Ep 17 | One in a Billion | How a Screen Guard Business Became a 22 Cr Brand | Kapil Thirani x Sprig

India’s mobile accessories market is worth thousands of crores. Yet almost nobody can name a brand they truly trust in the category. Why?

In this podcast of One in a Billion, Kapil Thirani sits down with Vikram Jain (Founder, Sprig) to break down how a former Flipkart category leader built a ₹22 Cr mobile accessories business in one of India’s most commoditised markets. From being part of Flipkart’s first Big Billion Day team in 2014 to building a ₹22 Cr mobile accessories business from scratch, Vikram shares the highs, failures, and hard-earned lessons behind the journey.

This is not just a conversation about chargers, tempered glass, back cover categories, or the Sprig liquid silicone case. It’s about understanding consumer behaviour, surviving brutal competition, and building a brand in a market where most players race to the bottom.

Inside the episode: • How the business scaled from 20–25 orders a day to nearly 900 orders daily • Why Sprig focused on underserved demand instead of crowded categories like iPhones initially • The strategy behind increasing ASP from ₹300 to ₹500 • How materials like Asahi Glass and liquid silicone helped create differentiation • Why the company chose sustainable growth over funding-fuelled expansion

Whether you’re a founder, D2C operator, marketplace seller, or simply someone curious about how real businesses are built in India, this episode offers an honest look at the grit behind the numbers.

Plug in your earphones, hit play, and listen to the story behind building a brand in a market where most people thought branding was impossible.

Follow the show on Spotify so you never miss a conversation.

00.00 Coming Up

01.05 Introduction

01.26 From Flipkart boardrooms to the Electronics Industry

04.20 Leaving Corporate to Build a Business

06.10 Finding the Right Category Before Starting Up

12.24 Research Behind Mobile Accessories & Asahi Glass

15.38 China, Catalogue Marketing & Brand Growth

19.53 Sprig’s Strategy to Scale Across Categories

25.46 Starting with OnePlus & Scaling Through Research

31.45 Building a Brand in India’s Price-Sensitive Market

37.07 Revenue Growth & Category Expansion of Sprig

39.13 From a Motorola Mistake to Partnering with Motorola

42.39 SKU Growth & The Quick Commerce Journey

44.43 Solving the Screen Guard Buying Problem Online

47.35 Sprig Products Demonstration

51.50 Quick Commerce & The Next Ecommerce Wave

54.40 Final Thoughts