Be Unique, The Way: Unravelling Unprecedented Corporate Entrepreneurship (Hardcover) – Varadharaju Janardhanan & M.H. Bala Subrahmanya

When Flipkart was founded in Bangalore in 2007, India's e-commerce industry was virtually non-existent, and the digital ecosystem for tech startups was still in its absolute infancy. Yet, over the span of fifteen years, this homegrown venture scaled to monumental heights. Be Unique, The Way: Unravelling Unprecedented Corporate Entrepreneurship provides an exhaustive, research-backed analysis of Flipkart’s growth trajectory from 2007 to 2022, attributing its historic success to the visionary adoption of corporate entrepreneurship and a fiercely protected internal culture of innovation.

Authors Varadharaju Janardhanan and M.H. Bala Subrahmanya delve deep into how Flipkart’s founders and executive leadership systematically overcame monumental infrastructure hurdles. The book maps out their dual-front strategy: aggressively building supply-chain capabilities from scratch on one hand, while simultaneously generating digital consumer demand on the other. This model succeeded through a relentless series of process innovations, pioneering financial innovations (such as Cash on Delivery), and aggressive market innovations.