Saying No to Jugaad: The Making of Bigbasket By M S Subramanian And T. N. Hari
Genre: Management Lesson

The book, Saying No to Jugaad: The Making of Bigbasket is a fascinating tale of the evolution of start-up culture in India and the mindset shift over the past decade.

Co-authored by M S SUBRAMANIAN & T. N. HARI the book Saying No to Jugaad: The Making of Bigbasket allows the readers to get a fair understanding of the contribution of the startup establishments towards the country’s economic growth.

It is interesting to note the role that startups play in bringing all the stakeholders  together in the ecosystem – investors, budding entrepreneurs and potential market – thereby making a focused approach towards solving the country’s economic issues.

Through the book Saying No to Jugaad: The Making of Bigbasket, both the authors attempt to bust common myths that centres around the e-commerce businesses and sheds light on the fact as to why grocery remains the king of all products when it comes to online purchase platforms.

It is insightful to read through the pages of Saying No to Jugaad: The Making of Bigbasket as it brings to light the various phases that a startup has to go through before it establishes itself as ‘brand’ in the market.

The key is to not give up in the initial days of struggle even when the environment seems deterrent. The core value of such businesses is customer centricity.

The book is a must read of anybody who aspires to venture into a startup journey. The story is dotted with interesting and relatable anecdotes, making it to be a complete entertainment for the reader.

Through Saying No to Jugaad: The Making of Bigbasket book, the authors provide a glimpse of the business, operations, company policies, use of advanced technology etc. of the brand called Bigbasket.

Saying No to Jugaad: The Making of Bigbasket also touches upon the personal experiences of the leadership team and what really went into the making Bigbasket, into what it is today.


This book has been co-authored by two very eminent employees of Big Basket – Mr. TN Hari and Mr. MS Subramanian. Mr. TN Hari heads the Human Resources function of Big Basket. He is a graduate from IIT Madras and also holds a management degree from IIM Calcutta. Mr. MS Subramanian heads the analytics vertical of the company and is an alumnus of IIM Ahmedabad and MIT. He has to his credit a rich working experience by virtue of his association with top-notch brands like McKinsey and Dell.


Mr. TN Hari


Mr. MS Subramanian

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