You can get things right and yet go wrong. In 1999 when hardly anyone in India transacted on the Internet K. Vaitheeswaran co founded India s first e commerce company. Yet years later when e commerce was exploding in India despite enjoying first mover advantageIndiaplaza shut down. What went wrong? Lack of funding? Wrong strategies? Or was it something else ? for the first time ever Vaitheeswaran reveals that it was indeed something elsea set of inexplicable events that destroyed what could have been a profitable business an extreme rarity among technology start ups. he bares his extraordinary trials and tribulations while dealing with business failure and the impossible pressures that can threaten entrepreneurs in India. Coming at the back of stories of young start ups raising billions of dollars in funding and creating unicorns in just a few years as well as the recent setbacks in the e commerce industry failing to succeed delves deep into the dark side of starting up and its myriad pitfalls. Filled with interesting anecdotes tongue in cheek observations amazing customer insights hard hitting predictions and behind the scenes industry happenings this book is an extraordinary Unravelling of the challenges facing technology start ups in India. It is a must read for aspiring entrepreneurs investors industry professionals or business School students and anyone interested in India s start up ecosystem. A powerful narration failing to succeed is eventually about finding ways to move forward and succeed despite failures...