Creative imitation key to success: K Ganesh

 

 

Addressing the gathering at the Vidarbha Management Association’s (VMA) signature public lecture held here at Persistent Systems Auditorium, IT Park, serial entrepreneur K Ganesh said creative imitation can be the key to business success. Speaking on the topic “India’s Moment: How to Build Scalable, Digital, and Disruptive Businesses,” K Ganesh illustrated how models like the Indian Premier League (IPL) revolutionised traditional domains. “IPL wasn’t just cricket - it was positioned as an entertainment spectacle that appealed to men, women, and children alike. It blended sport with Bollywood glamour, vibrant regional commentary, energetic music, and top-tier sponsorships. Broadcast rights that transformed revenue models,” he explained.

 

“Disruption does not necessarily stem from originality. “Adopting and modifying existing business ideas to suit evolving market needs, what I call creative imitation, is often more effective than starting from scratch,” he said. Ganesh shared various innovative business models. The Razor-Blade Model:- Affordable entry products with high-margin consumables, such as printer cartridges and mosquito mats. Subscription Models:- Platforms like Amazon Prime have changed consumer behavior by encouraging habitual purchases through subscriptions. Sachet Marketing: Affordable packaging, such as shampoo sachets, was a game-changer in making products accessible to the masses. UPI Microtransactions: A leap in enabling mass-scale digital financial inclusion.

 

He also discussed the Pipeline vs Platform Models. “Pipeline Model is a linear flow where a company controls production to delivery while Platform Model facilitates interaction between multiple user groups, generating value through network effects,” he added. Ganesh encouraged MSMEs to explore emerging opportunities like ONDC (Open Network for Digital Commerce). The event was moderated by Yusuf Master, with Sumit Prityani and Varun Agarwal serving as project coordinators. VMA President Shabbir Zakeriya delivered the welcome address, highlighting VMA’s ongoing initiatives and commitment to fostering entrepreneurial excellence in Vidarbha.