JUGAAD MEETS DISRUPTION: DO MORE WITH LESS FOR MORE

Most of the big giant MNCs focus more on high-end consumers for their profitability and sustainability in the market. These organizations have, for the most part, given little attention to the people, who live in slums in Indian cities as well as smaller tier two and three towns and rural areas (Prahalad, 2009). Even while these groups' purchasing power and aspirations are modest on an individual basis, they are substantial when taken as a whole. Making basic goods and services available to these groups can greatly enhance their quality of life by raising their earning potential and improving their opportunities (Alvarez et al., 2015). This study mainly focuses on how Entrepreneurs with their innovative idea can improve the living standard of the people in underserved parts of India by developing essential products at affordable prices by synchronizing disruptive and Jugaad innovation strategies. Jugaad is rooted in Indian ethos, emphasising improvisation and solving specific-time needs of the customers, while disruptive innovation focuses on developing accessible solutions by displacing the existing players and aims for long-term sustainability. Even though both innovations have different approach in their application in developing a product the integration of these have a great advantage. They will definitely pave the way for scalable technologies that tackle issues like inequality, poverty, and affordability. This combination challenges institutions to reconsider traditional resource-intensive approaches in favour of ones that emphasise effectiveness, sustainability, and wide-ranging societal impacts. Businesses may satisfy the needs of marginalised communities, promote inclusive growth, and save costs all at once by adopting this approach.

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