Contact

How to Get Media Coverage for Your Tech Startup in India

Getting media coverage can make a big difference for a tech startup, helping you win investor interest, attract customers, and build trust quickly. Here’s a step-by-step guide to winning press coverage for your Indian tech company—covering what journalists look for, how to pitch, and how to maximize your impact.

1. Understand What Makes a Newsworthy Tech Story

Indian journalists and media look for stories that are relevant and interesting to their audience. Make sure your story has at least one of these elements:

  • A real innovation or unique technology
  • Solves an important problem
  • Involves funding, big partnerships, or rapid growth
  • Ties to major trends (e.g., AI, fintech, edtech, climate tech)
  • A compelling founder journey or vision

Tip: Avoid making your pitch just about a product launch unless it’s truly exciting or ground-breaking.

2. Get Your Basics Ready

Before reaching out to any media, prepare:

3. Build Your Media List

Find the right journalists and outlets that cover Indian tech news:

4. Craft a Great Pitch Email

Keep your email short, direct, and tailored to each journalist:

Subject: [Startup Name] raises [funding] to solve [problem] for [customers]

Hi [Journalist Name],

I’m [Your Name], founder at [Startup], which helps [Indian target audience] with [problem] using [your tech].

We just [news: launched/raised funding/partnered with X], and thought this might interest your readers at [Publication].

Would you like more details or to speak with me?

Best,  

[Your Name]  

[Contact Info]

5. Timing and Follow-Ups Matter

  • Reach out early in the day (Monday to Thursday).
  • Don’t blast; send to 5-10 relevant journalists first, then expand if needed.
  • If you don’t hear back in 3-4 days, send a polite follow-up.

6. Offer Value, Not Just Promotion

Journalists like experts, not ads. Offer:

7. Leverage Social Media and Events

  • Share your press mentions on LinkedIn and Twitter—help journalists gain visibility too.
  • Tag relevant publications and journalists.
  • Attend Indian startup events, demo days, and accelerators—many journalists track these for stories.

8. Track, Respond, and Build Relationships

  • Respond quickly to journalist queries—help them meet their deadlines.
  • Be honest if you can’t share something.
  • Thank journalists for coverage (privately or on social media), but never ask for story edits unless there’s a factual mistake.

9. Common Mistakes to Avoid

Tools and Resources

  • Use media database tools like Muck Rack, Press Hunt, or LinkedIn for direct journalist contacts
  • Maintain a press room or ‘Media’ page on your website for easy downloads
  • Monitor competitor coverage for new journalist leads

Example: Success Story

When a Pune-based SaaS startup secured its first big Indian B2B client, they pitched the story not as a customer win but as a sign that Indian SMEs are speeding up tech adoption. By offering data, local quotes, and a practical case study, they were featured in YourStory, Economic Times, and several regional tech sites—leading to more business leads and social media buzz.

Getting media coverage in India is all about relevance, timeliness, and making things easy for journalists. Think like their reader, provide value, and stay persistent. Consistent effort pays off—not just for your company’s visibility but also for building your standing as a thought leader in the tech startup ecosystem.