Description
On National Startup Day, Razorpay shifted its brand voice from a backend utility to a visionary architect of India’s digital economy. Addressing a systemic crisis—that 90% of Indian startups fail within five years—Razorpay identified the no. 1 reason for this collapse: a lack of Product-Market Fit. While others celebrated ambition, Razorpay chose a bolder narrative: India doesn't lack startups; it lacks the right ones. We engineered "Fix My Itch," an AI-driven platform that converts millions of unstructured social media rants, on-ground insights, and direct submissions into validated business briefs. Through the "Itch Index," we quantified these frustrations by Severity, Frequency, Market Whitespace, and Total Addressable Market (TAM). By indexing 15,000+ real-world problems as a free public resource, Razorpay replaced founder guesswork with a data-validated roadmap. This strategic pivot redefined the brand as a foundational partner in the success of the ecosystem.
