Entrepreneur Stories
How To Use Psychology to Maximize Marketing Reach
With people realising the relevance of psychology in marketing, more and more brands are working toward attracting the emotional side of buyers. If you are looking at increasing your brand’s presence and to attract customers with a personal touch, here is how you can use the perfect combination of marketing and psychology!
1. Use Emotional Ideas
Emotions or sentiments always work when it comes to selling your product. When writing copy to go with your advertisements, words with an emotional connection always have a stronger impact on the audience. For instance, if you are selling a computer, write about its benefits in a way that instills a connection in a new way. An emotional connection while making a sales pitch always works, giving people a reason to buy the product.
2. Highlight your flaws
Understanding human psychology has always shown that it is important to highlight your flaws. When you do this, you let your customers know that you aren’t afraid of the things which are wrong with your product. Cater to your customers ego and make them feel listened to when you fix the flaws they say your product has. Not only does this make sure you earn your customers trust, it helps in increasing your brand’s value. For instance, Apple has always been extremely vocal about its multiple flaws but because they provide such value for its brand, people don’t shy away from the Company.
3. Use reward schedules
Rewards always work really well. By using the process of operant conditioning, the reward scheme works really well because it helps to understand what the customer really wants from the product. Behaviours are usually learnt over a period of time and if you tell people they are going to get random rewards at uncertain times, the attraction is stronger! When you go to a restaurant and get surprise freebies at the end of the meal, you want to keep going back, irrespective of the food. In this case, the reward is your enticer since you are attracted to the offering rather than the actual product.
4. Throw your customers an anchor
In most cases, when you leave customers with an open ended question, you realise people are more prone to coming to you for answers because of the half information. Called throwing an anchor or priming, this process works ethically and is used to attract a larger revenue through more customers. Find the gap and hook your customers on to that gap so as to instantly attract them. While a sure fire way of making more money, this process can be tricky because of the subtlety required to see it through.
5. Put your customers to work
If you want people to remember your product, then you need to make sure you not only attract them the right way, you also put them to work. From asking rhetorical questions and to making your audience think about why they want your product, you can make sure this technique works to your advantage. By making your customers to actively participate in the decision making process , your in depth understanding of the situation can help! For instance, flash mobs help in getting people together and making them work not only in the interest of the brand, but to spread the required message as well!
Marketing, when done the right way and with the right tools, can attract a lot of customers. If you think we missed out on any other ways that marketing and psychology go together, comment and let us know! With psychology playing a key role in marketing, it certainly has become easier over the years to give people what they want, based on what they need!
While there has been continuous growth in the Indian non-profit sector, many organizations have fallen behind on governance. A founder who completes Section 8 registration obtains a legal entity, a board, and a defined mission. However, operating that organization in a manner that will meet the expectations of the regulators, banks, and donors is the difficult part.
Government statistics tell the story of these regulatory lapses. According to the government data, there were 21,983 cancellations of NGOs over the last year, with 91.3% of the cancellations being due to failure to file annual returns. Active FCRA-registered NGOs also fell from 29,022 in 2015 to 14,466 as of September 2026.
Late Filings are the Main Reason NGO Registrations Get Cancelled
The cancellation statistics show that organizations mostly lose their registration because of the failure to file on time, and not because of anything of grave concern. Other legal violations resulted in only 0.4% of cancellations, and the rest are attributed solely to lapsed filings.
This is because small and volunteer groups often don’t have an accountant on staff, and no one is dedicated to checking for due dates. Therefore, a late return becomes a lost license a few cycles later.
Why Board Oversight Often Falls Short in Small Nonprofits?
While directors, minutes, and regular meetings are necessary for a Section 8 company, in practice many boards consist of the founder and two relatives or colleagues who sign anything placed before them. Informal decisions are made, and minutes are written afterwards to match. This continues until the bank, an auditor, or a CSR partner requests proof of expense approval.
If the board, no matter what its legal structure is, is unable to keep any log of its own decisions, it has a governance gap.
Section 8 Company Compliances That Often Get Missed
The statutory calendar is not long, but it carries strict deadlines. Section 8 company compliances include:
- At least one board meeting every six months, with minutes kept
- Annual AGM without exception
- A first-year statutory audit report
- Annual filings with the ROC and director KYC
- Income tax return in ITR-7 along with separate FCRA returns if foreign funds are received
Failure to take all of these into consideration results in penalties. In fact, for organizations holding an FCRA registration, failure to file the required returns can lead to suspension or cancellation of that registration under Section 13 of the FCRA, 2010.
What CSR Funders Expect from Nonprofit Financial Records?
Data from the MCA shows that CSR spend increased by 17% to reach a record ₹40,794 crore in FY 2024-25. This means that more corporate money is available to nonprofits than before. Usually, the corporate funders require a Darpan ID, Form CSR-1 filing, 12A and 80G registrations, and utilization certificates to grant capital.
