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Madhukar Sabnavis: Jugaad - Maximum for minimum

There are many ways that the classically Indian mindset can be used by marketers

I remember a famous Fevicol commercial, showing a bus ambling along with people precariously perched inside it and above it — an oft-seen sight in semi-urban and rural India. It ends with a Fevicol board at the back of the bus. While it poignantly captures an idiosyncrasy of every day India, it also reveals the “jugaad” nature of Indians: More people can be accommodated in a bus than the number of seats fitted in it; standing in the bus and sitting atop it are also ways to ferry passengers! And the driver moves slowly — ambling along like a camel — mindful of ...