Saga

Summer vacations were often spent in the cherished company of our grandparents. Their homes brimmed with endless love and delectable treats, not forgetting the timeless tales they wove. From the epic sagas of the Mahabharata and Ramayana to the timeless wisdom of Panchtantra, their storytelling prowess was unparalleled.

Returning home meant returning to our dry textbooks that missed the magic of the tales we had heard. One man identified this gap and emerged with his Pandora’s box of stories, reviving the art of storytelling and transforming it into an industry worth over 100 million dollars.

Are you eager to discover who this man was and the profound impact of his creation? Read on…

Behind the Comics

In the bustling city of Bombay, a young man named Anant Pai, affectionately known as “Uncle” Pai, harbored a dream. Hailing from the quaint Karkala town near Mangalore, Pai deeply loved Indian culture.

After completing his physics and chemical technology studies, he joined the Times of India, where his passion for storytelling eventually found its voice as the head of Indrajaal Comics.

Sparking An Idea & Quest

One fateful evening in 1967, while watching a quiz show on Doordarshan, Pai was astonished to see participants struggle with questions about Indian mythology.

It sparked an idea: he dreamt of a world where children could learn about their rich cultural heritage through captivating stories.

Determined to bring his vision to life, Pai approached the Times Group to create a comic book series based on Indian mythology and history titled Amar Chitra Katha (ACK).

Unfortunately, his idea was rejected. Undeterred, Pai continued his quest, eventually finding support from G.L. Mirchandani of the India Book House (IBH).

Of A Cultural Renaissance

In February 1970, ACK launched its inaugural title, Krishna. The vibrant illustrations and captivating narratives brought to life the epic tales of Indian mythology.

Over the next eighteen months, a series of captivating stories, including Shakuntala, The Pandava Princes, Savitri, and Rama, captivated readers of all ages.

Popularity & Adoption

While initial sales were modest, ACK’s popularity soared in the mid-1970s.

Word-of-mouth played a crucial role as parents discovered the educational value of these comics.

Strategic marketing initiatives, such as offering annual subscriptions and promoting sales during festive seasons, further fueled ACK’s growth.

By the late 1970s, ACK was selling over 3.5 million copies annually.

Education & Cultural Lifeline

Through its captivating narratives and vivid illustrations, ACK has brought epic tales of Indian mythology, the legends of historical figures, and the timeless wisdom of ancient folktales to life.

For millions of readers, these stories have been a gateway to understanding and appreciating the rich cultural fabric of India.

In an era of economic turmoil and institutional breakdown, ACK offered a much-needed respite. For just 75 paise, parents could provide their children with a culturally rich and value-based education.

A Legacy of Storytelling

At its zenith in the mid-to-late 1980s, Amar Chitra Katha and “Uncle” Pai had become household names.

Its success spurred Pai to launch other children’s comics, such as Tinkle and Brainwave, further solidifying his legacy as a pioneer of Indian children’s literature.

Creating Iconic Characters

Within a year of its launch, Tinkle, ACK’s general children’s comic, was inundated with stories from aspiring young writers. The editorial team faced the daunting task of sifting through countless submissions.

Unlike the stories featured in traditional ACK titles, which were based on historical characters, Tinkle embraced a more creative approach, giving rise to iconic characters like Suppandi and Shikari Shambhu.

To Indian Culture

Amar Chitra Katha’s enduring appeal lies in its seamless blend of entertainment and education. Each story is a gateway into India’s rich cultural heritage.

Through vibrant illustrations and carefully crafted narratives, children learned about figures like Krishna, Buddha, Akbar, and lesser-known heroes and heroines from India’s vast history.

ACK played a crucial role in instilling a sense of pride and identity in its readers. When foreign comics dominated the scene, ACK offered a refreshing alternative, celebrating Indian culture and values.

Two Generations Appreciating Culture

Amar Chitra Katha was a constant companion for many who grew up in the 1970s, 1980s, and 1990s. These comics weren’t just a source of entertainment; they were a vital part of growing up.

They taught children to appreciate their heritage, understand complex moral values, and see the world through the lens of Indian culture.

To Teachers & A Parental Favorite

Parents loved ACK because it was a way to pass down their cultural knowledge in a format their children would enjoy.

Teachers found them valuable tools in the classroom, making history lessons more engaging and relatable. And children, well, they just loved the stories.

Creating A Linguistic Legacy

Amar Chitra Katha has been pivotal in popularizing Hindi, especially among younger generations.

For many children, these comics were their first introduction to the language, presented in a captivating and accessible manner.

The stories were crafted in simple yet impactful Hindi, nurturing a love for the language and preserving India’s rich cultural heritage.

Challenges & Change

The advent of television posed a significant challenge to Amar Chitra Katha.

As television gained popularity in the 2000s, comic book sales declined, forcing ACK to rely solely on reprints for several years. This dry spell ended when they released a story on Mother Teresa, marking a new beginning.

ACK also underwent significant changes during this period, including ownership shifts in 2007 and the loss of its founder, Anant Pai, in 2011. Today, ACK Media Pvt. Ltd. is owned by the Future Group.

Of ACK Comics

Despite these challenges, ACK’s influence remained strong. While new titles were scarce, reprints of older comics continued to be in high demand.

This resilience is a testament to the enduring appeal of ACK’s stories and the cultural value they offer. ACK embraced the digital age to keep pace with the changing times.

Their user-friendly ACK Comics app is available on various platforms, allowing readers to access their favorite stories anytime. They partnered with Amazon, making their comics accessible through voice commands.

Global Reach

ACK is said to have over 500 comics in 20+ languages, and it has sold more than 100 million copies to date across over 30 countries.

Of these 450 titles, stories from the Mahabharata account for 43 and those from the Ramayana for 36.

Across social media channels, including YouTube, they have a following of 400,000 people, and their app downloads clock in at close to 2,000,000.

It is estimated that India sells five million English comic books annually and around 30 million across all vernacular languages.

The Union Public Service Commission (UPSC) exam, considered one of the top ten toughest exams in the world, has a reputation for making legends. Every year, thousands of aspirants across India dedicate years to cracking this prestigious exam, dreaming of a coveted position in the Indian Administrative Service (IAS).

However, one man conquered the exam in his first attempt and defied expectations by leaving his dream IAS job to pursue teaching and empowering future generations of civil servants.

Early Life and Academics

Born in the heart of Haryana, Vikas Divyakirti’s academic path began at the modest Saraswati Shishu Mandir in Bhiwani. Even as a young boy, his passion for learning was evident, fueled by a desire to make a meaningful impact on the world.

After completing his primary education, Vikas ventured to the bustling metropolis of Delhi, enrolling in Zakir Husain College. Initially drawn to commerce, he soon discovered a deeper fascination with history that led him to pursue a Bachelor of Arts degree in the subject,

Academic Journey Of A Scholar

Vikas’s academic journey transcended commerce and history, leading him to a postgraduate degree in Hindi Literature at Hindu College, Delhi, where he earned his Master of Arts in 1995.

He pursued law at the University of Delhi without stopping there, earning a Bachelor of Laws. His passion for learning culminated in advanced degrees in Hindi literature, including a Master of Philosophy and a Doctor of Philosophy from the same university.

To Civil Service

After completing his studies, Vikas began an academic career as an assistant professor at Delhi University. However, he yearned to contribute to society directly.

