13 MILLION SELLERS in 2021. ₹0 STARTING CAPITAL. How Two IIT Graduates Built a Business Model So Hard to Copy, Shopsy by Flipkart Failed Trying. In 2015, Amazon and Flipkart were at war for urban India. But these two IIT graduates, Vidit Aatrey and Sanjeev Barnwal went the other direction. They went to the housewife in Nagpur reselling sarees on WhatsApp. The boutique owner in Surat with no supply chain access. The first-generation entrepreneur in Patna who wanted to start a

The first time a Wakefit mattress arrived at my home, I didn't know what to expect. Except that there was a 100-night return policy, which I found hard to believe. But it helped build trust, and it worked. What I got was a tightly rolled, vacuum-sealed package that looked nothing like a mattress. Then you cut the wrap open with the custom blade that came with it. Slowly, it begins to unfurl. It expands, takes shape, fills the bed. It's oddly theatrical - the product performin