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Indian entrepreneurs are increasingly leveraging podcasts to connect with a young audience, offering specific advice and personal insights, leading to improved performance metrics and potential monetisation opportunities. A marketing expert, who has worked with a unicorn founder on their podcast, points to two factors behind this chat show zeal. “Capital is scarce. It goes to people with high visibility. Also, while it takes crores of rupees to pull off traditional advertising, podcasts are low-cost with a massive impact because they work as content,” he says, requesting anonymity.

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