This research aims to investigate how organizational culture influences employee creativity and innovation in Indian startups. The role of organizational culture is crucial for the success of any company, particularly in the rapidly evolving startup industry. The study examines the unique organizational culture prevalent in Indian startups, which is often shaped by the founders' vision and mission. The paper intends to identify the specific features of organizational culture that are essential for fostering employee creativity and innovation in startups. Moreover, it seeks to explore the correlation between organizational culture, employee creativity, and innovation, and the financial performance of startups. The research methodology employed in this study utilizes secondary data sources, such as academic journals, books, and online databases, to achieve the research objectives. The study used a systematic review approach to analyze the existing literature on the topic and to identify the major findings and research gaps. Based on the findings of the study, the paper concludes that startups in India can benefit greatly from investing in and developing a positive and supportive organizational culture that promotes employee creativity and innovation. By doing so, startups can not only foster a more productive and engaged workforce, but also gain a competitive advantage in the market and achieve greater financial success. The paper provides valuable insights for startups looking to enhance their innovative capabilities and achieve greater success in the market.