Beginning with Landmark and Walden, Sriram's passion for literature inspired him to open bookstores all over India. In 1992, he co-founded Crossword with Ms K. Anita and grew it into India's leading bookstore chain. After leaving Crossword in August 2006, Sriram co-founded Next Generation Retail to provide business design, strategic planning, and advisory services to companies across industries, and sectors. Nonprofits—Society For Nutrition Education & Health Action (SNEHA), Pratham Publications, and Junoon Theatre—include Sriram as a member of their boards of trustees or advisors. He also sits on the board of Kokuyo Camlin Ltd. as an Independent Director. He is also a guest lecturer at IIM Ahmedabad, IIM Lucknow, and other business schools across the country.