The allure of civil service, with its promise of serving the nation and making a tangible difference, drew him in.

To Succeed

Family and friends’ reactions to Vikas’s decision to pursue civil service were mixed.

While some were supportive, others expressed concerns about the intense competition and the sacrifices involved.

The pressure to succeed and the fear of failure weighed heavily on Vikas.

A Relentless Pursuit

Undeterred by the challenges, Divyakirti dedicated himself to cracking the UPSC exam. He spent countless hours studying, sacrificing personal time and social gatherings.

The relentless pursuit of success took a toll on his mental and emotional well-being, but he persevered, driven by his unwavering determination and belief in his abilities.

Clearing Civil Services

Vikas’ strategic approach to studying set him apart from his competitors. Instead of rote memorization.

He focused on understanding core concepts and developed a personalized study plan. His dedication to practice tests and previous years’ question papers honed his time management skills, leading to a remarkable victory.

In 1996, Vikas cleared the UPSC Civil Services Examination in his first attempt, securing an impressive All-India Rank (AIR) of 384. This triumph opened up a world of possibilities for him, paving the way for a career in public service.

Led To Internal Conflict

Despite his success in cracking the UPSC and securing a prestigious IAS position, Vikas felt conflicted. The bureaucracy, the red tape, and the slow pace of change within the government system frustrated him.

He realized that while he could make a difference as an IAS officer, he could potentially have a greater impact by empowering others to achieve their dreams.

To Create Change

The decision to leave the IAS took work. It was a significant career change, a departure from the path he had worked so hard to achieve.

His decision was met with mixed reactions. Some admired his courage and vision, while others questioned his motives.

Critics argued that he was abandoning his duty to serve the nation and pursuing personal gain.

However, Vikas remained steadfast in his belief that he could make a greater impact by empowering others to achieve their dreams.

Drishti IAS

With a clear vision, Vikas Divyakirti embarked on a new journey. He founded Drishti IAS, a coaching institute dedicated to helping UPSC aspirants achieve their goals.

He faced immense pressure from family, friends, and colleagues to stay in the government and climb the ranks, but Vikas refused to succumb to societal expectations.

He was determined to prove that his decision to establish Drishti IAS was not a mistake but a strategic move to create a sustainable impact on the lives of UPSC aspirants.

To Build A Legacy

The initial days were challenging, as Vikas had to build a reputation and attract students. He started with a small team of experienced educators focusing on personalized guidance and mentorship to his students.

One of Drishti IAS’s key USPs were its innovative teaching methods, personality development, and current affairs training. Vikas and his team emphasized conceptual understanding over rote learning.

They incorporated interactive sessions, case studies, and mock tests to prepare students for the diverse challenges of the UPSC exam.

Popularity

Drishti IAS’s growth was nothing short of meteoric. Word of mouth played a significant role in its success.

As more students achieved their UPSC dreams its reputation spread far and wide.

The institute’s innovative teaching approach became its hallmarks, making it one of the most sought-after coaching institutes for UPSC aspirants in India.

Digital Influence

In November 2022, he started his YouTube channel, which currently has over 3.75 million subscribers. Vikas’ influence has transcended physical classrooms, reaching millions through his informative videos.

In addition to his main channel, Vikas Divyakirti manages multiple other YouTube channels, including Drishti IAS, Drishti IAS English, Drishti Judiciary, Drishti PCS, Drishti Teaching Exams, Drishti IAS Shorts, Drishti CUET Hindi, Drishti CUET English, and Drishti Welfare Foundation.

For Hindi-Medium Students

Vikas’s love for the Hindi language, deeply rooted in his family’s literary heritage, has made him a staunch advocate for Hindi-medium students.

His passion for preserving and promoting Hindi culture has fueled his efforts to ensure that students from Hindi-speaking backgrounds have equal opportunities to excel in their academic pursuits.

Holistic Coaching

Drishti IAS is more than just a coaching institute; it’s a platform for nurturing the next generation of civil servants.

A prime example is Divya Tanwar, a young woman from Haryana. Despite facing unimaginable challenges from a young age, she pursued the UPSC civil services exam.

Under Vikas Divyakirti’s guidance, she cleared the exam on her first attempt, getting an All India Rank of 438, making her one of the youngest IPS officers in India at 21.

Unsatisfied, Divya reappeared for the exam the following year, securing an AIR of 105, fulfilling her dream of becoming an IAS officer at age 23.

The Power of Experience

Mentorship plays a crucial role at Drishti IAS. Students have access to experienced faculty members who provide guidance, support, and motivation throughout their preparation journey. The institute also fosters a supportive community where students can learn from each other and share their experiences.

In 2023, he was nominated for the Padma Awards in recognition of his contributions to education and civil service preparation in India.

Future Leaders

By focusing on holistic development, Drishti IAS aims to produce well-rounded individuals who are academically qualified, compassionate, empathetic, and dedicated to public service.

Can you guess who this extraordinary individual is?

The air is thick with the scent of incense and the rhythmic beats of traditional music. As the sacred month of Shravan draws to a close, the world prepares to embrace the grand spectacle of Ganesh Chaturthi. This 11-day celebration is more than just a religious observance; it is a cultural extravaganza like none other. But beyond the festivities lies a staggering economic impact. 

Did you know that the Ganesh Chaturthi celebration generates a staggering revenue of ₹1 lakh crore in Mumbai alone? And given its global appeal, the scale is truly mind-boggling. So, how does this grand spectacle measure up?

Let’s uncover the magic behind Lord Ganesha’s growing influence.

Tracing the Origins

 If you thought Lokmanya Tilak started the Ganesh Chaturthi celebrations, think again. The festival’s origins can be traced back to ancient India.

References to Lord Ganesha appear in the Rigveda, one of Hinduism’s oldest sacred texts.

Even historical records suggest that the earliest Ganesh Chaturthi celebrations date back to the Satavahana, Rashtrakuta, and Chalukya dynasties.

Kingly Legacy

The festival gained prominence during the Maratha rule, with Chatrapati Shivaji Maharaja championing it to foster cultural unity and nationalism.

The Peshwas, his successors, continued this tradition, making Ganesh Chaturthi a family celebration. Even after their rule ended, the festival remained a private affair in Maharashtra.  

Tilak’s Vision: A Public Celebration

During British colonial rule, Tilak saw the festival as an opportunity to unite Hindus and instill national pride. 

Defying the British restrictions on public assemblies, he turned Ganesh Chaturthi into an event for the Hindu community. Lokmanya’s efforts paid off, turning the celebrations into a national festival. 

The intricately crafted Ganesha idols are the centerpieces of these celebrations. From the towering 42-foot idol in Khetwadi, Mumbai, to the much-venerated one in Lalbagh, Parel, these idols attract millions of devotees worldwide.

It is enthusiastically celebrated not only in Maharashtra but also in Tamil Nadu, Karnataka, Andhra Pradesh, and many other parts of India.   

Beyond Borders

The appeal of Lord Ganesha extends far beyond India’s shores.

In countries like the United States, the United Kingdom, Canada, and Australia, vibrant Indian communities have brought this beloved festival to international prominence. 

Temples and cultural organizations host grand celebrations featuring traditional music, dance performances, and communal feasts.

A Pan-Asian Phenomenon

Across Asia, Ganesha is worshipped with equal fervor. He is embraced as a cultural icon in Nepal, Thailand, China, Cambodia, Japan, and Afghanistan. 

