Ten years of research is mostly based on my personal meetings with startups from all over India. You will find this book straightforward and maybe a little harsh. But the goal was to put reality in this book and exclude all those fiction stories, rumors, myths, and all the bullshit. I will say this now, this book is not for lighthearted companies. This book aims to help new companies understand the retail market in a better way. You will be able to explore the Core of the retail market without taking any risks. Believe me, when I say, hardly companies get everything right in retail, companies that figure out, first take the risks and fail multiple times to get to desired results. In retail mistakes are too expensive, after that doesn’t matter if you have analyzed your mistakes or not. Because by the time you understand your mistakes, your company will be under severe financial damage. These are not my opinions, these are notes and remarks speaking which I collected during the meetings. In total, I have sat down and discussed with 1671 startups all over India. I have not let any optimism or pessimistic nature bias this book. It’s pure reality and I know it sucks. But at the end of day, we make something valuable when we see and accept real things in this world and stop daydreaming. I have seen radical daydreamers, overconfidence, over-optimistic, over-cautious, highly educated fools, undereducated,un-coachable persons, miracle seekers, I know it all fools and true innovators. To be true, I have used the same exact words with each person in the meeting where I thought was needed so not behind-the-back talk.

You will get to know about different approaches on retail with advantages and disadvantages of each approach. Common mistakes, pitfalls for newcomers will also be highlighted. Well, this book will not make you a master of retail, believe me, no such thing as a master of retail exists. Even big companies take the fall now and then while diversifying into new markets. Take this book as your first real step towards understanding the retail market. I feel sad to break it for miracle seekers, there is no secret magic formula to succeed in the retail market overnight. Deal with the reality or get pushed by it, but can’t change the facts. If you still don’t understand then ask yourself this, have you ever been forced to eat something or buy something from the supermarket, no ? right. Companies innovate to make consumer’s lifestyles better and fast, but it is the consumer who makes the decision to make the purchase or not. Yes, companies can persuade through marketing promotions and good advertisements and it might give the company some advantage. But still, it is the consumer who makes the choice of whether to buy it or not. So, I know it all attitude is not very healthy in the retail market.

If you have enjoyed reading up to this point, then stay tuned for the new updates about my book on this page. November 30, 2026, has been finalized by my team for the launch of this book. Why this much time? Because I have my final manuscript ready now, but yet I have to approach publication houses to get it published. In the coming time, I will be approaching some of the most reputed and loved publication houses like Penguin, Wiley, Harper-Collin, and few more. Again I couldn’t get any better team to work and support me throughout this journey. The book may contain my name as the author, but completing this book wouldn’t be possible without my team's love, support and hardwork. I dedicate this book to my father, lovely wife, and son. Special thanks to my team, my editor, partners, and all my market associates for supporting me in completing this book.