When nonprofits combine project funds with general funds or cannot demonstrate that funds are being spent on a specific project, they generally fail to reap the benefits of this even if their programme work is good.
Why New FCRA Rules Add Pressure on Nonprofits?
The rules are also changing. On 22nd June, 2026, the government implemented changes in the Foreign Contribution (Regulation) Rules, introducing new compliance requirements for organizations receiving foreign funds. The proposed Foreign Contribution (Regulation) Amendment Bill, 2026, which was tabled in Parliament during the Monsoon Session, suggests the establishment of a Designated Authority that would assume foreign donations and assets created with foreign funds upon the termination of the registration. Organizations with poor records and no documented processes are the most susceptible to changes such as these.
Practical Steps Toward Stronger Nonprofit Governance
A compliance calendar that is owned by a named person, a board that meets and records minutes, an advance appointment of an auditor, and funding from more than one source mitigate most of the risks listed above. Registration creates the structure, but governance is what makes or breaks the organization’s ability to remain alive in five years.
In the past, purchasing eyewear in India was a highly regional activity. You entered a local optical store, selected a frame from a dusty wall, waited for someone to verify your power, and hoped the total cost wouldn’t be too exorbitant. There was little choice, little transparency, and little any justification for considering eyewear to be anything other than a medical necessity.That was altered by Lenskart.
Peyush Bansal, Amit Chaudhary, and Sumeet Kapahi founded Lenskart in 2010 in response to a question that many people disregarded: why was purchasing glasses still so difficult? Glasses are a personal item. People are concerned about the price, the quality of the lenses, and how the frames will seem on their faces. Because of this, selling eyewear online became challenging. In response, Lenskart did not make consumers pick between online and offline buying. It blended the two.
Before making a choice, customers may now browse frames online thanks to the company’s introduction of facilities like virtual try-on, home eye tests, and home trials. However, it also established physical locations where clients could obtain eye exams, try on frames, and get assistance from qualified personnel. This “online plus offline” strategy turned out to be one of its main advantages.
The more unexpected action took place in the background. Lenskart did not wish to rely just on local optical stores, importers, and overseas manufacturers. It started to have more control over the chain itself, including designing frames, manufacturing lenses, operating stores, and overseeing delivery. Lenskart benefited from what is known as vertical integration in three ways. First, by eliminating middlemen, it could maintain lower prices. Secondly, it might have closer control over quality. Third, as a frame style gained popularity, it could respond more quickly.In Bhiwadi, Rajasthan, Lenskart currently runs a sizable automated production facility capable of producing up to 50 million pairs of glasses a year. The company made 4 million lenses and 6.4 million frames internally in India in FY25.
In India, its expansion continued. Lenskart paid over $400 million to acquire the bulk of the Japanese eyewear company Owndays in 2022. Through the acquisition, Lenskart gained access to a number of Asian markets and gained knowledge from a more developed retail environment. Lenskart recorded operational revenue of ₹6,653 crore by FY25, a 22.6% increase over the previous year. However, Lenskart’s revenue isn’t what makes it intriguing. Glasses, a product that consumers often only purchase when they have a problem, were transformed into an inexpensive, technology-driven, design-driven shopping experience.
Due of its online frame sales, Lenskart lost. It prevailed because it eliminated the anxiety associated with purchasing eyewear online and then constructed stores for the times when clients still required human assistance.
The conclusion is straightforward: consumers don’t give a damn if a company operates online or offline. Convenience, assurance, and value are important to them. Businesses that integrate all three typically succeed.
A decade ago, the success of a startup was measured largely by its ability to raise capital. Today, a different metric is gaining importance: the ability to generate meaningful exits for investors. Large stake sales by early backers are becoming increasingly common, not because growth opportunities have disappeared, but because India’s startup ecosystem is entering a more mature phase where capital is expected to complete its full cycle from investment to returns.
This evolution is particularly significant for consumer brands that have successfully blended technology, retail, and strong brand-building. Companies that were once viewed as high-risk startup bets are now attracting institutional investors capable of absorbing large transactions. Such developments indicate that these businesses are no longer being valued solely on future potential; they are increasingly being assessed on operational performance, market leadership, and long-term profitability. In many ways, investor exits are becoming a validation of a company’s ability to create lasting enterprise value.
The broader implication extends beyond a single company or investor. Successful exits encourage more global capital to enter India’s startup ecosystem because they demonstrate that liquidity opportunities exist at scale. As more venture-backed companies approach public listings, secondary transactions, or strategic investments, the focus of founders and investors alike may shift from chasing headline valuations to building durable businesses. The next chapter of India’s startup journey will likely be defined not just by the creation of unicorns, but by the creation of companies capable of delivering sustained returns to all stakeholders.
Common Governance Challenges Faced by Nonprofit Organizations in India
How Lenskart Made Indians Comfortable Buying Glasses Online
