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“Pivot”: The New Buzzword for Start-ups in COVID-19

Blog: NASSCOM Official Blog

“Pivot”: The New Buzzword for Start-ups

COVID19 has impacted almost every start-up in one way or the other. From cost reduction to right-sizing, from curtailing expansion plans to rethinking business models, start-ups are reinventing themselves to stay afloat in this crucial time. In this negative environment, what matters for a start-up is it to find some opportunity in current adversity.

Pivoting is a new way forwards for Indian start-ups in this current pandemic. Recent NASSCOM start-up pulse survey also highlighted how start-up are brainstorming around to find new opportunities by pivoting / business model change / strategy change etc. As per the survey, 54% start-ups seeking new opportunities to pivot.


Pivoting is not all about changing the business area, it about tweaking products, changing the working model, changing business strategy, creating a new product to match current scenarios, and so on. Below are examples of some well-known start-ups which successfully pivoted their business strategy to tackle the COVID-19 impact:

  1. Name of company:
  2. Founded Year: 2017
  3. Core Business: Gyms and Health Clinic
  4. COVID impact: Shut its gyms and health clinics around India
  5. Business model shift: Digital yoga classes and home-delivering groceries
  6. Impact: Expected to generate $1 mn revenue from digital classes by June end


  1. Name of company: Licious
  2. Founded Year: 2015
  3. Core Business : in house fleet delivery for meat supply
  4. COVID impact: Struggled to fulfil orders / drop in business
  5. Business model shift: Partnered with 3rd party logistics providers like Yulu and Shadowfox / booked hotel for 600 employees for social distance maintaining
  6. Impact: Back to 1.5 times their capacity



  1. Name of company: ShakeDeal
  2. Founded year: 2016
  3. Core Business: B2B Marketplace for industrial goods and office supplies
  4. COVID impact: Significant drop in office supplies
  5. Business model shift: shifted total focus towards health portfolio
  6. Impact: target to triple its revenue this year


  1. Name of company: 10times
  2. Founded Year: 2014
  3. Core Business: A business events discovery platform
  4. COVID impact: No physical events
  5. Business model shift: Launched “Floor”, a video calling platform will help conduct live events such as buyer-seller meets, tradeshows, conferences, seminars, summits, meetups, and more
  6. Impact: Since April, 50 event organisers have already used the virtual event platform and an additional 50 clients have signed up


  1. Name of company: Delhivery
  2. Founded year: 2011
  3. Core Business: Supply Chain business
  4. COVID impact: social distancing affecting deliveries
  5. Business model shift: digitization of supply chains and allowing DTC (direct to consumer) models (Under the DTC model, customers, instead of visiting the store, can go online and find the nearest store, and Delhivery can enable the transaction through an omnichannel format, from the store to home)
  6. Impact: Added over 200 clients that primarily include FMCG, pharmaceutical and other retail brands

The examples are many but what matter is the “Zeal to succeed” and “Finding the opportunity in Adversity



The post “Pivot”: The New Buzzword for Start-ups in COVID-19 appeared first on NASSCOM Community |The Official Community of Indian IT Industry.

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