An Indian startup Indus OS that developed Indus OS mobile operating system has been featured in a case study titled "Indus OS: Revolution Through Incremental Innovation" by Ivey Publishing, one of the leading business case study providers. The case study of the success of Indus OS will also be distributed by Harvard Business Review.
Authors of the case study, Saurabh Bhattacharya and Arpita Agnihotri work as lecturers at the Newcastle University Business School, UK and Assistant Professor at Penn State Harrisburg, USA. The case study is intended for undergraduate and MBA students pursuing business management, entrepreneurship and international marketing.
Indus OS launched its first device in in May 2015 and became the second most preferred OS in India, after Android, surpassing Microsoft’s Windows and Apple’s iOS. The case study highlights and helps the readers understand about how the Indian tech startup became successful in the Indian smartphone operating system space.
Rakesh Deshmukh, the co-founder 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 and Harvard Business Review for distributing the case study on their websites." He also added "Our vision is to create an indigenous technology platform specifically for India and to have over 1 billion smartphone users from India connected with an Indian digital ecosystem."
Saurabh Bhattacharya, one of the authors of the case study said "The team of Indus OS strives for incremental innovation and customisation to adapt and suit the needs of forward-looking customers from developing countries.”
Arpita Agnihotri, another case author 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 consumers.”
Indus OS employs 100 people out of which 80 percent are dedicated to technology and research and development. Indus OS has been used by smartphone brands such as Micromax, itel, Intex, Karbonn, Celkon and Swipe and has a user base of over 10 million. The OS is available in English and 23 Indian regional languages. It has its own apps store called App Bazaar with over 400,000+ applications. Few of its investors include Omidyar Network, VenturEast and JSW Ventures.
The case study can be purchased from the Ivey Cases website and the Harvard Business Review website. Other start-ups whose case studies have been published earlier includes Flipkart, Paytm, Byju’s Learning App and Capillary Technologies.