Chiragh Education Technologies is an edtech startup working to make education accessible to the masses by making it available in local languages.

Since mid 2025, they have been shifting their offering from D2C to hardcore B2B, targeting non-educational non-profit organisations (NPOs) and CSR heads of FMCG and CPG corporations.

To change the positioning of Chiragh EdTech, I started focusing on creating content that is founder-focused, leveraging her credibility to build trust in Chiragh.

On Instagram, my focus was creating founder-driven posts: static or reels.

Sharing behind-the-scenes content, the reasons behind our decisions and data-driven case studies, all suited to position Chiragh as the right candidate for partnering with NPOs and CSR heads.

Moreover, I also repurposed the founder's media appearances into short-form content for Chiragh, borrowing credibility and trust from media houses' names, often collaborating with them on posts.

It wasn't just us who were talking about us; I would also take testimonies from the heads of NPOs, with whom we had done an activation, to signal our actual partnerships.

On LinkedIn, I created two channels for communications;

Founder's account

Company's account

Storytelling and rationale, and human-to-human connection happened via the founder's account, positioning her as the eligible candidate to lead partnerships with CSR heads and NPOs, while all the announcements came from the company's profile.