How to Thrive as a Start-Up in an Uncertain World What motivates a start-up in its journey? Wealth and fame? Or is it hunger for innovation? VUCA in Start-Ups attempts to capture a start-up?s entrepreneurial journey and find out why some do well when others don?t. It?s a highly volatile environment out there for entrepreneurs and start-ups, thanks to the unprecedented Covid-19 crisis filled with volatility, uncertainty, complexity and ambiguity (VUCA). Many businesses that did well in the past had to shut shop as a result. So what went wrong? To find the answer, it?s important to understand what worked in the past and why a new venture must discover fresh and innovative opportunities to survive. Learn from those who chose the road less travelled, including Zomato, Paytm, Flipkart, Ola Cabs and Quikr, and discover the underlying causes for start-up successes and failures. These well-researched case studies aim to inspire those who wish to embark on an entrepreneurial journey.