Jugaad - The Indian Model of Frugal Innovation
By
Dr. Ajith P
Abstract
This paper defines frugal innovation also called as Jugaad in Indian context. The concept of jugaad innovation is introduced and explained. The uniqueness of jugaad model compared to innovation model followed by developed nations is compared and contrasted. The paper further explores the relationship between frugal engineering, design principles, design thinking, co-creation and jugaad. The benefits and implications of jugaad model of innovation for emerging nations as well as developed countries are also discussed. The paper provides better understanding of what jugaad innovation model is and how to accelerate jugaad innovations by firms in emerging markets. Jugaad can provide value for money as well as value for many. Learning to do more with less for more people should be the jugaad innovator’s dream.
Key words: Jugaad, Innovation, India, Frugal Innovation, Affordability, MLM, Sustainable Solutions

Introduction
“Earth provides enough to satisfy every man’s need, but not every man’s greed.” - Mahatma Gandhi

Peter Drucker made a very profound observation long back. According to him, as the purpose of business is to create a customer, the business enterprise has two and only two basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs (Trout, 2006; Kotler, 2009). Strategic innovation, which is a must for all marketing firms in today’s market place, in developing markets is fundamentally different from what occurs in developed economies (Anderson and Markides, 2007). Leaders now look to innovation as a principal source of differentiation and competitive advantage. It is important that they should incorporate design thinking into all phases of the innovation process (Brown, 2008). Innovation has the potential to create unique value