Is 'Be Unique, The Flipkart Way' by Varadharaju Janardhanan and M.H. Bala Subrahmanya a game-changer for entrepreneurs?

If you’re a fan of Flipkart or are just curious about what made India’s e-commerce giant rise from a modest start-up in 2007 to a powerhouse by 2022, then Be Unique, The Flipkart Way is a book that will keep you hooked. Written by Varadharaju Janardhanan and M.H. Bala Subrahmanya, this book offers a deep dive into how Flipkart’s success was driven by corporate entrepreneurship and a unique organisational culture that encouraged innovation.

Flipkart's Journey: From Start-Up to Unicorn

The book starts by taking the readers back to 2007, when Flipkart was a small online bookstore in Bangalore and the e-commerce market in India was just beginning to take off. It’s fascinating to read about the challenges the company faced in those early days—everything from building a supply chain in an underdeveloped market to convincing Indian consumers to shop online. But the authors make a compelling case that Flipkart’s ability to innovate on both the supply and demand sides of the business was a huge part of its success. They balanced creating infrastructure with generating customer demand—a move that set them apart in the highly competitive e-commerce space.

Corporate Entrepreneurship: The Secret Sauce?

What really stands out in this book is the concept of corporate entrepreneurship—how Flipkart encouraged its employees to think like entrepreneurs. Rather than just following a top-down management structure, Flipkart nurtured an environment where employees (or “Flipsters”) could take risks, experiment with new ideas, and even launch their own ventures. This culture of innovation was deemed so powerful that it is said to have resulted in over 200 start-ups founded by former Flipkart employees, further contributing to India’s start-up ecosystem.

The authors argue that this entrepreneurial culture wasn’t just a passing trend but a core driver of Flipkart’s sustained growth. They provide solid evidence of how Flipkart’s leadership proactively fostered creativity and risk-taking within the company, giving employees the freedom to innovate and renew the company’s strategies periodically. This culture of “start-ins” and M&As helped Flipkart continuously adapt to the evolving market, which, as we know, is crucial in the tech world.

What’s Missing: A More Balanced View

While the book offers a fascinating look at Flipkart's growth, there are a few areas where it could have been more critical. For one, the authors place a lot of emphasis on corporate entrepreneurship as the key driver behind Flipkart’s success. While it’s clear that a strong, innovation-driven culture played a major role, the book at times oversimplifies things by suggesting this was the only reason Flipkart succeeded. There’s little mention of other crucial factors, like timing, market conditions, or even some of the more challenging periods that Flipkart went through. Especially the fact that the company, for instance, struggled with profitability for years and faced intense competition from Amazon. A more in-depth analysis of these hurdles would have made the book more well-rounded.

Additionally, the book doesn’t go deep into Flipkart’s competitive landscape, particularly its rivalry with Amazon. It would have been interesting to read more about how Flipkart adjusted its corporate culture and innovation strategies specifically to counter Amazon’s dominance in India. The lack of this external focus can leave readers with an incomplete picture of Flipkart's strategic challenges.

Another slight drawback is the tone and writing style, which, while accessible, can sometimes feel a bit dry. Given the fascinating subject matter, the book could have benefited from a more engaging, story-driven approach that would have made the corporate strategies and entrepreneurial insights feel more dynamic. Instead, it occasionally reads like a case study, which might appeal to business professionals but could leave casual readers wanting more of the human element behind the corporate strategy.

The Good Stuff: All for Entrepreneurs

That said, the book is packed with practical insights. The concept of corporate entrepreneurship is explored in depth, making it clear how companies, even large ones, can remain nimble and innovative. The emphasis on building a culture that fosters risk-taking and creativity is something that every entrepreneur or business leader should take note of. The way Flipkart developed an internal ecosystem that encouraged innovation is something that is not only inspirational but also actionable for anyone looking to build a successful business.

What we really appreciated was the book’s ability to showcase how Flipkart didn’t just create a successful company—it did help build a start-up ecosystem. From funding to mentoring to incubation, Flipkart played a role in shaping India’s start-up landscape.

Final Thoughts: A Good Read, with Some Caveats

Be Unique, The Flipkart Way can be an insightful, research-driven look into Flipkart’s entrepreneurial culture and how it contributed to the company’s success. For anyone interested in start-ups, corporate entrepreneurship, or how to build an innovation-driven company, it offers quite a bit of practical insights. However, it does have its limitations. The focus on corporate entrepreneurship sometimes overshadows other factors of success, and there’s a lack of critical reflection on Flipkart’s challenges and setbacks. Moreover, the writing style could be more engaging for a broader audience.

That being said, if you’re an entrepreneur or a business leader looking for inspiration on how to foster innovation and scale a company, this book is definitely worth your time. Admittedly, it does offer a rare inside look at how one of India’s biggest success stories was built—and how you can apply those lessons to your own venture. Just be prepared for a somewhat academic tone and a focus on the bright side of Flipkart’s journey.

Interested in A Billion Dreams by Vardharaju Janardhanan and M.H. Bala Subrahmanya? Read our review here.