Indus OS’ story now a case study by Ivey Publishing to be also distributed by Harvard Business Review

>> Authors Saurabh Bhattacharya & Arpita Agnihotri have published a case study on Indus OS’ success in India with Ivey Publishing; the leader in providing business case studies with a global perspective


 Indus OS’ journey from launching its first device in May 2015 to quickly toppling global giants such as Microsoft’s Windows, Apple’s iOS & becoming India’s #2 Operating system as per market share is now a case study which has been published by Ivey Publishing. The case study is available for purchase on the Ivey Publishing website and will also be distributed by Harvard Business Review.

The case study focuses on how Indus OS has successfully created a clear competitive advantage over global giants by creating a product with incremental innovation & creating customer value via strategic alliances thereby paving the way for an Indian smartphone ecosystem.

Titled as “Indus OS: Revolution Through Incremental Revolution”, the case study will be available for teaching purposes at some of the leading business schools around the world. The readers of the case study would be able to understand how Indus OS, a young Indian tech startup has recognized the needs of the consumers in India and has been successful in the Indian smartphone operating system space which was largely dominated by large multinational corporations.

Authored by Saurabh Bhattacharya, a lecturer at Newcastle University Business School, UK & Arpita Agnihotri, Assistant Professor at Penn State Harrisburg, USA the case study is intended for undergraduate & MBA students especially studying courses such as business management, entrepreneurship & international marketing.

In the past few years, business case studies have been published on some of India’s leading startups such as Flipkart, Paytm, Byju’s Learning App & Capillary Technologies and are being used for teaching purposes for undergraduate & MBA students around the world. Indus OS is the latest addition to the prestigious list of success stories from India.

 Rakesh Deshmukh, Cofounder and CEO of Indus OS said,

“It is a moment of great pride to have our journey being recorded as a case study which would be a part of the curriculum offered at some of the leading educational institutes across the globe. We are thankful to Ivey Publishing & Harvard Business Review for distributing the case study on their websites. Our vison is to create an indigenous technology platform specifically for India & to have over 1 billion smartphone users from India connected with an Indian digital ecosystem. For us the journey to provide a major push for Digital India by empowering Indians with a smartphone ecosystem of their choice has just begun. Our story being included as a case study for undergraduate & MBA students across the globe is testament to the impact that Indus OS has had in India’s smartphone OS market”           

Saurabh Bhattacharya, Lecturer, Newcastle University Business School & Case Author, Indus OS: Revolution Through Incremental Innovation said,

“Indus OS is a truly customer-oriented company providing seamless mobile experience

through its multilingual operating system. The team of Indus OS strives for incremental

innovation and customization to adapt and suit the needs of forward-looking customers

from developing countries.”

 Arpita Agnihotri, Assistant Professor, Penn State Harrisburg, USA & Case Author, Indus OS: Revolution Through Incremental Innovation said,

“Indus OS has not only survived the competitive scenario of the Indian mobile

operating system but has also reshaped it by providing products and solutions which

are innovative, affordable and accessible, creating value for both its partners and end



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