“An innovative fix; an improvised solution born out of
ingenuity and cleverness.”
That’s how authors Navi Radjou, Jaideep Prabhu and Simone Ahuja
define Jugaad. While we Indians
generally associate the term with a negative feel, the trio give it a much more
holistic definition in their book ‘Jugaad Innovation’. The Economist states that this is the most comprehensive book to
appear on the subject. Is it true? Well, you have to read it to find out.
The book sets off in Ramakrishna Nagar, a village in the
desert of Gujarat, where a potter Mansukh Prajapati turned into an entrepreneur
a few years ago. He designed and developed Mitticool,
his version of a fridge. It’s a terracotta box entirely made of clay, except
for a glass door and plastic tray at the bottom. Water from an upper chamber
seeps through the side walls, cooling the lower food chamber through
evaporation. The fridge consumes zero electricity, produces no waste, is
completely biodegradable and costs merely 2000 bucks. Witchcraft, right?
Jugaad Innovation |
There are other ingenious designs and business models across
emerging nations cited in this book, which make it a pleasure to read. The
concept of Jugaad, the authors say,
is not restricted to India. The Brazilians call it jeitinho; the Chinese have their own term for it: zizhu chuangxin while the Kenyans term
it jua kali. Gustavo Grobocopatel
from Argentina, unhindered by scarcity of resources and funds, launched his
company Los Grobo which is now the 2nd largest grain producer in the
country thanks to Jugaad. Tulsi Tanti
from Gujarat, faced with infrastructural bottlenecks while setting up a textile
company, founded Suzlon Wind, the world’s 5th largest wind energy
solutions provider. It examines business models of YES Bank & Future Group
(the founders of Big Bazaar) and tells us why and how those unconventional
models succeeded in India. This book is laden with many more such examples.
Research states that a whopping $550 billion (about 60% of
the total borrowing by the Indian government in 2011!) was spent by western
countries on R&D in 2010. Organizations’ constant desire to over engineer
and structure an innovation process does them more harm than good. That’s
probably why we witness many western firms filing for bankruptcy.
Hence, the authors explain that corporate entities can (and
must) incorporate Jugaad to encourage
innovation if they want to survive cut throat competition. They enlist 6
principles of Jugaad entrepreneurs,
which are:
·
Seek opportunities in adversity
·
Do more with less
·
Think and act flexibly
·
Keep it simple
·
Include the margin
·
Follow your heart
These principles are elaborated upon in form of 6 chapters
very well; each chapter also has lessons on how the corporate sector can use
the respective principles to innovate. The book inspires not only corporate
leaders, but also normal people like us to develop resilience, passion,
flexibility, frugality, simplicity and empathy so that we can contribute to
society. A foreword by Ratan Tata and an introduction by Sam Pitroda (who pioneered
the telecom revolution in India) only add to its credibility. A good
entrepreneur is one who can feed 1000 families, directly and indirectly. Let’s
try and make ourselves capable of feeding even ½ that number. And the only way
to do it is through Jugaad. Jugaad Innovation is a must read for
everyone, whether we want to be entrepreneurs or not. It will make you exercise
your mind and come up with ideas of small innovations which can make even your
daily lives easier.