The launch of Why 90% Startups Fail & How to Be in the 10% by Deokumar Prasad Gupta marks the arrival of a timely and practical resource for entrepreneurs, startup founders, and MSME owners striving to build sustainable businesses in India’s rapidly evolving economic landscape. Unlike conventional startup books that primarily highlight success stories from Silicon Valley or focus on theoretical business models, this book addresses the everyday realities faced by Indian entrepreneurs. It provides practical guidance on overcoming challenges such as cash flow shortages, financial mismanagement, regulatory compliance, customer dependency, weak operational systems, and the underutilization of government support schemes.
Drawing on more than 25 years of corporate leadership experience and extensive research into startup failures, Deokumar Prasad Gupta presents a compelling argument that businesses rarely fail because of a lack of innovative ideas. Instead, they struggle due to the absence of structured systems, financial discipline, scalable processes, and effective operational planning. Through real-world business case studies, actionable strategies, and easy-to-understand explanations, the book equips readers with the knowledge and tools needed to strengthen their businesses and make informed decisions. It also offers valuable insights into government initiatives such as TReDS, MSME Samadhaan, and Digital MSME schemes, enabling entrepreneurs to leverage available opportunities for growth and financial stability.
Designed as a hands-on business playbook rather than an academic management textbook, Why 90% Startups Fail & How to Be in the 10% serves as a practical guide for entrepreneurs at every stage of their journey. Whether launching a new venture, managing an existing business, or seeking sustainable expansion, readers will find clear frameworks and step-by-step approaches that can be implemented immediately to improve business performance and long-term resilience.
The author, Deokumar Prasad Gupta, is a distinguished corporate leader, management professional, and researcher with over two and a half decades of experience in business strategy, financial planning, operational excellence, and organizational transformation. Holding an MBA in Marketing and Finance and currently pursuing a PhD focused on the causes of startup failures, he combines academic research with practical industry expertise. His research, based on interviews with more than 300 failed startup founders, has provided valuable insights into the recurring patterns behind business failures, reinforcing the importance of systems, governance, and disciplined execution.
Throughout his career, Deokumar has worked closely with leadership teams across leading organizations and MSMEs, gaining a deep understanding of the unique challenges businesses face at different stages of growth. His mission is to bridge the gap between corporate best practices and the practical realities of small and medium enterprises by simplifying complex business concepts into actionable strategies that entrepreneurs can adopt with confidence.
The release of Why 90% Startups Fail & How to Be in the 10% is expected to benefit a wide spectrum of readers, including aspiring entrepreneurs, startup founders, business owners, management professionals, and students of business and entrepreneurship. By combining research-backed insights with practical solutions, the book inspires readers to move beyond survival and build resilient, growth-oriented, and future-ready organizations. It stands as an essential guide for anyone committed to avoiding common entrepreneurial mistakes and creating lasting business success in today’s competitive environment.