Srabanti Mukherjee

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,...