Winning Middle India: The Story of India’s New-age Entrepreneurs

by T.N. Hari, Bala Srinivasa

Is there a fundamental new catalyst that can significantly enhance access, affordability and quality of products and services to hundreds of millions of Indians? This catalyst is in the form of a new generation of start-up founders who are leveraging technology platforms, smartphone access, and rapid digitization of the Indian consumer. These young founders don't carry the baggage of the past and are attracted to the opportunity of breaking open the massive market of Middle India-the next 400-500M Indians just below the top of the pyramid. This book is about this new and powerful force of change blowing across India-what it takes to harness this and reshape the destiny of this country.

Genres: Business, India

304 pages, Hardcover

Published April 15, 2023

Reviews

[Siddharth Kejriwal · Rating 4 out of 5]

A plethora of books have been written on the various unicorns, their celebrity founders, and other large business houses. An emerging trend at the dawn of this decade was the growth of small start-ups in the tier-2 and tier-3 urban centres. Economists and scholars have long-voiced their concern to shift focus from large metropolitans to smaller cities to diversify the resources and as a consequence the opportunities to lessen the burden from the large urban centres. The book explores the under-understood belief of emerging markets in the middle India. Middle India is a novel way to define this class distinct from regional or financial identity. It takes into account a variety of factors like income source, education, occupation, per capita income, savings, purchasing capacity and spending habits in classifying the market.

This is an essential read for anyone who wishes to understand the current market dynamics outside the prejudice of the urban, more developed markets. Only a ground-level understanding of the population and its daily economics can help new-age entrepreneurs to penetrate the largely untapped market.

The examples used by the authors aptly encompass the larger point. However, I believe more such examples could have been researched to provide a much diverse perspective. Nevertheless, a great read.

[Arpita · Rating 4 out of 5]

Interesting analysis of how start ups have forayed into the behemoth middle india. it’s definitely very unique in its requirements, what works ubiquitously near the top of the pyramid will , more often than not, not work in middle India.

[Raman · Rating 5 out of 5]

Really Inspiring stories of middle India build movement through entrepreneurs and social entrepreneurs. An excellent read that helps one connect the dots on building for middle India!

[anil · Rating 4 out of 5]

Learnt a little new stuff. Rest was generic.