How we sold, branded, and distributed before the balance sheet became the story
24 essays in five volumes — category creation, grassroots spectacle, digital firsts, PR wins, exports, and speakership.
Building Su-Kam: Sales, Brand & Distribution
An inverter company wins in the market before it wins in the newspaper.
This series is the go-to-market memoir Su-Kam never had as a single shelf. Not product specs. Not insolvency law. The question it answers is simpler: how did a workshop with Rs 10,000 become a brand India could name, export to ninety countries, and debate on India Today’s cover?
The answer is not one campaign. It is a stack of bets — treating an inverter like a consumer brand, painting SU-KAM on highway dhabas, floating logos on Kashmiri shikaras, making India’s first inverter YouTube channel when hoardings were still the default, building a 143,000-member Facebook family, winning Walmart Easyday, and walking onto TiE stages until the founder became the category’s public voice.
How to read
- Volume I — Category and brand creation in India (Parts 1–5)
- Volume II — Grassroots and spectacle marketing (Parts 6–10)
- Volume III — Digital firsts: YouTube and Facebook (Parts 11–15)
- Volume IV — PR, enterprise wins, and proof (Parts 16–20)
- Volume V — Export network and speakership brand (Parts 21–24), plus the Speaker Series companion
Volume I — Category & brand creation
- Part 1: Rs 10,000 → first branded inverter
- Part 2: Inverter vs generator — category creation
- Part 3: Chic plastic body — consumer brand
- Part 4: Commercializing solar
- Part 5: Solar Man of India mission
Volume II — Grassroots & spectacle marketing
- Part 6: Dhaba boards across India
- Part 7: Kashmiri shikaras — floating billboards
- Part 8: Sales Ka Bazigar TV show
- Part 9: Power On Wheels demo van
- Part 10: Marketing team creation
Volume III — Digital firsts
- Part 11: Why I started YouTube
- Part 12: First inverter company on YouTube
- Part 13: Facebook solar community 143k
- Part 14: Facebook — 70 countries
- Part 15: Export stories via Facebook
Volume IV — PR, enterprise wins & proof
- Part 16: India Today Top 10 / Chic
- Part 17: India Today 2017 feature
- Part 18: Walmart Easyday win
- Part 19: Solar projects as marketing proof + Facebook archive
- Part 20: Technovations 2012 brand deck
Volume V — Export network & speakership brand
- Part 21: Nigeria export / dealer
- Part 22: Marriott 2011 eRevolution deck
- Part 23: TiE years — speakership brand
- Part 24: Public speaking craft
Companion rollup: Su-Kam awards & accolades. Product origin chapters overlap in the founding companion and Founding Parts 1–5. The CIRP end of the company is documented in The Manufacturing Mirage.
Founder of Su-Kam and Kunwwer.ai, and mentor at Su-vastika — the “Inverter Man of India” and the “Solar Man of India.” Read his story →
Disclaimer: Kunwer Sachdev exited Su-Kam in 2019 and is not responsible for any activity of the company since. Full disclaimer →