Brand is a Perception of the Customer: The Power of Perception

In today’s fiercely competitive world, a brand is not just a name, a logo, or a catchy tagline—it is the story customers believe in. It is built on trust, relentless consistency, and deep emotional connections. The brands that thrive are those that embed themselves in people’s hearts, transforming everyday businesses into legends.

India, a land of dreamers and disruptors, has given birth to over 100 unicorns—each of them a testament to resilience, vision, and the power of perception. These companies weren’t just businesses; they were revolutions that changed how people think, work, and live. Let’s dive into the awe-inspiring journeys of some of India’s most iconic unicorns and see how they shaped their brand perception to become household names.

1. Byju’s: From a Small Classroom to a Learning Revolution

Byju Raveendran, a teacher with an extraordinary vision, started by coaching students in small classrooms. He believed that learning wasn’t just about exams—it was about curiosity, confidence, and unlocking potential. But in its early days, online education was met with skepticism. Could an app replace traditional coaching? Could digital learning be trusted?

Byju’s shattered these doubts by building a brand that stood for quality, success, and ambition. With high-profile brand ambassadors like Shah Rukh Khan and a laser focus on student success, it became more than just an edtech company—it became a symbol of aspiration. Today, valued at over $22 billion, Byju’s is proof that when you earn trust, you build an empire.

2. Zerodha: Disrupting an Industry with Unshakable Trust

In a world where brokerage firms thrived on hidden fees and complex structures, two brothers, Nithin and Nikhil Kamath, dared to dream differently. They wanted to empower the everyday Indian investor, making trading simple, transparent, and fair. But how do you convince a country used to opaque financial dealings that a zero-commission model could be real?

The answer: Unwavering honesty and relentless education. Zerodha didn’t just promise transparency—it proved it. Through initiatives like Varsity, a free financial education platform, and a user-friendly interface, it built a brand that symbolized trust and empowerment. Today, with over 10 million clients and a valuation of nearly $2 billion, Zerodha has redefined what a financial brand should be—a partner, not a middleman.

3. OYO: Turning Budget Stays into Aspirational Experiences

When Ritesh Agarwal launched OYO, budget hotels in India had a terrible reputation—dirty, inconsistent, unreliable. People scoffed at the idea of standardizing and branding them. Who would trust a startup to redefine hospitality?

Ritesh faced rejection, doubt, and failures, but he believed in a different future. Through sheer persistence, cutting-edge technology, and bold branding, OYO turned these once-ignored hotels into affordable yet premium experiences. The result? Millions of travelers found comfort, reliability, and affordability—all under one name: OYO. Despite market challenges, OYO peaked at a valuation of over $10 billion, proving that perception isn’t just built—it’s fought for.

4. Dream11: Making Fantasy Gaming a National Passion

Once upon a time, fantasy gaming in India was dismissed as gambling, a legal grey area with no real future. Harsh Jain and Bhavit Sheth refused to accept this narrative. They knew that fantasy gaming was about strategy, skill, and the love of sports—and they set out to change India’s perception.

By aligning with cricket, India’s greatest passion, and partnering with the IPL, Dream11 made its mark. It educated users, built credibility, and positioned itself as an arena for thinkers, not gamblers. Today, Dream11 is valued at around $8 billion, proving that when you change minds, you change destinies.

5. Nykaa: Redefining Beauty and Confidence in India

When Falguni Nayar left her high-profile banking career to start Nykaa, people questioned her decision. Could an online beauty marketplace really thrive in a country where customers preferred physical stores? Would Indian women trust a digital beauty advisor?

Falguni’s answer was simple: Trust through authenticity. Nykaa became the ultimate beauty destination, not just for products but for guidance, education, and empowerment. With premium brands, influencer-driven content, and personalized shopping experiences, it built a perception of exclusivity and reliability. From an e-commerce platform to a billion-dollar IPO success, Nykaa proved that when you inspire confidence, you build an unshakable brand.

The Ultimate Lessons: How to Build a Brand That Lives in People’s Hearts

1. Trust is the Foundation of Everything

People don’t buy products; they buy trust. Zerodha, Byju’s, and Nykaa built brands customers could rely on. The moment your audience believes in you, success is inevitable.

2. Consistency Creates Legends

A brand is only as strong as its weakest experience. OYO and Nykaa won because they delivered the same excellence, every time, everywhere.

3. Emotional Connection Wins Battles

A great brand isn’t just functional—it’s deeply personal. Dream11 and Byju’s tapped into dreams, aspirations, and emotions, making customers feel like part of something bigger.

4. Word-of-Mouth is the Real Marketing

No advertisement is more powerful than a recommendation. Zerodha’s rise was fueled by traders who believed in its honesty and simplicity.

5. Adapt and Reinvent Relentlessly

The best brands don’t just evolve—they lead the change. Nykaa expanded from online to offline, OYO adapted its model to different markets, and Dream11 continuously redefined engagement.

Conclusion: Perception is Power

At its core, branding is not about what you say—it’s about what people believe. The greatest Indian unicorns weren’t built on marketing gimmicks; they were built on trust, persistence, and a deep understanding of human psychology.

So, whether you’re an entrepreneur, a business leader, or a dreamer with an idea—remember this: Your brand is your story, and your story is what people believe about you. Shape it well, fight for it, and the world will follow.