Welcome to Indovations
Jugaad, this colloquial word, reflects the ingenious Indian mind that solves problems by hook or by crook. Entrepreneurial dhaba owners in Punjab use washing machines to churn buttermilk; huge pedestal fans are bought every wedding season to sprinkle rose water during weddings; and millions of users use their cellphones disappointingly only to send ‘missed calls’.
In a country where jugaadu consumers innovate to the unnerving degree of a genius, and price sensitivity continues to inspire unique trade offs, marketers can’t be hung upon good old customisation.
The erstwhile case study of rural penetration through the launch of chic sachets is losing its sheen to the new buzz word of Indovation (India+Innovation.). The most celebrated example of Indovation being the world’s cheapest car-Nano, a low-cost engineering marvel.
Global companies are anything but snobbish towards Indovation, while DHL launched mango express to satisfy the cravings of the homesick NRIs, French brand Garnier combined shampoo with the oil to reassure the die hard ‘champi’ believers who shied away from chemical based shampoo. I doubt if pure vegetarian toothpaste would cross the stage of product development to justify its existence anywhere else in the world.
Whether it’s a product feature like “torch” inserted in a phone or a service of “chota recharge” tackling the consumer behavior of missed calls, Indovation has to be an all pervasive philosophy that touches every aspect of a company from manufacturing to marketing communications.
Merely customising the pizzas and burgers to the Indian palate may or may not cut ice with the consumers who relate better to the nostalgia of Indian summers and refreshments. through “ghar jaisa” nimbu fresh.
If the numbers and purchasing power of the middle class are leaving you giddy headed, then take a deep breath to welcome the unlocking of the rural masses through Indovations.
(The author is National Creative Director, Leo Burnett)