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DIRECTOR’S DESK I’m delighted to unveil Episteme, a publication from SRITNE, ISB, showcasing the breadth of our research endeavours. In true alignment with its name, which signifies knowledge, Episteme embodies our year-long pursuit of insights from industry and practice. This issue presents two broad instances of disruption unleashed by Information and Communication Technologies (ICT). First, we examine Indian digital platforms in the context of the Future of Work. India’s rapid adoption of broadband internet has catalysed the rise of platform-powered businesses. Much has been written about platforms’ ability to alter the nature of work for both blue- and white-collar workers. But are platforms the high tide that lifts all boats? Our second theme covers technology and the future of film production in India. Lately, Indian films have become known not just for their unique narratives but also for their slick production values. What is the role of digitalisation in this transformation? Whether this issue inspires you to innovate, collaborate, or simply learn something new, I hope it keeps fruitful conversations flowing! Anand Nandkumar Executive Director, SRITNE

VIDEO CASE STUDY ON DABBAWALLA DABBAWALAS: MASTERS OF PRECISION, BUT ENOUGH TO SURVIVE? SRITNE EXCLUSIVE ETHNOGRAPHIC DOCUMENTARY GIG ECONOMY THE INDIAN WAY - A HIGH TIDE THAT LIFTS ALL BOATS?

GIGGING OR RIGGING: THE HIDDEN COSTS OF EXPERIMENTATION IN THE GIG ECONOMY India’s gig economy ‒ set to reach 4.1% of the workforce by 2029-30 ‒ is booming. Initially focused on white-collar roles, the sector expanded with the rise of ride-hailing and food-delivery platforms. However, profitability challenges persist due to competition and slim margins. Women's Inclusion in the Gig Economy: An Unfulfilled Promise India’s gig economy currently comprises 7.7 million workers, yet women face barriers like limited access to tech and low wages. Empowering women in the gig economy demands regulatory changes and societal shifts to ensure fair opportunities and reduce inequalities. Mumbai Dabbawallas - Caught In the Gale of Creative Destruction? Mumbai’s iconic dabbawallas, known for their efficient lunch delivery, face disruption from digital food platforms. Their future hinges on the delicate balance between tradition and adapting to survive in a rapidly changing market. The White-Collared Gig Economy and the Future of Work The gig economy provides flexibility for professionals and helps businesses stay agile. While white-collar gigs offer autonomy, challenges include income unpredictability and organisational complexities. Efficient matching between professionals and projects is vital.

The Evolving Role of the Producer in the Digital Landscape Digital technology has transformed the film industry, streamlining workflows and democratising production. However, reliance solely on technology can compromise creativity. Embracing digital tools is crucial, but maintaining focus on craft and human connection is paramount. Baahubali - Crafting a Global Blockbuster: The Managerial Imperative of Harnessing Digital Technologies Digital technologies have revolutionised Indian filmmaking, as seen in the success of films like Baahubali. These technologies will continue to shape filmmaking, demanding adaptation and innovation while preserving storytelling integrity. The Digital Revolution: Transformation of India's Film Industry The Indian film industry has undergone a digital revolution. Despite generating larger profits and minimising losses for producers, the long-term impact of digitalisation remains uncertain, with questions surrounding data monopolies and excess entry yet to unfold.

Changing The Lens of Learning Ditching Paper and Embracing Videos: Technology and the Future of Education The shift to video-centric content consumption extends to MBA education. Video cases offer dynamic perspectives, humanise stories, and simplify complex concepts. However, hurdles like sponsorship and production complexities must be overcome for widespread adoption.

