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Gandhian Innovation

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Submitted By vidisha26
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1. What is Gandhian Innovation

The famous adage by Mahatma Gandhi “Earth provides enough to satisfy every man’s need, but not every man’s greed” forms the basis of Gandhian Innovation. The last couple of decades in India have seen an unprecedented growth of their middle class. There are billions of first-time consumers in India and China who can afford only the cheapest products. Affordability becomes a big driver. Also at the same time, we see a growing interest and attention to sustainability issues especially from the younger generations. Affordability and sustainability are replacing premium pricing and abundance as innovation’s drivers. Gandhian Innovation makes companies make their products and services accessible to a larger number of people by selling them cheaply and developing these products with fewer resources. Gandhi Innovation is mainly affected by two variables: the source of technologies involved and the organisation’s capabilities (competencies, knowledge and skills). At one end of this spectrum companies can disrupt business models using existing capabilities at a lower cost. On the other side of the spectrum they can create completely new capabilities, while in the middle they find the ability of modifying those capabilities. This framework gives birth to three models of Gandhian Innovation.
Gandhian Innovation is extremely relevant in the present time where resources are limited and consumers want everything at an affordable price. All companies need to focus on inclusive growth, establish a clear vision, set stretch targets within constraints. The focus should shift from profits or shareholder wealth to people. For example, Bharti’s unique business model has ensured that the call rates in India are much cheaper than China or US. They understood that to penetrate deeper in the Indian Consumer Market, they will have to reduce costs and offer them superior service at nominal charges. Tata Nano was also a result of fulfilling an un-met customer need and creating or sourcing new capabilities.
Gandhian Innovation is progressive, fulfilling, ambitious and showcases a deep commitment to serving the unserved. It adds a human dimension to business. Leaders such as Ratan Tata (Tata Group), Sunil Bharti Mittal and Manoj Kohli (Bharti Airtel), and D.B. Gupta (Lupin)had very clear vision of what they wanted to achieve and their business innovations truly highlight the advantages of Gandhian Innovation. The disadvantage is that companies are still sceptical to use it since they are not sure how to measure its success. They also feel that it is generally more suitable for entrepreneurs or small businesses. Westerners are struggling to tackle this and feel that it is more suitable for developing countries.

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