Not Every Great Product Starts With Applause

Some of the biggest startup wins didn’t look like wins in the beginning. They looked like crickets.

In this edition of Fail Forward, we explore 3 real product launches that flopped on release — but later exploded after the founders made critical shifts.

Each of these stories holds a ₹1Cr+ lesson for any builder who feels like giving up too soon.

🚫 Launch #1: KUKU FM – The First Audio Product Nobody Wanted

What Went Wrong:

• Initially launched as a podcast aggregation app.
• Focused on high-quality audio, but had no original content.
• Poor traction, high uninstall rates.

The Pivot:

• Switched focus to vernacular audio content — Hindi, Marathi, Tamil.
• Invested in regional storytelling, self-help, and education content.

The Result:

• Today has 2M+ paid users, 4Cr+ downloads.
• Built a new category of regional audio learners.

Lesson: Don’t just launch what’s trending. Launch what’s culturally aligned and underserved.

🚫 Launch #2: InstaMojo – From Social Store to India’s Payment Lifeline

What Went Wrong:

• Started as a tool to help creators sell via social links.
• Early traction was weak — few understood how to use it.

The Pivot:

• Doubled down on payment infrastructure for small businesses.
• Added tools like payment links, store builders, and analytics.

The Result:

• Serves over 2M+ small businesses.
• One of India’s most successful bootstrapped fintech players.

Lesson: When your first user base doesn’t adopt — find the real use case behind the feature.

🚫 Launch #3: Zomato Gold – Initial Pushback, Later Obsession

What Went Wrong:

• First launch of Zomato Gold in India faced backlash from restaurant partners.
• Many thought it was eroding profits.

The Pivot:

• Added tiered partner incentives.
• Revamped the model into Zomato Pro with better UX and more control.

The Result:

• Millions of paid subscribers.
• A flagship revenue stream and retention lever for Zomato.

Lesson: Every failed launch is feedback. Rework economics, but keep the insight.

Final Thought: Launching Isn’t the Finish Line — It’s the Starting Point

These stories remind us that:

• First reactions don’t define final outcomes.
• A “no” today might be a “yes” to a better version tomorrow.

💡 Don’t quit the idea. Fix the delivery, positioning, or packaging.

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