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What Indian Media Really Wants from Startup Founders in 2025

Why Your Startup Pitch Gets Ignored

As of July 10, 2025, India’s startup ecosystem is thriving, with over 200,000 startups and 250 unicorns projected by 2025, creating 3.25 million jobs (TICE, 2023). Yet, founders often face a harsh reality: 70% of media pitches are ignored by journalists (Pesti.io, 2023). In a $2.68 trillion Indian media and entertainment (M&E) sector growing at 7.2% (EY, 2025), getting noticed is tougher than ever. Atom Communication, a digital marketing observer, notes, “Journalists want stories, not sales pitches.” This blog dives into what Indian media—spanning digital platforms, print, and TV—craves from startup founders in 2025, offering a journalist’s perspective, founder-focused strategies, and pitch examples to secure coverage. Plus, grab a free downloadable media pitch template to craft pitches that stick.

The Challenge: Breaking Into India’s Media Landscape

A hypothetical Bengaluru-based fintech startup, launched in 2024, struggled to gain traction despite a promising product. Their challenges:

  • Generic Pitches: Press releases lacked unique angles, blending into 15,000+ stories published by outlets like Inc42 (Inc42, 2025).
  • No Media Relationships: Founders had no journalist connections, missing the 80% of coverage driven by existing networks (Leapfrog, 2023).
  • Irrelevant Stories: Pitches ignored India’s mobile-first audience, with 82% of M&E consumption on apps (EY, 2025).
  • Timing Issues: Launches clashed with major news cycles, reducing visibility.

With 79% of Indian marketers prioritizing brand awareness (Cognism, 2025), founders need to align with what journalists value to stand out.

What Indian Media Wants: A Journalist’s POV

Indian journalists, from platforms like Inc42 to The Times of India, prioritize stories that resonate with their digital-first, mobile-savvy audience. Here’s what they seek in 2025, based on industry insights:

1. Compelling, Human-Centric Stories

  • What They Want: Narratives over product specs. 67% of journalists prefer founder stories or customer impact over technical details.
  • Example: Zomato’s coverage often highlights Deepinder Goyal’s journey, not just app features (YourStory, 2025).
  • Pitch Tip: Frame your startup as solving a real problem, e.g., “How our fintech app saved 1,000 families from loan traps” (hypothetical).

2. Timely, Trend-Aligned Angles

  • What They Want: Stories tied to trends like GenAI, quick commerce, or regional content, with 60% of TV/OTT content being regional (StartupIndia, 2025).
  • Example: Invideo’s AI video platform gained traction by aligning with the AI-generated content boom (Inc42, 2025).
  • Pitch Tip: Link your story to 2025 trends, e.g., “Our startup’s AI chatbot boosts regional e-commerce” (hypothetical).

3. Data-Backed Claims

  • What They Want: Credible metrics, as 80% of journalists require stats or proof.
  • Example: PharmEasy’s coverage highlighted commission-based revenue models, backed by user data (DigitalVidya, 2024).
  • Pitch Tip: Include numbers, e.g., “Our app grew user retention by 25% in six months” (hypothetical).

4. Exclusive or Fresh Angles

  • What They Want: Unique scoops, as journalists prioritize ‘original enough’ stories.
  • Example: The Quint’s mobile-first news approach gained coverage for its novelty.
  • Pitch Tip: Offer exclusives, e.g., “First look at our blockchain-based payment system” (hypothetical).

5. Personal Connections

  • What They Want: Relationships over cold emails. 80% of journalists favor pitches from known contacts (Leapfrog, 2023).
  • Example: Ola’s media buzz grew through founder Bhavish Aggarwal’s direct journalist outreach.
  • Pitch Tip: Get warm intros via platforms like LinkedIn or events like T-Hub 

Pitch Examples That Win in 2025

Here are two pitch templates tailored for Indian media, inspired by best practices:

Pitch Example 1: Fintech Startup (Trend-Aligned)

Subject: How Our Fintech App Taps India’s Quick Commerce Boom
Hi [Journalist Name],

I loved your Inc42 piece on quick commerce trends. Our Bengaluru-based fintech, [Startup Name], is riding this wave by offering instant micro-loans for Gen Z shoppers, with 50,000 users in six months. Our unique angle: 80% of loans are repaid via UPI, aligning with India’s digital payment surge (PwC, 2024).

Happy to share exclusive data or arrange a chat with our founder. Here’s a press kit with visuals and stats: [Link].

Best,
[Your Name], [Startup Name]

Why It Works: Ties to quick commerce trend, includes stats, and offers exclusive assets.

Pitch Example 2: EdTech Startup (Human-Centric)

Subject: Our EdTech Startup Empowers 10,000 Rural Students
Hi [Journalist Name],

Your YourStory article on education startups was inspiring. Our [Startup Name] is transforming rural learning with affordable AI tutors, impacting 10,000 students across Tier II cities. One student’s story: Priya, a 16-year-old from Patna, aced her exams using our platform.

Can I send her story or connect you with our CEO? Press kit: [Link].

Best,
[Your Name], [Startup Name]

Why It Works: Highlights human impact, targets regional focus, and personalizes outreach.

Strategies for Founders to Get Noticed

  1. Build Relationships Early: Attend events like Inc42’s D2CX or T-Hub to meet journalists. 80% of coverage comes from trusted networks.
  2. Craft Mobile-First Stories: With 82% of M&E consumption on mobile apps, focus on digital-friendly formats like short videos.
  3. Leverage Data: Include metrics, as 80% of journalists need proof (Pesti.io, 2023). Example: Meesho’s 2M seller milestone fueled coverage.
  4. Time Your Pitch: Avoid major news cycles; follow-ups the day before launch boost success.
  5. Use Regional Angles: With 60% of OTT content regional, pitch local impact, e.g., “Our app supports Tamil-speaking users”.

Why It Matters in 2025

India’s 900 million internet users (WSCubeTech, 2024) and digital media’s 32% M&E revenue share (EY, 2025) make media coverage a game-changer for startups. Journalists want authentic, trend-aligned, data-backed stories that resonate with India’s mobile-first audience. By avoiding generic pitches and building relationships, founders can turn ignored emails into headlines. Atom Communication’s Free Media Pitch Template helps craft pitches that Indian media love