Each region has its unique interpretation of Ganesha, reflecting its cultural nuances.

His representations vary across these countries, from the elephant-headed duo in Japan to the human-headed Ganesha in Cambodia.

For the Economy

The government’s emphasis on promoting Indian-made products has significantly boosted the local economy during Ganesh Chaturthi. SMEs saw a 35% increase in sales, and industries like idol-making (₹500 crores), tourism (10-15% increase in bookings), and e-commerce (30-40% increase in sales) flourished. 

In Mumbai, the eleven-day Ganesh Chaturthi celebration generated an estimated economic activity of around Rs 1 lakh crore. While official estimates range from Rs 45,000-50,000 crore, independent studies suggest that the Ganesh economy is rapidly becoming as big as Diwali, India’s biggest festival of lights, which generates around Rs 1.5 lakh crore.

Spending Sprees

The unwavering faith in Lord Ganesha’s power to remove obstacles drives fervent spending during the festival, with an average expenditure of ₹5,000-₹10,000 per Indian.

This devotion translates into a surge in demand for festival-related services, from lavish pandal decorations to personalized gifts, leading to a 53% on-year jump in cities like Mumbai, Pune, and Nashik. 

The retail sector also benefits greatly. The Retailers Association of India predicts a surge in sales of smartphones, laptops, refrigerators, television sets, and FMCG products.

This festive season offers businesses a unique opportunity to capitalize on increased consumer spending and expand their market reach.

Embracing the Festive Spirit

From eco-friendly initiatives to interactive campaigns, brands have been leveraging the festival to connect with their audiences, going beyond traditional mediums like TV, print, and digital advertising. Out-of-home (OOH) ads now take center stage during Ganesh Chaturthi.

Uber India, for example, crafted a whimsical map featuring Lord Ganesha’s vahana and the mouse, while Pizza Hut blended tradition and innovation by offering modak-flavored pizzas. 

Havells India rolled out a unique OOH campaign, #HavellsKeDeva, featuring 100 designer fans assembled to create a one-of-a-kind Lord Ganesha idol.  

Godrej Aer created a fragrant walkway tunnel at Mumbai’s iconic Lalbaugcha Raja Pandal. This immersive experience and AR photo stations allowed devotees to capture unforgettable memories.

A Clay Revolution

The vibrant hues of Ganesh Chaturthi, once marred by the environmental impact of PoP idols, have undergone a heartwarming transformation. Biodegradable and artistic clay idols have emerged as sustainable alternatives. 

These idols, like works of art, dissolve seamlessly upon immersion, symbolizing the cyclical nature of life and echoing the core values of Ganesh Chaturthi: light, harmony, and reverence for the environment.

Remember COVID-19? The world stood still, and it disrupted lives for everyone. As lockdowns took hold, everyday activities, including grocery shopping, became challenging. Empty shelves and supply chain disruptions highlighted a pressing need for a faster, more convenient solution.

Little did we know, this crisis was about to inspire a phenomenon that would redefine convenience and speed. A venture that would rise from the ashes of uncertainty to become India’s youngest unicorn startup with a valuation of $5 billion in just three years.

Want to know how? Read on…

Lockdown to Launchpad

In the heart of Mumbai during the pandemic’s peak, two childhood friends, Aadit Palicha and Kaivalya Vohra, faced a familiar foe—empty grocery shelves. Confined to their homes, the duo witnessed firsthand the difficulties their elderly neighbors faced in procuring essential supplies, which inspired them to explore a potential solution. 

Aadit, no stranger to the startup world, had previously launched GoPool, a carpooling app that succeeded in Dubai. With a thousand registered users, GoPool showed promise, but academic pursuits forced it to take a backseat. 

Both friends had secured admission to Stanford University for computer science. But the onset of the pandemic disrupted their plans, forcing them to reconsider their immediate future.

A Gap Year, a Problem, and a Plan

Instead of attending Stanford, they opted for a gap year, utilizing the time to address the immediate need they saw in their community. Their first attempt, KiranaKart, aimed to deliver groceries from local stores (“kiranas”) within 45 minutes. 

After three months of intense groundwork, they taught them the ins and outs of managing stock, predicting customer needs, and overcoming delivery hurdles. After ten months, they had to call it quits. The product-market fit wasn’t there, and their parents, worried about their academic future, encouraged them to return to Stanford.

But the entrepreneurial bug wouldn’t die. Aadit and Kaivalya enrolled in Y Combinator’s online program and emerged in April 2021 with a new venture – Zepto. 

How The Name Was Thought Of

The name “Zepto” is a clever choice. In physics, a zeptosecond is the shortest measurable unit of time, a mere 10 to the power of -21 seconds.

It perfectly embodies their core value proposition—speed. The bold promise was to deliver groceries in under 10 minutes, which was practically unheard of. 

The Dark Stores Network

Zepto’s magic lies in its strategically located “dark stores” network. Unlike traditional supermarkets, these are essentially mini-warehouses stocked with 6,000 in-demand products within a 1.5-kilometer radius of residential areas. 

This allows for rapid order fulfillment—picking, packing, and dispatching within a minute. Finding cheap locations off the beaten path helps them keep costs low. 

Delivery Ninjas

The real heroes behind Zepto’s speedy deliveries are the delivery partners navigating city streets on bikes and scooters. Equipped with real-time traffic data and optimized routes, they ensure groceries reach customers in an average of 11 minutes. 

Customers can track their orders from the moment they’re placed, adding a layer of transparency and convenience to the entire process.

From Seed Round to Unicorn Status

Starting with a modest $730,000 seed round, they quickly gained traction. Investors like Glade Brook Capital, Nexus, and Y Combinator recognized their potential and poured in millions. 

By May 2022, Zepto had reached a phenomenal valuation of $900 million and raised a whopping $200 million. 

In August 2024, they secured another $340 million, pushing their valuation to a jaw-dropping $5 billion – unicorn status in under three years!

A $10 Billion Market on the Rise 

The pandemic accelerated the online grocery market in India. Zepto and other players carved out a new segment – quick commerce. This blossoming market is expected to reach a staggering $10 billion by 2029 from its current size of $3.3 billion. 

Zepto’s annual revenue is projected to reach $610 million by March 2025, a 150% increase from the previous year. The company is even eyeing profitability within the next few months.

The Competition Heats Up

Quick commerce in India is a fierce battleground dominated by four major players. Zomato’s Blinkit reigns supreme with 46% market share, followed by Swiggy’s Instamart.

Zepto, with its 20% share, is making aggressive moves, capturing market share from Swiggy.

Technology & Efficiency

Staying ahead in this fast-paced environment requires constant optimization. Zepto’s tech platform played a pivotal role. Sophisticated forecasting algorithms ensured they stocked the right products at the right time, minimizing wastage. 
Additionally, automation ensured swift replenishment of supplies. Lowering delivery costs was another key concern. Zepto embraced environmentally friendly electric bikes and bicycles for its delivery partners. This not only reduced their carbon footprint but also contributed to profitability.

Outsmarting The Competition

Unlike many quick commerce startups that succumbed to the funding winter, Zepto thrived. Their secret? Strategic expansion and a cautious approach to cash burn. While some competitors splurged on rapid growth, Zepto prioritized sustainability. 

