Book: The Indic Quotient
Author: Kaninika Mishra
About the Author: Kaninika Mishra was born in Jamnagar, Gujarat and grew up in different parts of India. She holds a bachelor’s degree in homeopathic medicine and arts, as well as a master’s degree in management from Queensland University of Technology, Australia, and East Carolina University, U.S.
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.
Book Blurb: 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 to a group of art enthusiasts attempting to bring back stolen artifacts; from an ex-investment banker formulating Ayurveda-inspired beauty products to a former engineer working to revive traditional textiles in Assam, and many more.
Verdict: Indic Quotient is a composition of start-ups and businesses setup around the whole India by the people of India trying to preserve the traditionally practiced heritage of India.
Kaninika has travelled all over India and have done a thorough research on the topic before converting her idea into a book. The book is immensely detailed, explaining out the thoughts of the entrepreneurs behind the idea of their respective start-ups. Although sometimes it wears out the reader, but such details also made me aware about some great work that has been done to preserve our rich Indian heritage. Not only that the book also discusses about the great profits they are making which indicates the gradually increasing interest of the urban population in traditional heritage.
The book talks about the modern day Yoga instructors/ Yoga studios making a living out of our age old yoga-asanas by teaching them to others. In another chapter, it talks about the individuals and start-ups using benefits of Ayurveda for medical cure. Further in detail talking about the local handlooms how the individuals put in the efforts to help local weavers revive the several old weaving styles and patterns.
The book talks about some of the food brands like Sattviko and Cropconnect. These brands are doing their bit by promoting traditional millets, organic farming and supporting local farmers. Some Indian beauty brands like forest essentials and Shehnaz Hussain are doing so great in the markets going herbal ways and rooting on to the traditional Indian herbs and ingredients.
With the level of research the author has done, you get to know the back story of every start-up, how the idea erupted, how it was executed, how the business is doing, what are the challenges it is facing and many such things. After reading this book what I have realized is how some people are selflessly trying so hard to work for other or for their heritage like this story of individuals who are working on to recover the stolen art pieces and idols.
All in all it is a light read for your leisure time to know what enthusiastic individuals are doing around to support local talent and traditions. Anyways there will be no better time to support our heritage and local businesses than now.
You can buy your copy of The Indic Quotient from Amazon here.