Blog
Notes from the growth lab.
Practical writing on social media, personal branding, performance and influencer marketing, with the real numbers from campaigns we have run for founders and brands.
What is a growth operating system? (And why The Nine Labs is not an agency)
Most brands buy marketing in pieces. A growth operating system connects content, ads, brand, creators and social into one loop. Here is what that means in practice.
0 to 170K followers in 6 months: how we built Desi Business Brain's content engine
A behind-the-scenes look at the formats, hooks, editing pipeline and distribution system that took a founder-led business page from zero to 170K followers in six months.
Social media marketing for Indian brands in 2026: a playbook that actually works
Festive calendars, three-platform publishing, community replies and short-form video. What we have learned running social for Haldiram's, Medanta and 400+ brands in India.
Performance marketing vs brand marketing: which should a growing business fund first?
Ads get you customers this month. Brand gets you cheaper customers next year. How we decide where a growing business should put its first marketing rupee or dirham.
Influencer marketing in India: how to pick creators who actually convert
Follower counts lie. How we vet creators for engagement quality, audience fit and content style before a brand spends a rupee on influencer marketing.
What a Virtual CMO does, and when a growing brand should hire one
A Virtual CMO gives you senior marketing leadership without a full-time hire. What the role covers, what it costs relative to a CMO, and the signs your business needs one.
200 to 70K followers: what six years running social for Umami Brew taught us about D2C
How a craft kombucha brand went from 200 to 70K followers in nine months, and the lessons from a six-year partnership across Instagram, Facebook and YouTube.
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