They strategically focused on strengthening their presence in existing major cities like Mumbai, Delhi, and Bengaluru. This disciplined approach has positioned them well for future growth.

Present Day: A Flourishing Enterprise

Today, Zepto stands tall as the third-largest quick commerce player in India.

Dispatching approximately 500,000 items daily across ten cities and employing a network of 40,000 delivery partners, they’ve transcended the realm of groceries.

Their offerings now extend to toys, apparel, and more.

Public Debut & More

With its sights set on an Initial Public Offering (IPO) in the next 18-24 months, Zepto aims for an annualized revenue of $1 billion in the near future.

Their expansion plans include increasing the number of dark stores and further strengthening their delivery network. Additionally,

Zepto Cafe, their new venture offering hot beverages and snacks, has promising prospects. While exploring new avenues, their core focus remains the massive grocery sector, a market they believe dwarfs all others combined.

How often have you walked into a fancy store with a heart full of hope and a wallet ready to open? But as you browse, you find nothing seems quite right. The colors don’t match, the prices are outrageous, and it feels like the products were designed for someone else entirely. You’re not alone. Millions of Indian women have faced this dilemma.

Well, until recently, it was.
That’s when she entered and challenged the beauty giants. She transformed the frustration of countless women into a thrilling journey of self-discovery. Against all odds, she built a ₹4100 crore empire, proving that homegrown brilliance can outshine global giants.

Want to know how she did it? Read on

Of A Small Town Girl

Vineeta Singh is more than another familiar face on your TV screen. Behind the sharp suits and witty remarks lies a captivating and inspiring story.
 
Growing up in Gujarat, this young entrepreneur-to-be made a profit when her friends still played with dolls. At age ten, she was knocking on doors selling homemade magazines. Talk about starting young!

A Leap of Faith

With brains, beauty, and business acumen, Vineeta stormed through IIT Madras and IIM Ahmedabad. While most would’ve jumped at a ₹1 crore offer from Deutsche Bank, she had other plans.

First up? A lingerie line! But even superheroes need a cape (or funding, in this case), so that idea took a backseat. Fast-forward to 2007, Vineeta launched her first startup, Quetzal. It was a good idea—background checks for recruiters—but the market wasn’t quite ready.

Unfazed, she teamed up with her husband, Kaushik Mukherjee in 2012 to create Fab Bag, a monthly beauty box subscription. Little did she know this was just the beginning of something truly special.

A Brand with a Purpose

While curating products, Vineeta noticed Indian women didn’t want shades that washed them out and products that melted under the scorching sun. She saw an opportunity to change the game and fill in the gap.

Armed with knowledge from serving over two lakh women, she set out to create a makeup range made in India for Indians. This idea became the spark that created the SUGAR Cosmetics revolution.

Why The Name?  

Vineeta and Kaushik brainstormed and tested five potential names with an online poll. Sugar emerged as a clear favorite among millennials, but the unexpected feedback sealed the deal.

People felt a strange familiarity with the name as if they’d known it forever. A new name would have been a major risk in a market dominated by established giants. Sugar, however, felt like an old friend.
 
With a name and tagline, “Rule the World One Lipstick at a Time,” Sugar Cosmetics positioned itself as more than just a makeup brand; it was a lifestyle choice.

The Road to Sugar High

The early days were bumpy. With limited cash and market giants like Lakme, L’Oreal, and Maybelline, building SUGAR Cosmetics from scratch was no cakewalk.
 
Balancing a growing family and a startup was like juggling chainsaws with the added hurdles of being a woman in a male-dominated world. She was often told “no” simply because she was a woman.
 
Starting small with just three products, Sugar Cosmetics was short on cash but big on ambition. A smart move to import their now-famous lip crayon from Germany was a game-changer. Sales exploded, and they quickly became a household name. By 2020, they were raking in a whopping ₹105 crores.

Sweet Spot in the Market

SUGAR Cosmetics hit the sweet spot with its pricing. While other brands were stuck in the budget or luxury lane, SUGAR carved out a space in between. Imagine getting a taste of luxury without the hefty price tag.

That’s exactly what SUGAR offered—affordable products with top-notch quality. Don’t forget the packaging. SUGAR made its most budget-friendly products feel like a million bucks.

Over 65% of the brand’s revenue is derived from its lipstick range, with bestsellers like ‘Nothing Else Matters,’ ‘Matte as Hell,’ and ‘Seal the Show driving sales.

More Than Just Makeup

SUGAR isn’t just about looking good; it’s about inclusivity. While the brand was born out of a desire to cater to women, they’ve always welcomed everyone to the SUGAR family.

Their products are gender-neutral, proving that beauty knows no boundaries. Moreover, they are cruelty-free and vegan, which resonated with a market hungry for authentic brands.

Digital Dominance

The key factor in Sugar’s success has been its digital-first approach. While traditional beauty brands relied heavily on celebrity endorsements and television commercials, Sugar leveraged the power of social media and influencer marketing.
 
The company fostered a direct connection with its target audience by building a strong online community. It let them understand consumer preferences better to tailor their products.

Amplifying the message

Sugar Cosmetic’s standout campaign featured Anmol Rodriguez, an acid attack survivor, in a powerful video that resonated deeply with the audience.
 
Their commitment to inclusivity became one of the cornerstones of Sugar’s success. With over 5M followers on Instagram, Sugar has outshone competitors like Colorbar.

Another masterstroke was the #BoldAndFree campaign, starring the charismatic Tapsee Pannu. It leveraged the power of influencers, with 600 creators spreading the word. The campaign was a symphony of media, from television and outdoor advertising to social media.

The Beauty Rules

When the market was flooded with glossy eyeliners, Vineeta anticipated a demand for more practical eyeliners, so they introduced a matte eyeliner that resonated with her customers. It was the beginning of her product innovation journey.

Fast-forward to August 2023, and Sugar broke new ground again, launching Sugar Play. This vibrant makeup range, designed specifically for preteens and teens, showed the brand’s understanding of evolving beauty needs.

On Market Trends

Sugar’s success can be attributed to its strategic positioning at the intersection of a booming beauty market and the rapid growth of e-commerce.

With a focus on digital marketing and a strong emphasis on customer feedback, Vineeta has managed to carve a niche for the brand. The company has raised ₹100 crore in funding to fuel its expansion plans.

From Online to Offline

To cater to a wider audience and increase reach, Vineeta decided to venture into the offline market. Today, Sugar Cosmetics boasts a presence in over 10,000 retail outlets in over 130 cities, a testament to its growing popularity.

The brand’s ability to seamlessly integrate its online and offline presence has set it apart from competitors.

Beyond the Sugar Coating

The brand’s product portfolio has evolved to include a wide range of makeup products, catering to different occasions and skin types.

From lipsticks to eyeshadows, Sugar Cosmetics offers a wide range of products that have resonated with consumers, allowing it to capture a significant market share.

Strategic Partnerships

Renowned celebrities like Ranveer Singh and Kareena Kapoor Khan have endorsed Sugar Cosmetics and invested in the brand, recognizing its immense potential.

Their association has significantly elevated Sugar’s brand visibility and credibility.

Building a Sweet Future

With Sugar Cosmetics, Vineeta has set her sights on future growth and expansion.

The plan has been to build a strong foundation and achieve profitability before considering larger ventures. They intend to file for an IPO in a few years and make their offline stores profitable by 2025.

