We, at Tellable, believe that influential ideas deserve an equally influential voice, and nothing underscored that belief more than our recent involvement in Innovate UK’s India Market Access Program supported by the world's largest innovation campus T-Hub, Hyderabad. This initiative stands as a gateway for UK-based Net Zero startups, equipping them with the insights and tools to navigate the uniquely diverse landscape of the Indian market.
The programme brought together mentors across critical areas, each ready to guide these ambitious startups through the unique challenges of doing business in India. Finance mentors tackled the complexities of managing finances in a new environment, covering essentials like GST and other regulatory requirements. Legal mentors helped the startups understand the specific legal frameworks they’d need to navigate to operate effectively in India, from compliance challenges to local regulatory considerations.
And then came cultural adaptation and communication where Tellable proudly stepped in.
Bridging innovation and cultural complexity
Each of these startups brought to the table ideas with the potential to redefine India’s journey toward Net Zero. Their solutions, from cutting-edge carbon-reduction technologies to innovations in renewable energy, were built with precision and vision. But as we took the stage during the communications workshop, for all their innovative expertise, their anxiety was palpable. Founders shuffled their notes, had their brows furrowed, and exchanged random glances.
A startup founder reported concerns over being deemed "outsiders" who didn’t understand local priorities. A CEO voiced concern over the "right words," saying, "I don’t know how to explain what we do without sounding technical. I fear they’ll just tune me out.”
These personalities were feeling unsure and even vulnerable to a market where relationships, indirect communication, and localised nuances hold the key to trust.
Transforming communication into confidence
The half-day workshop was designed to address these concerns head-on, and so we did.
We began by diving into the art of storytelling, showing them how, beyond merely describing a product, a story has the power to create connections, spark curiosity, and inspire action. We began by emphasising a fundamental shift in perspective: The customer is the hero of the story, and their challenges take precedence to the very solutions we create. We then dove deep into exploring how customers’ struggles, ambitions, and day-to-day realities can be understood and connected with, and how it should be at the heart of any brand messaging in simple, concrete words.
Finally, we introduced the highs and lows story structure, a framework (to be hyperlinked) that could influence any audience into taking action.
The second half of the workshop brought theory to practice. Each team zeroed in on their unique value proposition, taking Tellable’s insights and creating narratives that went beyond technical descriptions. Then and there, we saw participants taking an abstract message and making it concrete and emotional. They started showing, and not telling, that they are here to help industries take a meaningful step toward cleaner air, bringing out the human impact behind the science.
These were no longer descriptions of what their products did but stories of what they could solve.
Overcoming fear and finding Purpose
Our role there was to solve external problems, but it became evident that we also solved an internal, visceral one. The participants were breathing that much better now and looked completely self-assured. Through our workshop, their fear turned into confidence.
"The impact of storytelling to sell my firm's value is clear."
— Alvin Ernest, Head of Commercial & Energy Flexibility, Electric Miles Ltd.
"[I learned] what's not storytelling."
— Neeta Fernandez, Business Development Manager, Technobuilt
These startups now have not only the technology but the story to make a compelling case for change in India. And that matters because India’s journey to Net Zero isn’t just about policies and technologies, it’s about people. The rural communities waiting for renewable energy, the city residents needing cleaner air, and the industries that must adapt to global standards: all these stakeholders need champions who communicate with clarity and empathy.
For Tellable, participating in T-Hub and Innovate UK’s India Market Access Program was an opportunity to guide and fuel real change. We witnessed firsthand the transformation of UK startups as they embraced the powerful role of storytelling in businesses, and thereby their own roles in the Net Zero mission.
Interested in empowering your startup with business storytelling?
Comments