Master Growth Hacking

Hotmail reached 30 million active members before it was acquired. Netflix has built an audience of more than 125 million people around the world, and Facebook has passed 2 billion users. Apurva Chamaria argues that behind each of these climbs lies the same discipline, known as growth hacking.

The book defines growth hacking as a blend of coding, data intelligence and marketing. It does not depend on large budgets. What it asks for is inventive thinking, careful reading of the numbers and the ability to change course quickly. The term has become the favoured shorthand for growth among start-ups and entrepreneurs in India and elsewhere, yet the people who practise it rarely explain how it works.

Chamaria lets the practitioners explain it themselves. The book is built around stories from Indian pioneers of the field, including interviews with the founders of Zomato, IndiaMART, ShopClues, UrbanClap, Paisabazaar, Furlenco, FusionCharts, WittyFeed and UpGrad, among others. For founders, marketers and anyone trying to grow a young business on a lean budget, it offers a look at how these companies went about it.