Why don’t we say, “Search it,” but instead reflexively utter, “Google it”? Or how about when we need a quick copy, we instinctively ask for a “Xerox”? These brands have cast a magical spell, replacing entire product categories with their names.
The brand we are talking about today is no different. It’s a name you casually drop at any local shop, expecting them to know exactly what you mean. That’s not all; you’d be surprised to know that the brand was initially identified with a hangover cure and is now an empire valued at ₹7000 crores!

Despite countless imitators, it remains the undisputed king of its category. It is so intimately interwoven into our daily lives that the name has become synonymous with the essence of life (read on; you will know how!).
Have you guessed the brand already?

A Thirsty Beginning

The story begins in 1851 in the heart of Italy. A former army general turned chemist, Felice Bisleri, was on a quest to cure the dreaded hangover.

His concoction, a blend of cinchona, herbs, and iron salts, dubbed ‘Ferro-China Bisleri’, was a surprising hit.

He established Felice Bisleri & Co. to cater to this growing demand. By the 1920s, the company’s reach extended to India to source ingredients for the famed tonic.

Dr. Rossi, a close confidant and family physician to Bisleri, played a crucial role in this expansion. However, tragedy struck in 1921 when Bisleri passed away, leaving the company’s reins in the capable hands of Dr. Rossi.

Takes Shape

India, a newly liberated nation, was brimming with potential. The economy was on the upswing, and opportunities were as vast as the country itself.

While India was blessed with natural water bodies, the reality was far from idyllic. Many, especially city dwellers, grappled with the challenge of finding clean drinking water.

A visionary at heart, Dr. Rossi saw a gap in the market for bottled water. The concept seemed absurd at the time, but Dr. Rossi was undeterred.

He found a willing partner in Khushroo Suntook, the son of his legal advisor, who shared his passion for this audacious venture.

Against All Odds

Khushroo Suntook, a lawyer like his father, and Dr. Rossi established the first Bisleri water plant in 1965 Thane, Mumbai.

The idea was met with skepticism, even ridicule. Selling water? In India? It seemed like madness. Yet, they persevered, fueled by a belief in their product and a determination to succeed.

And so, the journey began. Bisleri ventured beyond the confines of luxury hotels into the heart of the nation. It was a battle fought with every bottle sold, educating consumers about the importance of pure drinking water. The challenge was immense, but the rewards were even greater.

Surprise Partnership

However, the Bisleri journey took a surprising turn in 1969. News of the ‘madmen’ selling bottled water reached the ears of the Chauhan brothers, masterminds behind the iconic Parle company. They saw the potential and acquired Bisleri for a mere ₹4 lakh (around $50,000 today!)

This marked the beginning of Bisleri’s meteoric rise. Parle, with its marketing muscle, took Bisleri national. They even came up with a revolutionary concept—selling soda alongside mineral water. This dual approach not only boosted their business but also spiked mineral water production in India.

The Water Game

Bisleri wasn’t content to simply quench thirst; it was on a mission to redefine the water game. They weren’t afraid to push boundaries, introducing innovations like tamper-proof bottles and larger, more convenient pack sizes.

It was a bold move that paid off, establishing Bisleri as a trailblazer in the industry. Even as global giants like Coca-Cola and PepsiCo entered the fray, Bisleri held its ground, its reputation for purity and quality unwavering.

A Nation Hydrated

To ensure every corner of India could enjoy it’s refreshing taste, Bisleri built an impressive distribution network. With a reach spanning over 8,000 towns, it was practically impossible to miss. From bustling cities to small towns, the green label and bottle cap became familiar.

While the brand catered to the discerning palate with premium options like Vedica, its heart remained with the everyday consumer. Bisleri wasn’t just about luxury but about making clean water accessible to all.

From Counterfeit to COVID

Counterfeit products emerged as a challenge, but Bisleri fought back with wit and charm. Campaigns like “Har Pani Ki Bottle Bisleri Nahi” became more than just advertisements; they were cultural touchstones.

Then, the unexpected happened: the pandemic. While challenging for many, it opened new doors for Bisleri.

Online orders surged, offering a fresh perspective on how to connect with customers. This digital pivot paid off handsomely. In FY20, Bisleri’s revenue touched a staggering ₹1500 crores, with profits crossing the ₹100 crore

Of The Strategic Playbook

Despite a growing pool of competitors like Aquafina and Himalayan, Bisleri remains the undisputed king, commanding a staggering 60% market share.

While diversification has been key, the brand’s core remains its flagship packaged drinking water. Bisleri employs a strategic approach to maintain its dominance, leveraging the classic marketing mix of product, price, place, and promotion.

Parle’s research arm relentlessly worked to make Bisleri accessible to every corner of India. Today, you’re as likely to find a Bisleri bottle at a bustling railway station as you are in a five-star hotel.

A clever pricing strategy ensures Bisleri fits every budget, with higher costs in premium locations offsetting lower prices in retail outlets.

Not Just a Brand

Over the years, Bisleri has evolved, but that core promise has remained steadfast. Today, it’s more than just water. Bisleri Club Soda, Fonzo, Limonata, and Pop – each flavor, each fizz, is a testament to their commitment to delivering the best. And they don’t just say it; they prove it with certifications from BIS and FSSAI.

With over 103 plants across India and neighboring countries, Bisleri’s reach is vast. The green cap has become an unforgettable symbol of trust and purity.

Once dismissed as a “mad” idea, today, Bisleri stands tall as the undisputed king of India’s bottled water industry, with a whopping 60% market share, valued at a staggering ₹7000 crores.

Bottles of Change

The brand has joined forces with Mumbai-based NGO Parisar Bhagni Vikas Sangh (PBVS), the waste management experts at Sampurna Earth, and recycling leader Dalmia Polypro Industries.

The ‘Bottles for Change’ initiative transforms collected plastic into flakes, the building blocks for products like fabric, handbags, and window blinds.

Beyond taste, Bisleri cares

The company understands the importance of protecting the planet. It pioneered sustainability, importing plastic recycling machines in the 1990s.

Focusing on reusable 20-liter containers showed that businesses could be both successful and eco-conscious. Bisleri isn’t just quenching thirst; it’s quenching the world’s thirst for a better planet.

Stuck in traffic, mind racing, and then it hits you – a billboard that’s not just an ad but a little burst of sunshine on a cloudy day. It’s the familiar face – that adorable girl with the blue hair and the red polka-dot frock, always serving up a witty take on the world. 

From ‘Bidai for Biden’ to ‘Ambyaahni Wedding’, she’s been there for our daily chuckles, turning mundane commutes into mini-breaks. But how did she become such a cultural icon, and what’s the story behind the utterly-butterly delicious magic? 

Are you curious to learn more about this brand, which is not just a part of our taste buds but also a part of our daily conversations? Read on

Takes Shape

The year was 1946, and the Swadeshi movement was in full swing. In the heart of Kaira, a visionary named Tribhuvandas K Patel was stirred by the spirit of self-reliance.

With Sardar Patel’s backing, he led farmers on a 15-day milk strike, forcing authorities to listen.
Enter Dr. Verghese Kurien, an engineer with a heart of gold.

Initially, on a government assignment, he was so captivated by the farmers’ struggle that he extended his stay. He didn’t just witness history; he became a part of it.
This dynamic duo forged an unbreakable partnership. 

