Product launch releases are the most common submission we receive and the most commonly rejected. The reason is almost always the same: the release describes the product instead of stating what changed. This guide covers what a launch announcement needs, with an Indian worked example and the pricing details most releases leave out.
The question your first paragraph must answer
Not “what is this product”. That is a brochure. The question is: what could people not do before, that they can do now?
| Brochure | Announcement |
|---|---|
| A revolutionary new platform for modern businesses | Lets field engineers complete job records without a network connection |
| Packed with powerful features | Adds temperature-controlled storage, which the company did not previously offer |
| Designed for the Indian market | Priced in rupees with UPI and COD, which the previous version did not support |
If you cannot finish the sentence “before this, customers had to…”, the launch is probably not ready to announce.
State price and availability
The single most common omission. A launch release with no price and no availability date is not an announcement, it is a teaser — and journalists will not chase you for the details.
- Price in rupees, and say whether GST is included
- Availability date — today, or a specific date
- Where — own website, marketplace, retail, specific cities
- Any limits — pilot cities, waitlist, invite-only
If pricing genuinely cannot be published, say so plainly — “pricing on request for enterprise deployments” — rather than leaving a gap the reader notices.
A worked example
FOR IMMEDIATE RELEASE
Saral Kirana Launches Offline Ordering for Stores With Poor Connectivity
Feature responds to 31% of partner stores reporting daily network drops
PUNE, India — 14 August 2026 — Saral Kirana today released an
offline ordering mode for its supply platform, allowing kirana store owners
to place orders without a network connection and sync automatically when
coverage returns.
The company built the feature after an internal survey of 420 partner
stores in late 2025 found that 31% experienced daily connectivity drops
long enough to interrupt an order. Until now those stores had to re-enter
orders or call the support line, which Saral Kirana says accounted for
roughly a fifth of all support calls.
Offline mode is included in all existing plans at no additional cost and
is available from today on Android. An iOS version is planned for
Q3 FY 2026-27.
“Store owners were photographing their order lists and re-entering
them later, and we were treating that as a support problem rather than a
product problem,” said Anjali Kulkarni, co-founder of Saral Kirana.
“It took us eighteen months to see it properly.”
About Saral Kirana
Saral Kirana is a B2B supply platform serving neighbourhood grocery stores
in western India. Founded in 2021 and headquartered in Pune, the company
works with 2,300 retailers and employs 87 people.
Media Contact
Vikram Shetty
Head of Communications
vikram.shetty@example.com
+91 20 4960 1420
###
Why it works: the headline states what the product does, not what it is. The second paragraph explains why it exists using the company’s own research, with the sample size stated. Pricing and availability are explicit. And the quote admits an eighteen-month misdiagnosis, which is the part a journalist would quote.
Use your own data, not the market’s
“The Indian D2C market is projected to reach $100 billion by 2030” appears in an enormous number of launch releases and tells a reader nothing about the product.
A number from your own operations is worth more, even if it is small. “420 stores surveyed, 31% reported daily drops” is specific, checkable and clearly yours. State the sample size and when you collected it — that is what makes it usable rather than decorative.
Common reasons launch releases get rejected
- Feature lists instead of a story. Six bullet points of specifications with no explanation of what changes.
- No price, no date. Covered above, and it is the most frequent one.
- Superlatives doing the work — “first of its kind in India” is a claim, and claims need evidence.
- Second person. “You can now manage your orders effortlessly” is marketing copy, not a release.
- A relaunch presented as a launch. A redesign of an existing product is an update; say so.
Frequently asked questions
What should a product launch press release include?
What the product lets people do that they could not do before, the price in rupees, the availability date, where it can be bought, and one quote explaining why it was built. Feature lists without those elements read as brochures and are the most common rejection.
Do I have to include the price?
Include it wherever possible, and state whether GST is included. If pricing genuinely cannot be published, say “pricing on request” explicitly rather than leaving the gap. A launch release with no price and no date is a teaser, and journalists will not follow up for the missing detail.
Can I announce a product before it is available?
Yes, if you give a specific availability date and say clearly that it is not yet live. What does not work is an announcement that implies availability without confirming it — readers who go looking and find nothing do not come back when it launches properly.
Is a redesign worth announcing as a launch?
Only if the redesign changes what customers can do. A new interface for the same functionality is an update, and calling it a launch tends to be noticed. Announce it as an update, or wait until it is bundled with something substantive.
How long should a product launch release be?
Between 300 and 450 words. What changed, why it was built with your own data, price and availability, one quote, boilerplate and contact. Anything longer is usually feature detail that belongs on the product page rather than in the announcement.
Before you submit
Check the draft against our list of reasons submissions get rejected, compare it with our Indian press release samples, then follow the submission steps. The free tier costs nothing if you want to test the process first.
