Tech start-ups are emerging as vital drivers of innovation and economic growth in Odisha. Despite this momentum, many of these ventures struggle with marketing-related challenges that limit their visibility, customer base, and overall business scalability. This study investigates the marketing dynamics of tech start-ups in Odisha by focusing on four key dimensions: identifying marketing challenges, evaluating the role of government policies, exploring emerging marketing strategies, and offering actionable recommendations for improvement. Using a structured questionnaire and empirical analysis, the research assesses how branding issues, limited financial resources, lack of skilled marketing professionals, and poor market penetration impact business performance. The study also examines the influence of the Odisha Start-up Policy and related initiatives in addressing these constraints and enhancing marketing outcomes. Additionally, it explores the use of digital marketing tools, customer-centric innovations, and strategic collaborations as key enablers of competitive advantage for local start-ups. Hypotheses were tested to determine the significance of the relationship between marketing strategies, government support, and start-up growth. The results reveal that while marketing challenges remain persistent, those start-ups that effectively leverage emerging strategies and policy support experience improved outreach, branding, and scalability. The research concludes with targeted policy and strategy recommendations aimed at strengthening Odisha’s tech start-up ecosystem. These insights can guide entrepreneurs, policymakers, and incubators in designing robust marketing frameworks to support sustainable start-up growth in emerging markets..