Indian FMCG's checkered innovation record of 23 proven successes out of 16,914 new launches in 2012 piqued our interest here at Nestlé India. An examination of what it takes to win at innovation long term was undertaken and yielded startling discoveries. The marketplace is merciless! Only 8 out of the 23 were still flourishing. This led us to delve into the causality of sustainable success. The analysis threw up simple tenets that can guide new launches in India and elsewhere, with benchmarks from retail data to chart progress and performance.