A single article in The Hindu, Economic Times, YourStory, or Femina about your candle brand can generate more brand awareness than 6 months of Instagram posts. Press coverage gives you credibility that paid advertising cannot buy - a journalist endorsement is trusted in a way that an ad is not. And for B2B buyers in India specifically, a founder featured in a credible publication is worth ten Instagram posts in establishing trust.
This guide tells Indian candle entrepreneurs exactly how to get press coverage - who to approach, what to say, how to write a pitch, and what story angles Indian journalists find most compelling in 2026.
Why Press Coverage Matters Specifically for Indian Candle B2B Sales
When a corporate HR manager Googles your candle brand before placing a Rs.50,000 Diwali order, what they want to find is: your website, your Google Business Profile, your Instagram, and ideally one or two press mentions. A YourStory profile, a Femina gift guide mention, or an Economic Times feature signals that your brand is real, established, and trustworthy.
Karessa Candles' 280K Instagram following is itself a press-worthy story: how did a Surat-based concrete gypsum jar candle brand build such a large organic following? This kind of origin story is exactly what Indian startup and small business media looks for.
The 5 Story Angles That Work for Indian Candle Brands in 2026
1. The Women Entrepreneur Story
India's largest business publications - Economic Times, Mint, YourStory, SheThePeople, Femina - actively seek and prioritise women entrepreneur stories. If you are a woman who left a corporate job, started during COVID lockdown, or are supporting your family through your candle business, this is your most powerful PR hook.
Pitch line: 'I left [previous job] in [year] to start a handmade candle business from my [city] home with Rs.[investment]. In [timeframe] I crossed Rs.[revenue] and now supply [notable client type]. Here is how I did it.'
2. The Made in India / Vocal for Local Story
Post-2020, Indian media is deeply interested in 'Vocal for Local' entrepreneurship stories - Indian artisans using Indian materials to build sustainable businesses. A concrete gypsum jar candle made in Surat by Indian artisans using Indian fragrance traditions is a compelling Made in India narrative.
3. The Innovation Story
Karessa's Latte Candle Series is genuinely innovative - a completely new product category in Indian candles. 'First Indian brand to create iced latte soy wax candles' is a media-worthy statement. Innovation stories get picked up by both business media and lifestyle media simultaneously.
4. The B2B Scale Story
'How a home candle maker became the preferred supplier for [a major Indian hotel chain] or [a well-known corporate gifting company]' is a compelling business story. B2B success gives your narrative commercial validation that personal interest stories lack.
5. The Craft and Artisan Heritage Story
Surat as India's craft manufacturing hub, with artisans creating concrete gypsum objects using centuries of casting and finishing technique - this is a cultural preservation story that resonates with art and culture publications, travel magazines, and gift and home decor media.
Who to Pitch and How
Tier 1 Targets (Highest Impact)
• YourStory: India's premier startup and entrepreneur media. Accept pitches via their contributor platform or editorial tips. Particularly interested in women entrepreneurs, home-based business success, and artisan economy stories.
• Economic Times / Mint (Weekend/Lifestyle sections): Feature small business success stories in weekend editions. Pitch via Twitter DM to journalists covering entrepreneurship or lifestyle sections.
• Femina / Grazia India: Both actively feature artisan Indian brands in gifting guides and business profile features. Contact lifestyle editors directly.
Tier 2 Targets (Consistent Exposure)
• Local newspaper supplements: Every major Indian city has a Times of India or The Hindu city supplement that features local entrepreneurship success stories regularly.
• Regional Gujarati media (for Karessa/Surat-based brands): Sandesh, Gujarat Samachar, Divya Bhaskar - all reach the Gujarati business community that is Karessa's primary local B2B audience.
• Digital gift guides: Sites like GiftaLove, Vogue India's gift guide, and Vogue's 'Shop India Made' features accept brand submissions for their seasonal gift guide features.
How to Write a Press Pitch That Gets Opened
Subject line: '[Your city] candle brand turns artisan gypsum jars into Rs.[revenue] business - inside story.' Personalised, specific, numbers-driven.
Email body (3 paragraphs maximum): Para 1 - the story hook (who you are, what you do, one impressive fact). Para 2 - why it is relevant to their readers right now (Made in India, women entrepreneur, craft economy, festive gifting trends). Para 3 - what you are offering them (exclusive interview, sample product, high-resolution photos, a specific data point they cannot get elsewhere).
For Karessa Candles press enquiries: karessacandles@gmail.com. High-resolution product photos available on request.
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Karessa Candles - A Press-Ready Brand Story 280K+ Instagram followers | 49 jar designs | India's only latte candle series | Made in Surat karessacandles.com | Media: karessacandles@gmail.com WhatsApp +91 7990474951 | GSTIN 24AIGPB9915R1ZS | Surat, Gujarat |
