How Indian B2B Startups Can Get Featured in Business News (Without a Big PR Budget
In 2025, media coverage isn’t just a credibility booster—it’s a business driver.
For Indian B2B startups, especially those competing in enterprise SaaS, logistics, fintech, deeptech, or AI services, getting featured in top-tier business publications (like Economic Times, YourStory, Inc42, or Mint) is no longer a vanity play.
It’s a visibility unlock that can help drive:
- Investor interest
- Partnership credibility
- Organic SEO authority
- Talent acquisition
- Top-of-funnel demand
But here’s the catch: most founders either underestimate PR or think it’s something only Series A+ startups can afford. That’s far from true—you don’t need a giant PR budget to get press coverage.
You just need the right story, timing, and strategy.
Let’s break down how Indian B2B startups can actually land media features—organically, affordably, and repeatedly.
Why B2B Startups Struggle with Media Visibility
B2B brands often believe that their work is “too boring” for the media.
The truth?
Journalists aren’t looking for buzzwords. They’re looking for impact. And B2B startups often have better stories than they think—especially when solving real-world problems at scale.
Common reasons for low media visibility:
- No clear media narrative beyond product specs
- No data to support traction or credibility
- Inconsistent outreach (or poor timing)
- Pitching the wrong journalists
What Business Reporters Actually Want
If you’re targeting publications like Business Standard, Forbes India, or Financial Express, you need to understand the editorial lens:
What Startups Think Media Wants | What Media Actually Wants |
Product launches | Market-first innovation or category creation |
Funding news | Strategic implications of funding (e.g. market moves) |
Founder’s story | Founder’s POV on macro trends or policy shifts |
New client wins | Industry impact, shift in buying behaviour, data trends |
Pro tip: Journalists don’t write about companies. They write about stories, with your company as the hook.
Five Ways to Get Your B2B Startup in Business News
1. Turn Insights Into Thought Leadership
If you’ve built for India’s MSMEs, solved cross-border logistics, or helped enterprises go net-zero, don’t just talk about it in sales decks—write about it.
- Draft opinion pieces or trend analyses
- Share India-specific data or user patterns
- Offer to comment on industry stories from a founder POV
Publications like YourStory, Inc42, and BW BusinessWorld regularly accept op-eds and founder perspectives.
2. Use Data as a Story Engine
Nothing excites business media more than original data.
If your platform serves 500+ B2B clients, chances are you’re sitting on:
- Usage trends
- Adoption shifts
- Buying behavior post-COVID or post-UPI
- Regional differences
Turn those insights into visual reports, indices, or benchmarks. You’ll become a go-to source for journalists covering your sector.
Example: Leverage first-party platform data to share insights like:
“90% of SME buyers in Tier-2 India now prefer WhatsApp-based invoicing.”
3. Tie Your Startup to Larger Economic or Policy Trends
Business journalists love stories that align with:
- Government policies (ONDC, Make in India, DPI)
- Global trade shifts
- Sectoral digitization (BharatNet, Digital Health Stack)
- Financial inclusion
If your SaaS or services product empowers these ecosystems, that’s a headline waiting to happen.
4. Build a Targeted Journalist List
Skip mass email blasts. Instead:
- Identify 5–7 journalists covering B2B, fintech, SaaS, etc.
- Follow and engage with them on LinkedIn/X
- Reference their recent work in your pitch
Relationship-first PR works better than spray-and-pray.
5. Leverage Strategic PR Partners (Only When Ready)
If you don’t have time or expertise to pitch yourself, hire a PR partner—but one that understands:
- Business and tech media nuances
- How to turn metrics into media language
- How to protect your reputation, not just chase coverage
Look for agencies that are founder-first, not fee-first.
(Like AtomComm—we help B2B brands get seen by the right people, in the right publications.)
Real Results: What a Single Business Feature Can Do
Based on AtomComm’s internal client data (2024–2025):
Metric | Before Feature | After Feature (within 30 days) |
LinkedIn followers (founder) | +6% | +24% |
Investor replies (outreach) | 1.2% | 5.9% |
Website traffic (direct/referral) | +18% | +63% |
Inbound leads from enterprise buyers | +2–5/month | +12–20/month |
You don’t need to be everywhere. You need to be in the right place, once or twice, very well.
Indian B2B founders: You already have the hard part figured out—building for India’s deepest problems.
Now it’s time to make sure people hear about it.
Because in a noisy, VC-fueled market, the startups with the sharpest narratives win.
Not the loudest ones.
Want help crafting your media strategy?
Book a free PR consult for your B2B brand at atomcomm.in
Let’s help you become a headline others wish they had.