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Jayashree Sutar

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Conference Open access Sep 2026

Jugaad as Scarcity-Induced Ingenuity at the Bottom of the Pyramid

Purpose: This paper aims to reconceptualize jugaad, the colloquial Indian notion of an improvised fix, as a manifestation of consumer scarcity-induced ingenuity, extending its conceptualization beyond firm-level frugal innovation to the everyday adaptive practices of bottom-of-the-pyramid (BOP) consumers. By doing so,...

Jayashree Sutar, Srabanti Mukherjee · 0 citations

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