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This paper analyses the Indian experience of start-ups and the challenges face by the start-ups in India in terms of financial resources. India ranks third among global startup ecosystems with more than 4,200 new-age companies and it is amongst the top five countries in the world in terms of the new business start-ups. Many initiatives have been taken by the government to promote the environment of entrepreneurship and give incentives to young start-ups by providing the new and innovative schemes. These have not only provided funds to these start-ups but have also helped them in setting business with the help of information technology. The analysis of post start-up scenario of some selected companies highlights that when start-ups get the grip on the market, they are normally acquired by global companies, who normally retain the basic theme of the start-up. While India has seen an unprecedented growth in start-ups, there are some issues which India needs to resolve in order to promote and sustain its ecosystem of entrepreneurship and start-ups.

This paper aims (i) to identify the parental perception of alpha kids' influence on general buying decisions, and (ii) to examine the impact of alpha kids' demographics (age, gender, and sibling) on the influence exerted by them in general buying decisions in families in India during the Covid-19 pandemic. This study is based on a cross-sectional survey approach. Primary data for the study was obtained in February 2021 through a structured questionnaire generated on Google Forms from a sample of mothers of 400 alpha children (aged 8-11 years) from rural and urban areas of Delhi (India). Notable findings emerged from this study revealed that Indian parents perceive their alpha kids to exert significant influence in general buying decisions and this influence is moderated to some extent by the age, gender, and birth order of the children. The results of this study extend interesting theoretical and practical implications for marketers and practitioners to have a better understanding of family consumption behavior in India. Marketers must take note of these observations while designing and implementing marketing mix strategies in respect of various goods and services meant for children/family consumption in India to sustain the impact of the Covid -19 pandemic.

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