Milk Woes & The Beginning Of Change

Fresh from independence, India faced a tough challenge: a nation hungry for milk. The British left behind a broken dairy system with low production and no infrastructure, creating a perfect storm for farmers trapped in the clutches of exploitative traders.

In this challenging climate, a spark ignited in Anand, Gujarat. A group of farmers, tired of being exploited, formed a cooperative.

Their goal was simple yet revolutionary – to gain control over their milk, its price, and its journey from farm to table. This marked the birth of a movement that would transform India’s dairy landscape.

A Revolution in the Making

At the heart of this revolution was Dr. Verghese Kurien, who saw beyond milk – he saw empowerment. Focusing on quality, technology, and farmer welfare, he laid the foundation for India’s White Revolution.

Amul was born, and with it, a dream of making milk accessible to every Indian.

From Deficient to Global Dominance

A country overflowing with milk! That’s exactly what India achieved thanks to “Operation Flood,” a revolutionary program inspired by Amul.

It wasn’t just about milk; it was about empowering farmers by creating a network of cooperatives nationwide. It ensured fair prices for both producers and consumers.

Milk production skyrocketed, transforming India from a milk-deficient nation to the world’s largest producer in just five decades! This incredible feat earned Dr. Kurien the title “Father of the White Revolution.”

From Strength to Strength

Amul’s success story inspired other developing countries to replicate this model and empower their rural communities.

Dr. Kurien’s drive for innovation led to the creation of Asia’s first milk powder plant using buffalo milk. This ingenious solution tackled seasonal surplus, stabilizing farmer income throughout the year.

The brand slowly became a symbol of quality and trust. The iconic Amul girl advertisements helped etch the brand into the hearts and minds of millions of Indians.

Adding To Their Basket

Amul didn’t stop at revolutionizing milk. Their butter quickly became a household staple, a testament to their commitment to quality. Last year, the butter sales saw a whopping 19% increase – a sign of consumer trust in the brand.

But their ambition went way beyond butter. They fortified their offerings with a range of delicious dairy products crafted with pure, wholesome milk.

Cheese, yogurt, and ice cream – the product ladder symbolized indulgence for families across India.

For Every Family

And the innovation didn’t stop there. The brand’s “magic box” overflowed with new delights: milk powder, health drinks, ghee, paneer, chocolates, and even traditional sweets.

This diverse range captivated consumers, propelling the company to a staggering sales turnover of ₹55,070 crores (USD 7 billion) during 2022-23, marking a remarkable 18.5% growth.

Amul wasn’t just a brand; it was a delicious journey for millions of Indians.

Bends But Never Breaks

Amul’s spectacular rise was not easy. In the 60s, it faced stiff competition from established dairy brands, yet it persevered.

The 80s saw infrastructure borders and logistical issues threaten its supply chain, but Amul’s innovative cooperative model protected a robust network that overcame these hurdles.

The pandemic-led disturbances in supply chains and workforce shortages posed significant challenges. However, they rapidly adapted leveraging technology and employing safety protocols to ensure a continuous supply of dairy products nationwide.

Master Ad Campaign

Amul didn’t just sell products; they crafted experiences. The “Taste of India” campaign was a masterstroke, marrying Amul’s delicious dairy with the country’s rich culinary heritage. 

The iconic Amul girl became more than a mascot; she was a cultural commentator, her witty take on current events made every ad a mini-event. 
Amul wasn’t just present, from bustling cities to quiet villages; it was celebrated.

Amul Over A Decade

2011 saw the brand enter the international market, exporting products to over 40 countries helping them cross the $3 billion revenue mark in 2014.

In 2020, they launched organic products focusing on sustainability and health reaching an annual turnover of over $5 billion by 2021.

2022: Amul intensified its focus on sustainability implementing more eco-friendly practices, including solar energy and water conservation initiatives.

2023: The company celebrated its 75th anniversary, highlighting its journey and impact on the dairy industry and rural development in India.

Farm to Fridge in a Flash

Imagine millions of liters of fresh milk going from far-off villages to your doorstep. That’s the Amul magic! Keeping this liquid gold pure and fresh in a hot country is no small feat.

Amul has mastered the art of milk logistics, with a vast network that swiftly collects milk from every corner. Their state-of-the-art processing plants work their magic.

It’s no wonder Amul processes a staggering 14 million liters of milk daily, turning it into the creamy goodness we all love.

Life’s Moments

Amul is the secret ingredient to India’s celebrations, from Diwali sweets to wedding feasts and the cool comfort of ice cream on a hot day.

It’s not just a brand; but love woven into the fabric of our lives. Every festive gathering brings families together, and Amul is right there, adding a dash of creamy joy to the occasion.

Lives On

Dr. Verghese Kurien, the architect of India’s White Revolution, passed away in 2012 leaving behind a legacy. His dream of empowering farmers and nourishing the nation lives on through Amul. 
Amul is a global dairy giant, reaching millions across 50 countries.

Their vision is ambitious: to uplift 300 million farmers and consumers by 2030. With a staggering ₹56,000 crore in revenue and a market cap touching ₹1,25,000 crore, Amul continues to be a beacon of quality, growth, and Indian spirit.

Spreading the Butter of Love

Amul is deeply rooted in its community. From prioritizing employee well-being with initiatives like health and safety programs to empowering women in dairy farming,

Amul leads by example. They ensure farmers receive fair prices, provide veterinary care, and support rural development. When disaster strikes, Amul’s Relief Trust steps in to lend a helping hand.

By planting trees and promoting sustainability, they’re building a greener future. It’s not just about milk; it’s about nurturing lives and livelihoods.

The Next Chapter

Amul is setting its sights on a new adventure—conquering America’s taste buds! It’s partnered with a US dairy cooperative to launch its iconic fresh milk across the pond for the very first time.

This move follows a call by India’s Prime Minister to make Amul “the world’s largest dairy.”
While Amul has exported dairy products for years, this fresh milk marks a pioneering step.

Initially, they’ll focus on Indian stores on the East Coast and Midwest, offering familiar one-gallon and half-gallon packs. 

They also plan to introduce other beloved Indian dairy products, such as curd, buttermilk, and paneer, to cater to the growing demand for these delicious treats. Get ready, America; a taste of India is coming your way!

On one hand, you have a tech giant, a global leader in a crowded market, but with a nagging problem. While their current product line is successful, it lacks a certain spark. 

A new player, seemingly from nowhere, sees the problem and instantly comes up with a solution – exceptional quality at a fraction of the cost. News spread faster than a viral video. Whispers turned to a roar as consumers, tired of overpriced options or underwhelming quality, flocked to this upstart brand. 

This is the story of a new brand that dared to challenge the established giants, rising from a non-existing market to become a global force. Ranked 5th in a market dominated by giants, they prove that even the slightest spark can ignite a revolution.

Want to know how this brand changed this industry? Read on

From Suits to Startup Sounds

Aman Gupta wasn’t your typical tech entrepreneur. He had a proven track record
in the corporate world, but his passion for gadgets and audio remained strong.

After years of working with established electronics brands, a dream began to take shape – creating his own audio company catering to the Indian market. 

Learning the Ropes

Gupta’s journey started well before boAt set sail in 2016.  He honed his business acumen working in his family’s electronics business and then at Citibank.  He even pursued an MBA, all while keeping a close eye on the ever-changing world of consumer electronics. 

