Example: If you’re building a SaaS tool for small businesses, target Kirana store owners or local freelancers in Tier 2 cities — not everyone with a laptop.
Action Tip: Write down 2–3 sample customer personas and focus all your efforts around them.

2. Leverage Personal Networks (Friends, Family, Alumni)
Your first customers often come from people you already know. They may not be the final market, but they are a starting point.
Post on your personal WhatsApp, Facebook, and LinkedIn


Ask for referrals


Offer early access or a special deal


Example: Mamaearth co-founders started with their personal network of moms to promote toxin-free baby products.
Action Tip: Send direct messages to 30 people asking if they (or someone they know) would try your product.

3. Offer a Clear Value Proposition + Free Trial
In a competitive Indian market, people want value upfront. Offer:
A free trial or freemium plan


A “first order free” or “pay only if satisfied” deal


Lifetime discounts for early adopters


Example: Dunzo offered free delivery in its first few months to hook local customers before charging.
Action Tip: Run a 7-day free trial with clear CTA (“Try it free — no credit card”).

4. Go Hyperlocal (Start Small)
Rather than targeting all of India, focus on one area or city. This builds trust and allows faster iteration.
Run local Facebook/Instagram ads


Collaborate with neighborhood influencers


Attend offline events or exhibitions


Example: UrbanClap (now Urban Company) started in a few South Delhi colonies to test service quality before scaling nationally.
Action Tip: Pick one neighborhood or city, get 10–20 solid testimonials, then expand.

5. Use WhatsApp as a Sales Channel
In India, WhatsApp is king. It’s informal, trusted, and easy to use:
Create a business account


Share product demos, offers, and customer feedback


Set up quick reply buttons and catalogs


Example: Several D2C brands got their first customers entirely through WhatsApp groups and broadcast lists.
Action Tip: Create a “Customer Feedback” WhatsApp status or story to build trust.
6. Partner with Micro-Influencers & Niche Communities
Don’t chase Bollywood stars. Collaborate with niche influencers — food bloggers, tech reviewers, parenting groups, etc.
Gift products for reviews


Offer affiliate links or revenue share


Join niche Telegram, Reddit, and Facebook communities


Example: boAt partnered with budget tech YouTubers to reach price-conscious youth.
Action Tip: Find 10 influencers with <50K followers and send them your product or pitch.

7. Run Low-Budget Targeted Ads (₹200–₹500/day)
Platforms like Meta Ads (Facebook + Instagram) and Google Ads allow tight targeting.
Use interest, location, and behavior filters


Promote testimonials, not just product shots


A/B test small campaigns


Example: Several startups in Tier 2 cities used Instagram Story ads with ₹300 budgets to drive their first sales.
Action Tip: Run a ₹500 ad targeted to your city + age group + interest for 2 days. Measure clicks and DMs.

8. Talk to Every Customer — And Ask for Referrals
Your first 100 customers aren’t just sales. They are your testers, marketers, and ambassadors.
Call them for feedback


Offer referral discounts


Share their testimonials on social media


Example: Zerodha founders spoke to hundreds of traders personally before productizing everything.
Action Tip: For every customer, ask: “Would you refer one friend if you liked our service?”

Bonus: Document the Journey
People love watching brands grow. Share:
Behind-the-scenes on Instagram


Mistakes and lessons on LinkedIn


Weekly updates on Twitter or Substack


Building in public builds trust — and attracts early customers who root for you.

Final Thoughts
Your first 100 customers are the hardest — but they’re also the most important. Focus on trust, not transactions. Offer real value, show up consistently, and build relationships, not just reach.
In India, word of mouth travels fast — if your first 100 are happy, your next 1,000 will come sooner than you think.