Start-up strategy: CEOs handle brands via Twitter

Indian start-up founders are increasingly using Twitter to burnish both their personal and company brands, reach millions of young customers and even recruit talent.

Indian start-up founders are taking a leaf out of Prime Minister Narendra Modi’s media playbook: They are increasingly using Twitter to burnish both their personal and company brands, reach millions of young customers and even recruit talent.

And unlike Modi, entrepreneurs such as Vijay Shekhar Sharma of Paytm, Sachin Bansal of Flipkart and Deepinder Goyal of Zomato are also taking potshots at rivals on social media, writing about their views on a wide range of topics and selectively displaying aspects of their personalities especially by posting photos.

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