In the startup world, innovation often receives the spotlight. Yet even the most promising products can struggle without a clear path to customers. Building a useful solution is only one part of the journey; reaching the right audience, communicating value and earning trust are equally important.At the inaugural edition of the One of a Kind Awards - for early stage startups, presented by The Economic Times and Cashfree Payments, this often under-recognised aspect of company-building was celebrated through the GTM Excellence Award category. celebrated through the GTM Excellence Award. The honour was presented at the grand reveal and felicitation ceremony held on August 21, 2026, at Novotel, Bengaluru.The ceremony brought together founders, investors, entrepreneurs and ecosystem leaders to recognise the inaugural 2026 cohort of India’s breakout internet-first startups. The awards have been created for companies still in the foundational phase of their journey: businesses developing new ideas, unconventional models and category-defining products before they become widely known.The GTM Excellence Award recognised Unfazed as the winner, with Foottex named the first runner-up and Navbharat Tech Advisory Private Limited the second runner-up.Finding the right route to marketUnfazed provides integrated digital marketing and technology services for startups, software as a company (SaaS) companies, management-services firms and consumer brands. Its work spans strategy, custom software development, data and business intelligence, UX/UI, website development, virtual marketing management and product management. The company positions itself as an extension of clients’ internal teams, supporting projects from conception and design through product development and go-to-market execution.Foottex has developed a foot-care product aimed at people dealing with dry, cracked or tired feet. Its flagship Foottex Cream is marketed as a natural, herbal formula designed to moisturise the skin and provide relief from cracked heels, calluses and minor foot discomfort. The company also highlights an EcoSafe formulation and positions the product as a consumer-focused, accessible foot-care solution.Navbharat Tech Advisory Private Limited operates as a micro, small and medium enterprises (MSME) and startup advisory business, helping enterprises access government schemes, funding, registrations, certifications and compliance support. Its services include business setup, company incorporation, GST and Udyam registration, Startup India recognition, funding assistance and digital transformation.Product-market fit and beyondIn crowded markets, a strong product is rarely enough. Companies must understand who needs the product, identify the most effective routes to market, communicate its value clearly and create reasons for customers to stay.Go-to-market strategy encompasses far more than sales. It includes customer research, pricing, positioning, partnerships, distribution, communication, onboarding, retention and the ability to adapt when market assumptions change.The GTM Excellence Award celebrates startups with exceptional go-to-market thinking, distribution innovation or early growth momentum.An nonpartisan selection processApplications for the awards were accepted from April 13 to May 31, 2026. The strategic evaluation phase ran from May 29 to June 19, during which internal research experts assessed factors including GTM innovation, scalability and market traction. Shortlisted startups then presented their business models to the final jury at a meeting held on June 30.The jury included Animesh Kumar Das, MD undefined Vikram Chachra, venture capitalist, 8i Ventures; Saurabh Garg, entrepreneur, founder and CBO, NoBroker.com; Kanika Agarrwal, partner, India Quotient; and Panneerselvam Madanagopal, CEO, MeitY Startup Hub.Enabling durable growthFor winners and runners-up, the One of a Kind Awards - for early stage startups initiative creates an ecosystem of continued support designed to help early-stage companies strengthen visibility, access and execution. National feature stories and brand spotlights across ET and Cashfree digital platforms can help brands reach customers, partners, talent and investors beyond their immediate networks.The benefits include national exposure through feature stories and brand spotlights across The Economic Times and Cashfree digital platforms, as well as access to a network of investors, founders and builders through the Awards Night ecosystem.Winners also gain access to Cashfree Payments’ infrastructure, including exclusive credits that support brands in their growth journey with advanced payment solutions for internet-first businesses. This support can help companies manage and expand essential functions such as payment collection, settlements, international payments and identity verification as their operations develop.Why the awards matterPresented by The Economic Times and Cashfree Payments, the One of a Kind Awards - for early stage startups act as both a discovery platform and an enabler for early-stage startups. They bring promising brands into contact with influential ecosystem participants while helping them access infrastructure and resources relevant to the next stage of growth.As India’s startup ecosystem moves towards more disciplined and durable growth, the One of a Kind Awards aims to ensure that promising early signals are identified, supported and given the opportunity to become lasting businesses before the wider market catches up.