An early taste of the startup world came with his venture, Advanced Telemedia. Here, he helped launch international audio brands in India, gaining valuable experience in the market he planned to conquer. Later stints at KPMG and HARMAN further solidified his knowledge of the industry and the needs of Indian consumers.

The Seed of an Idea is Planted

One key takeaway from Gupta’s experience was consumers’ growing openness to trying new brands. This planted the seed for boAt, a company offering high-quality audio products at accessible prices. 

The Next Step

Knowing he couldn’t go it alone, Gupta joined forces with his friend Sameer Mehta in 2014.

Together, they embarked on a two-year research and development journey, laying the groundwork for what would become boAt. 

Why the name boAt?

When naming their creation, the founders didn’t just pick a word; they captured a feeling. ‘boAt’ wasn’t just letters on a page; it was a symbol – a call to ride the waves of life, sound by side with your soundtrack.

The adventure didn’t stop there. Their tagline, ‘Plug into Nirvana,’ was a promise. It promised an escape, an immersion into pure audio bliss.

Talking about the logo – a sleek, stylized boat, with the ‘b’ forming its mast and sail- was a reminder that life’s a journey, and the company wants you to ride every wave with them.

boAt Lifestyle Sets Sail

December 2016 wasn’t exactly smooth sailing for new businesses. Indian tech giants were struggling, and the market was flooded with new Chinese players.

Some might have called it a terrible time to launch a new brand, but Aman Gupta wasn’t fazed. He knew they had something unique to offer.

Overcoming Obstacles

Getting started wasn’t easy. Banks weren’t interested, investors were cautious, and the market was crowded. But Gupta and his co-founder, Sameer Mehta, were determined. They pooled their own money of about Rs.15 lakhs each and started small, selling mobile cables and chargers.

Their first product? An indestructible Apple charging cable – a solution to a common frustration for many. They followed this up with a range of audio products designed specifically for the Indian market. Remember that deep, thumping bass Indians love? These earphones were tuned to deliver just that.

Value over Price Wars

Despite the challenging market conditions, the company managed to turn a profit in its first year. They achieved this by focusing on quality and features that resonated with Indian consumers, like their signature bass-heavy sound profile. 

They also avoided the price war with established brands, instead positioning themselves as a mid-range option with better quality than budget brands.

Building a Community

Consumers loved boAt’s focus on quality, affordability, and features that mattered to them like that deep, thumping bass Indians craved.

Sales grew steadily, and the brand gained a loyal following. It claims to add one boat head to the family every three minutes. This wasn’t just about selling gadgets but building a community.

The Game-changer

With the rise of work-from-home culture, where crystal-clear audio for meetings became a must-have, Aman Gupta saw an opportunity.

They constantly innovated, expanding their product line to include work-from-home essentials like comfortable, noise-canceling earphones, carving a niche for itself in the ever-growing audio market.

How boAt won Hearts and Ears

Without a huge marketing budget, they got creative. They used social media to connect directly with consumers, addressing their pain points with targeted ads like the one featuring the broken Apple cable.

The ad data helped them refine existing products and develop new ones, like sweatproof headphones and a wider range of colors.

The founders recognized that boAtheads loved sports and entertainment. So they created themed product lines like ‘Sound of the Champions™’ featuring cricket stars, ‘Glamour of the Stars™’ with Bollywood favorites like Kartik Aaryan and Kiara Advani, and ‘Soul of the Musicians™’ rocking out with Neha Kakkar, Diljit Dosanjh, and Naezy. 

They even collaborated with Hardik Pandya to design custom earpods! It is all about amplifying the voices and styles of tomorrow’s trendsetters.

From Bootstrapped to Booming

After two years of bootstrapping, boAt secured funding from an investor impressed by their strong brand identity, focus on quality, and ability to identify customer needs let boAt expand its product line and continue to grow.

boAt’s sales skyrocketed year after year. They weren’t just another electronics brand; they were a lifestyle choice for the young and trendy. This success story caught the eye of investors, and soon boAt was raking in millions.

Impressive Growth and Global Recognition

By 2020, boAt was ranked the 5th largest wearable brand globally, according to IDC. boAt’s revenue has surged significantly, doubling y-o-y in FY22 reaching Rs 3,000 crore.

Fast forward to FY23, and they hit a major milestone: not only were 15 million boAt products assembled in India, but they smashed their revenue target, reaching $500 million for the first time.  This impressive growth has positioned them as a major player in the global wearables market.

From Underdogs to Kings

BoAt faced a dynamic market with established players like Mivi, Skullcandy, Noise, pTron, Samsung, and Xiaomi vying for shares with other aggressive new-age startups.

While their products cater to a wide range of budgets, after-warranty service remains a hurdle. BoAt doesn’t offer repairs or replacements beyond the warranty period, even for customers willing to pay.

boAt Riding the Wave

With a market share of 30.6% in the audio wearable segment in 2023, Aman Gupta’s boAt continues to dominate the Indian market. The company has roped in Bollywood Actor, Ranveer Singh as its brand ambassador and investor.

While an IPO planned for 2022 was put on hold due to market shifts, boAt is still going strong. They’ve expanded their product line up adding exciting new categories like personal care and smartwatches.

Their acquisition of KaHa has been a game-changer, particularly in the smartwatch segment, with KaHa consistently rolling out innovative features.

Beyond the Waves

Undeterred, boAt is taking a step-by-step approach to something big. They’ve just started manufacturing simpler products, like chargers, right here in India.

It might seem like a small first step, but it represents a giant leap forward in their commitment to domestic manufacturing.

With each new product made locally, boAt inspiresis inspiring a wave of others to set sail on their own domestic manufacturing journeys.

An 8×8 foot cell, three days without food, a foreign country, and a communist regime breathing down your neck – all for daring to criticize their system. No, this isn’t a scene from a movie.  It is the unlikely birthplace of a revolutionary idea.  

Imprisoned, confused, and on the verge of starvation, this man underwent a radical transformation, shifting from a confused leftist to a compassionate capitalist. He set about changing the face of technology and creating a company that would rewrite India’s economic future.

Curious to know who this person could be? Buckle up because you’re about to meet the mastermind behind a business empire, and the answer might surprise you.

A Life Shaped by Values

The fifth of eight children, Narayana Murthy was born into a modest lower-middle-class family in Mysore. His father, a school teacher,taught him the importance of public good and sacrifice, while his mother focused on honesty. 

His civil servant uncle steered him towards it, but Murthy harbored a different dream. He pursued engineering to become a junior engineer in a hydroelectric power plant – one of Nehru’s “temples of modern India.”

The Allure of Computers

Fate, however, had other plans. His Master’s degree at IIT Kanpur introduced him to the captivating world of computers, a technology that would become the cornerstone of his revolutionary vision. 

The Irresistible Offer

Despite lucrative job offers, Murthy was drawn to Ahmedabad for an opportunity.  Professor Krishnayya of the Indian Institute of Management promised access to “a great, modern mini-computer,” making the institute the third business school globally (after Harvard and Stanford) to install a time-sharing system. 

The prospect of a collaborative environment where he could learn relentlessly for a modest Rs. 800 a month proved irresistible. He later recalled this decision as the best one of his life.

Learning and Legacy

Murthy honed his analytical skills as a research associate at IIM Ahmedabad. His thirst for knowledge soon translated into action when he became a chief systems programmer. 

