Entropy Innovations: A Bumpy Ride Ahead?
Mumbai-based Entropy Innovations Private Limited (Entropy) was incorporated by three friends who hoped to revolutionize the motorcycle and scooter washing industry in India through their technological solution, an automatic bike washing machine. Starting with one city in 2014, Entropy expanded gradually and aimed to become a 500 million company by 2020. But as 2019 drew to an end, the company was not gaining the traction the founders had expected. Although many options were available, the choices and their implications were unclear. What was the appropriate business model for the growth phase of their firm? How should they stabilize the company in the Indian market? Should they focus on the two-wheeler washing industry, or should they diversify into the four-wheeler all-terrain vehicle (ATV) market? Amit Srivastava is affiliated with T A Pai Management Institute. Kaustav Saha is affiliated with T A Pai Management Institute. Semraan Aquil is affiliated with T A Pai Management Institute. Aaakshita Mukhopadhyay is affiliated with T A Pai Management Institute.