When India’s emerging market bubble had burst by 2014, the government launched the “Make in India” initiative to resuscitate the micro, small and medium enterprises (MSMEs) and popularize entrepreneurship. The initiative would provide skills and create jobs for the workforce while looking to make India a manufacturing hub with modern laws and policies that aid investors and entrepreneurs. In India, MSMEs are the second largest employer and about 12 million people are expected to join the workforce in the next three years. However, this sector is facing a lot of challenges like technological obsolescence, supply chain inefficiencies, increasing fund shortages among others. Now, a new study by the Department of Management Studies at the Indian Institute of Science, Bangalore, has provided some interesting aspects of performance of MSMEs. “Our work studies the role of strategic marketing and innovation to improve the performance of MSMEs and its contribution to the economic development of the country as a whole”, says Mr. Lohith C.P., one of the research team members.