He wasn’t just writing codes; he was making history by developing India’s first BASIC interpreter for the TDC 312, a computer far ahead of its time in late-1960s India.

From Rejection to Revolution

The seeds of Infosys were sown in technical prowess and professional rejection. When Murthy’s application for a position at Wipro was denied, it sparked a fire within him. 

Little did Wipro know they had just given birth to one of their biggest competitors. While his first IT venture, Softronics, wasn’t successful, it provided valuable lessons that Murthy would carry forward. 

The Unlikely Beginnings of a Tech Giant

Murthy envisioned a company that could revolutionize the industry. He started with a shoestring budget of just ₹10,000, borrowed from his wife. His first office was the front room of his own home. 

Undeterred, Murthy and six colleagues set out to build a global IT services company in India.
The initial capital was not enough.  So, Murthy negotiated a lifeline with a prospective client, securing working capital for a few crucial months.

Battling Bureaucracy

The challenges were many. In the 80s, computers were rare, and getting a telephone connection took years.  While his colleagues in the US toiled away on software development, Murthy became a master of bureaucratic hurdles.  

Securing a license to import a single computer took 50 trips to Delhi over three years!  Even getting a phone line, crucial for daily client updates, felt insurmountable.  

The RBI’s bizarre forex regulations added to his difficulties. They asked Murthy to earn foreign exchange and share half with them when he returned it to India. Despite these issues, Murthy and his team’s unwavering dedication kept them going.

Building Trust

Murthy understood the importance of client relationships.  He tirelessly ensured his clients were satisfied and their payments arrived on time. 

It meant long waits at the RBI office to secure a portion of the earned income to send as maintenance allowance for his colleagues in the US.

The Power of Persistence

One instance perfectly exemplifies Murthy’s resourcefulness.  A New York client offered a lifeline – an IBM-compatible computer on loan. The catch? Daily progress reports over the phone.  This, again, highlighted the lack of basic infrastructure.  

The phone department prioritized retired government officials, leaving Infosys’ request in limbo. But Murthy wouldn’t give up. He persisted, finally securing a connection that showed the lengths he would go to for his clients and team.

GDM Disrupts the IT Landscape

Infosys started small, but its focus on quality and client satisfaction quickly paid off.  Realizing the potential of global markets, Infosys pioneered the ever-present Global Delivery Model (GDM). 

This innovative approach allowed them to deliver high-quality software services remotely, making them a cost-effective option for Western companies.

Murthy’s Vision Takes Flight

Pune, their initial home base, offered limited growth potential.  In 1983, they made a strategic move, shifting their headquarters to Bangalore, India’s burgeoning tech hub, the beginning of Infosys 1.0, a vision Murthy spearheaded. 

The now-legendary Global Delivery Model (GDM), Murthy’s brainchild, was a stroke of genius. It allowed Infosys to deliver high-quality software development services remotely, leveraging India’s skilled workforce to offer cost-effective solutions to Western companies.

Innovation to International

The GDM was rapidly becoming the industry standard by 1987. With its sights set on global expansion, Infosys opened its first international office in Boston, USA, solidifying its position as a global player.

The early 1990s ushered in a period of economic reforms in India, and Infosys was perfectly positioned to ride the wave. 

Demand for outsourced software development services skyrocketed, and Infosys’ revenue grew exponentially, crossing the ₹8.66 crore mark (approximately $3.3 million) by 1992. 

From Unsubscribed to Unstoppable

Confident about their success, they decided to go public in February 1993.  However, the market wasn’t ready for a software company, and the IPO was undersubscribed.  

Just when Infosys’s dreams seemed to be faltering, investment bank Morgan Stanley, recognizing Infosys’s potential, stepped in with a strategic bailout, acquiring 13% of the company’s equity. This financial backing and the growing demand for its services propelled Infosys forward.

Building a People-First Company

The company’s success wasn’t just about numbers. Infosys believed in empowering its employees.

Their pioneering Employee Stock Option Program (ESOP) created a sense of ownership and shared success, making Infosys a magnet for top talent. This focus on employee well-being became a core part of their company culture.

Beyond Borders

With its roots in Bangalore, Infosys continued to flourish. In 1994, it moved to a more permanent home in Electronic City. They extended beyond India’s borders, opening a development center in Fremont, California, solidifying its presence in the US market.

Recognizing the Internet’s potential, Infosys established its e-business practice in 1995. This move coincided with its European expansion, marked by the opening of its first office in the UK. Development centers in Toronto and Mangalore bolstered Infosys’ global reach.

Philanthropy Takes Root

Giving back to society became a core principle for Infosys.  In 1996, they established the Infosys Foundation, a philanthropic arm dedicated to supporting education, rural development, healthcare, and various social causes.

A Whirlwind of Growth

1997 saw the opening of an office in Toronto, Canada, and the launch of their Enterprise Solutions and packaged applications practice.

In 1999, Infosys became the first Indian company listed on the NASDAQ, achieving a CMM Level 5 certification for excellence in software development processes. In 2000, they doubled their revenue to $200 million.

Focusing on Employee Wellbeing

This phase was about exploring new service lines. By 2001, revenue had doubled to over $400
million, and their commitment to employee well-being was recognized with a “Best Employer”
award.

N.R. Narayana Murthy Exits

A significant leadership change occurred in 2002.  N.R. Narayana Murthy, the visionary leader who had steered Infosys from a shoestring startup to a global IT giant, stepped down as CEO. 

He assumed the roles of Executive Chairman and Chief Mentor, while co-founder Nandan M Nilekani became the new CEO. 

Growth Continues

In 2004, the company’s revenue reached a record ₹3,564.5 crore ($1 billion), and it launched Infosys Consulting. For its excellence, Infosys was inducted into the Global MAKE Hall of Fame.

2006 saw revenue doubling to $2 billion and a workforce exceeding 50,000 employees.

In 2008, the revenue doubled again, crossing $4 billion, while annual profits exceeded $1 billion. By
2010, the revenue surpassed $5 billion.

Hampering Infosys Rise

Infosys’ meteoric rise wasn’t easy. In 2011, they were accused of visa fraud in the US, using visitor visas for work requiring specific work visas. 2019 a subsidiary settled tax fraud allegations with California’s Attorney General. 

More recently, their takeover of government portals like income tax and GST resulted in criticism for malfunctions and poor performance. 

Their company culture sparked debates when founder Narayana Murthy advocated for a 70-hour workweek, raising questions about work-life balance in the Indian IT industry.

A Decadal Climb

Infosys’ journey reflects a relentless climb to the top. The 2010s were marked by global expansion, innovation, and industry recognition.

The 2020s saw their commitment to sustainability with early carbon neutrality and strategic partnerships, cementing their leadership with AI-powered platforms like Infosys Cortex and others.

Today, Infosys is still a financial powerhouse and a top IT services brand with a global workforce exceeding 317,000 employees and a presence in over 85 countries.

The Workforce of Tomorrow

Infosys advocates a future of work that blends flexibility, automation, and human connection. They’ve embraced a hybrid model that goes beyond traditional office or home environments, aiming to attract and retain diverse talent.

To make remote and flexible work seamless, Infosys is leveraging cutting-edge automation tools and optimizing outcomes.

But technology isn’t the sole focus. They are looking at experiential strategies that utilize digital tools to engage and enthrall talent, fostering a dynamic and attractive work experience.