Activities: SRITNE 5th AI Strategy and Consortium SRITNE hosted the 5th edition of the AI Strategy and Consortium on February 2-3. The event was a springboard for discussions on the developments in Artificial Intelligence (AI), particularly Machine Learning (ML) and its increasing use in the industry in recent years. COMPUTING RESOURCES PROVIDED SRITNE at ISB fosters academic excellence and innovation by supporting faculty and researchers. With unparalleled access to advanced computing resources and a comprehensive suite of programming tools, SRITNE empowers scholars to push the boundaries of research. Cases DABBAWALLAS - MASTERS OF PRECISION, BUT ENOUGH TO SURVIVE? - CASE An insightful exploration into the iconic dabbawalla food delivery system, juxtaposing its traditional efficiencies against modern app-based delivery models. AHA - ENTERTAINMENT: DISRUPTING THE DISRUPTOR - CASE Will aha’s strategic decisions redefine the contours of regional entertainment? The case explores potential pathways for aha, to consolidate its market position. KASTURI AND SONS LTD.: NAVIGATING THE FUTURE OF PRINT MEDIA (SECONDARY CASE) Historically, ‘The Hindu’ has been a bastion of journalistic excellence. However, the digital revolution poses unprecedented challenges, altering how news is consumed. ASHOK LEYLAND: THE ROAD TO ELECTRIC VEHICLES (SECONDARY CASE) Diving into Ashok Leyland’s journey through a transformative period in the automotive industry, underscoring the complexities of balancing legacy operations with the imperative to innovate. Research Project Funded Multiple Approaches to Entrepreneurial Decision-making: A Field Study in India Professor Anusha Srigiri Our research explores improving entrepreneurial decision-making in India. Through a pre-accelerator programme at ISB, we offer standardised training by experts in scientific thinking, heuristics, and effectuation. Exploring the Visual Frontier: How Visual Stimulus Influences the Popularity of Children's Videos on Digital Platforms Professor Sumeet Kumar This study by Professor Sumeet Kumar, Prof. Madhu Viswanathan (ISB), and Prof. Ravi Bapna (University of Minnesota) examines how visual stimuli impact the popularity of children’s videos on digital platforms. Implications for Content Creators and Policymakers Professor Shekar Tomar The study suggests that incorporating visually stimulating elements in children’s content can boost engagement and viewership. It highlights the need for policymakers to balance visual allure with educational value and regulate factors influencing content popularity.

Podcasts Does Context Matter in Strategy? Professor Anand Nandkumar explores the alignments that govern strategic decision-making by examining the use and reuse of Intellectual Property across the world. Why is Theory Important? Professor Anand Nandkumar elucidates the importance of theory in business management through an immersive set of real-time cases. Interventions Rakesh Ranjan Growth of Online Food Delivery Industry in India with Prof Anand Nandkumar | E1P1 Professor Anand Nandkumar links theory about the growth of an industry with practice in the food delivery business. He dives deep into three theories that usually guide industry evolution to explain the food delivery market in India. Growth of Online Food Delivery Industry in India with Rakesh Ranjan (Zomato) | E1P2 An extensive chat with Rakesh Ranjan, Business Head of Zomato, about the evolution of the platform-based food delivery market, alleviation of information asymmetry and scaling up the business. Experimentation & Innovations in Online Food Delivery Industry | Rakesh Ranjan | E1P3 The conversation continues as Rakesh Ranjan expands on experimentation and innovations in the food delivery market in India. He also answers if the industry has reached a dominant design and is on its way to consolidation. Rakesh Ranjan State of startup activity in India with Srinivas Rao Mahankali (MSR) | E2P1 Professor Anand Nandkumar dives into the issue of start-up clustering in India by linking existing research with practices. He chats with Mr Srinivas Rao Mahankali (MSR), CEO of T-Hub, about limited start-up activity in smaller cities in India and prospects that set the Indian startup ecosystem different from the world. Impact of a looming recession on startups with Srinivas Rao Mahankali | E2P2 The conversation continues bas Mr Rao explains the dichotomy between growing size of the start-up ecosystem and layoffs in 2022. He also answers how the global recession might influence the funding of Indian start-ups and consequently the growth of the startup ecosystem. Innovation Chronicles Innovation Chronicles: Can Chat GPT think like humans? An in-depth exploration of the effectiveness of ChatGPT's strategic thinking by benchmarking managers against this popular AI-powered chatbot designed to assist humans with cognitive tasks. The episode sums up some interesting results.

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