New Distribution Channels: The Startup Playbook to Beat the Giants
Setting the Stage
Year 2012. A sidekick appears briefly in the blockbuster movie Agneepath. Played by an unknown middle-aged actor, his screen time is so short you might miss him during a popcorn break. His name? Pankaj Tripathi.
Fast forward to 2023. Tripathi is now a household name, a lead actor in mainstream hits like OMG 2. His income rivals Bollywood A-listers, and he is a sought-after face for brand endorsements.
What changed? Not his talent—it was always there. What changed was distribution.
The Rise of Alternative Channels
Tripathi bypassed the traditional Bollywood ladder, leveraging OTT platforms like Mirzapur and Criminal Justice to showcase his craft. Platforms that didn’t exist a decade ago became his launchpad to challenge the dominance of Bollywood’s established names.
He’s not alone. Actors like Manoj Bajpayee and Jaideep Ahlawat have also risen through these alternative distribution channels, reshaping the entertainment industry’s rules.
The Startup Parallel
What OTT platforms did for Tripathi, new-age distribution channels have done for startups. These channels help challengers carve out niches, build their brand, and ultimately disrupt industries.
Examples?
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Physics Wallah: Started as a YouTube channel, later dominated test prep’s offline revenue pools.
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Mama Earth, Nykaa, Sugar, and Caratlane: Leveraged D2C channels to challenge traditional FMCG giants.
The Lesson: New Distribution Over New Products
For most startups, the game isn’t just about inventing something new—it’s about finding a distribution channel that traditional players ignore or undervalue. Once you’ve built strength there, go after the big boys.
This strategy—let’s call it the Pankaj Tripathi Model—is a proven playbook for success in today’s landscape.