And several such companies who were first movers in their category are dead now (or have lost to others ).
Is first mover a huge disadvantage in India ?
Creating category / market is a huge challenge in India.
Do category creators end up losing steam, given how difficult is it to change consumer behavior ?
After a certain point , the USP becomes commodity and the second or third mover just builds on other core (plus, the market too evolves) making it difficult for incumbents to fight out.
This is what happened with Flipkart's first major USP, i.e. logistics.
What are your thoughts?