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The very word “networking” can make a culturally-rooted Indian entrepreneur cringe. It conjures images of slick, fast-talking salesmen in shiny suits, exchanging business cards like trading cards, and delivering a soulless “elevator pitch” with a plastic smile. This transactional, high-pressure approach feels alien, insincere, and frankly, a little desperate. It goes against the grain of how we, as Indians, have built trust and relationships for centuries—through time, mutual respect, and a sense of shared community.
But here’s the truth: your startup’s success is inextricably linked to the strength of your network. The good news is that you don’t have to adopt a Western playbook that makes you feel fake. In fact, our own cultural values provide a far more powerful and sustainable framework for building a network. It’s not about collecting contacts; it’s about cultivating sambandh (relationships). It’s less about the pitch and more about the pehchaan (recognition and rapport).
For the introverted, the culturally hesitant, or anyone tired of the charade, here are 10 authentic ways to network that lean into our strengths.
1. Start with Seva (Selfless Service), Not an ‘Ask’
The biggest reason networking feels fake is that it’s often driven by a selfish, immediate need. Flip the script. Approach every new interaction with the question: “How can I help this person?” This is the principle of seva. It could be a small gesture: sharing a relevant article, offering a piece of genuine feedback, or connecting them to someone else in your network who could help them. When you lead with generosity, you transform a transaction into a relationship. The ‘ask’ can wait; the giving builds the foundation.
2. Activate Your ‘Pehchaan’ (Existing Network)
The coldest, most intimidating room is one where you know nobody. So don’t start there. Start with your warm network: your college alumni groups, former colleagues, community circles, and even trusted family friends. This isn’t nepotism; it’s leveraging existing trust. A conversation that starts with a shared connection (e.g., “We both studied at BITS Pilani”) is instantly warmer and more authentic.
3. Master the ‘Chai Pe Charcha’ (The Informal Meetup)
Formal networking events can be daunting. The real magic in India happens in informal settings. Instead of asking for a “15-minute Zoom call,” try this: “Sir, I’ve been following your work on X and would love to learn more. If you ever have 20 minutes free near your office, I’d be honoured to buy you a cup of chai.” This is a low-pressure, respectful, and culturally fluent invitation. A conversation over chai is not a pitch; it’s a discussion.
4. Listen More Than You Speak
This is the introvert’s superpower. In a room full of people desperate to talk about themselves, be the one who listens with genuine curiosity. Ask thoughtful questions: “What’s the most challenging part of your industry right now?” or “What’s a recent win you’re really proud of?” You will not only learn invaluable information, but you will also make the other person feel heard and respected—the fastest way to build rapport.
5. Have a ‘Curiosity Pitch’, Not an ‘Elevator Pitch’
The standard elevator pitch (“We are a B2B SaaS platform leveraging AI…”) is a conversation killer. Instead, develop a one-sentence “curiosity pitch” that invites a question.
- Instead of: “We are a logistics optimization company.”
- Try: “We help e-commerce companies save a fortune on their last-mile delivery costs.”
The first is a statement; the second is a hook. It naturally leads to the question, “Oh, that’s interesting. How do you do that?” Now you’re in a conversation, not a monologue.
6. The Art of the Graceful Follow-Up
The follow-up is where most networking fails. Don’t just send a generic “Nice to meet you” email. Use the Value-Reference-Action formula:
- Reference: “It was a pleasure speaking with you at the TiE event yesterday. I particularly enjoyed your insights on the future of FinTech.”
- Value: “It reminded me of this article I read on UPI adoption in Tier-3 cities, which I thought you might find interesting. [Link]”
- Action: “No action needed on your end, just thought I’d share. Hope our paths cross again soon.”
This is a low-pressure, high-value follow-up that reinforces the connection without being needy.
7. Attend Events as an Observer, Not a Hunter
For the truly hesitant, change your goal. Go to your next event with zero pressure to exchange cards. Your only goal is to observe and learn. Listen to the speakers, absorb the conversations around you. This takes the performance anxiety off your shoulders and allows you to engage naturally if an opportunity arises.
8. Become a Connector
The most valuable person in any network is the one who helps others connect. If you meet two people who you think should know each other, make the introduction. A simple email saying, “Amit, meet Priya. You’re both working on fascinating problems in the agri-tech space and I thought you’d enjoy a chat,” costs you nothing and builds immense goodwill.
9. Use LinkedIn as a Library, Not a Loudspeaker
Don’t just use social media to broadcast your own achievements. Use it as a research tool. Before meeting someone, spend five minutes on their LinkedIn profile. Find a recent post they wrote or an accomplishment you can genuinely compliment them on. This shows you’ve done your homework and respect their work.
10. Play the Long Game (The Banyan Tree)
Western networking is often about short-term transactions. The Indian way is about building a banyan tree. You plant a seed of goodwill, nurture it over time with trust and reciprocity, and one day, it grows into a vast network that provides shelter, support, and unexpected opportunities. Don’t judge the success of an interaction by what you got out of it today. Judge it by the quality of the seed you planted for tomorrow.
What is the best piece of networking advice you’ve ever received? Share your own authentic tips and tricks in the comments below!
