# Laws of Hype Creation : How Comet engineered Hype to build 167 cr Sneaker brand?

Page: https://stenobird.com/podcast/indian-business-podcast-6894337/laws-of-hype-creation-how-comet-engineered-hype-to-build-167-cr-sneaker-brand
Text version: https://stenobird.com/podcast/indian-business-podcast-6894337/laws-of-hype-creation-how-comet-engineered-hype-to-build-167-cr-sneaker-brand.md
Podcast: [Indian Business Podcast](https://stenobird.com/podcast/indian-business-podcast-6894337)
Published: 2026-06-28T08:15:57+00:00
Episode link: https://podcasters.spotify.com/pod/show/thinkschoolibp/episodes/Laws-of-Hype-Creation--How-Comet-engineered-Hype-to-build-167-cr-Sneaker-brand-e3lcban
Audio file: https://anchor.fm/s/f4e896f4/podcast/play/122088215/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-5-28%2F426958486-44100-2-1a2cf7f398428.mp3
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Duration seconds: 5064

## Resource

What does it really take to build a brand that can compete with global giants?Most people believe it's all about having deep pockets, celebrity endorsements, or a massive marketing budget. But Utkarsh, Founder of Comet, believes the biggest advantage isn't money. It's understanding your customers better than anyone else.In this episode, we unpack some of the biggest lessons behind building a modern consumer brand, including:• Why global sneaker brands struggle to win over Indian consumers• How Comet built a premium brand from scratch• The psychology behind pricing, branding, and customer loyalty• What founders get wrong while building consumer businesses• The future of Indian brands in a global marketWe also dive into Utkarsh's journey from Bain and Hotstar to Kellogg School of Management, and why he chose to leave a successful corporate career to build Comet.Along the way, he shares practical insights on product design, storytelling, distribution, hiring, and building a brand that customers genuinely love.Whether you're an entrepreneur, marketer, founder, or simply someone interested in business and branding, this conversation is packed with actionable lessons that will change the way you think about building products, brands, and businesses. Check out Odoo: https://www.odoo.com/r/5bM 👉Think School’s flagship Communication course with live doubt sessions :https://thethinkschool.com/sp/communication-masterclass/ 👉 Who would you like to see next on The Indian Business Podcast: https://forms.gle/37daEPEy7mAzhvv29Check out Comet: https://www.instagram.com/thecometuniverse/?hl=en

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