Book review | The Indic Quotient by Kaninika Mishra
Author: Kaninika Mishra
No. of pages: 210
Published by: Bloomsbury India
Published on: 28th July 2020
My rating: ★★★★☆
Over the past decade, India has seen a significant rise in both passion for enterprise and pride in heritage. The two have converged to form successful ventures and imaginative social initiatives centred around Indic ideas that encompass yoga, Ayurveda, textiles, Sanskrit education and temple conservation, among others.
In The Indic Quotient, Kaninika Mishra celebrates the efforts of ordinary Indians as they reclaim their native identity with ingenuity - from a team of economists working to put long-forgotten millets on urban Indian plates in Delhi to a group of art enthusiasts working to bring back stolen artefacts from museums abroad; an ex-investment banker formulating Ayurveda-inspired beauty products in Chandigarh to a yoga teacher from rural Bihar setting up a successful teaching practice in Gurugram; and a former engineer working to revive traditional textiles in Assam to a corporate professional in Bengaluru making India's first Sanskrit animation film. With intimately told stories of dynamism and entrepreneurship, the book tries to examine the relevance of traditional wisdom and culture in modern India, and what they mean for India's economic future and soft power.
Author Kaninika Mishra has pulled off what many Non-fiction writers couldn't. An extensively researched and well-informed book, The Indic Quotient brings you the best of India's authentic entrepreneurial ventures. With this massive technological boost in 21st century, a lot of start-ups are very westernized or influenced by the West. But The Indic Quotient shows you the 'Desi' side of start-ups - the start-ups that are 'Made on India' but made for the whole world.
The book talks about how Yoga, Ayurveda, Handloom, Indian indigenous grains, Sanskrit, Indian supermarket chains and Indian cuisine has made its way across the oceans and dominated the foreign businesses and markets. Did you know, the Anushka Sharma-starrer Bollywood movie Sui Dhaaga played a massive role is boosting awareness about handloom clothes? And since then handwoven clothes have been the new cool for the urban youth in India. The Indic Quotient deconstructs every nook and corner that helped build up the traditional Indian industries.
The author delineates the rise and reach of many Indian companies like Biotiwue, GoCoop, SoulTree, etc, and how they are being successful in spreading Indian's traditional roots in the form of authentic business. And not only that, The Indic Quotient talks about the sociocultural history of Aryurveda, Yoga, and all things Indian.
I can't explain enough, how vast the information is in this book. Author Kaninika Mishra has herself interviewed these small business owners to know how these businesses grew in the Indian market as well as the international market. From a small village in Bihar, to the posh city of Gurgaon, everywhere these businesses are rising. And they are taking India's culture forward. Kudos to the author for bringing this out to the world through her book. Non-fiction lovers, this book is definitely for you.
Kaninika Mishra was born in Jamanagar, Gujarat and grew up in different parts of India. She holds bachelor's degrees in homeopathic medicine and arts, as well as a master's degree in management from Queensland University of Technology, Australia, and East Carolina University, USA. Kaninika has worked in the financial sector in India for several years and now heads the Learning and Development department for a communications firm in Gurgaon. Her bestselling book The Indian Millionaire Next Door, published in 2012, contains inspiring accounts of the professional journeys of India's top financial advisors and has been translated into Hindi and Tamil.
I received a copy of the book in exchange of an honest and unbiased review.