The Niche Code: Big power emerges when firms dominate niche spaces

In the race to build a big business, why companies must avoid doing everything moderately well

The Niche Code: Building Big Businesses in Small Markets

by Rajeev Roy

Published by Macmillan Business

288 pages ₹399

  “Small is Beautiful” is a phrase attributed to the German-born British economist E F Schumacher. He advocated human-centred, decentralised and appropriate technologies in economics.

 

Can small be beautiful in business as well? In the book The Niche Code: Building Big Businesses in Small Markets, author Rajeev Roy tells us, in this mad pursuit of “unicorn” status, bigger may not always be better. There is business success possible through deep specialisation, not just mass appeal.

 

I was reminded of my friend Ganesh Subramanian and Shashi Bhat’s