Download - Frugal Innovation
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Anirudh Agrawal, PhD Fellow, CBS CSR
Frugal Innovation
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Anirudh Agrawal, PhD Fellow, CBS CSR
Contents• Frugal Innovation– Transportation– Microfinance– FMCG : fast moving consumer goods– Energy– Drinking Water
• Water Harvesting
– Sanitation– Telecommunication– Health Care
• Activity: Brand Management• Theoretical Perspective on Frugal Innovation• Criticisms
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Anirudh Agrawal, PhD Fellow, CBS CSR
http://www.youtube.com/watch?v=FYIwa3Y1KAo#t=157
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Anirudh Agrawal, PhD Fellow, CBS CSR
Frugal Innovation
• Design to extreme affordability• Strategic thinking towards volume markets• Creativity and innovation towards extreme
affordability• Design, engineer and produce for marginal markets• Translating and innovating a high margin brand for
low margin markets• Creating and innovating towards branded and
quality products for marginal markets
Frugal innovation blogpost, stanford.edu, uni. Santabarbara – frugal innovation centr
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Anirudh Agrawal, PhD Fellow, CBS CSR
Frugal Innovation Market Potential
Source : WRI 2008
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
Transportation
120 billion dollars
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
Electric Tricycle
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Anirudh Agrawal, PhD Fellow, CBS CSR
Micro-Finance
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Anirudh Agrawal, PhD Fellow, CBS CSR
Financial Services Pyramid
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Anirudh Agrawal, PhD Fellow, CBS CSR
What Is Microfinance?• Microfinance is the offer of financial & non-financial services
to people excluded from the traditional banking system. The services are adapted to the needs of the target populations.
FINANCE MICRO
• Micro-entrepreneurs• Self-employed • Low income populations• Excluded populations
• Business & educational loans• Savings• Micro-insurances• Remittances
• Micro-entrepreneur training• Coaching & workshops on health, hygiene, etc.
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Anirudh Agrawal, PhD Fellow, CBS CSR
Microfinance Stories
• Grameen bank• SKS Microfinance
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Anirudh Agrawal, PhD Fellow, CBS CSR
Fast Moving Consumer Goods
• Sampoo• Bathing Soaps• Beauty Items• Utensils• Coolers and ACs• Refrigerators• TV sets• Washing Machine
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
Washing machine
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Anirudh Agrawal, PhD Fellow, CBS CSR
Story of Nirma
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Anirudh Agrawal, PhD Fellow, CBS CSR
Story of Lifeboy
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Anirudh Agrawal, PhD Fellow, CBS CSR
Cooling in Summers
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Anirudh Agrawal, PhD Fellow, CBS CSR
Earthen Refrigerator
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Anirudh Agrawal, PhD Fellow, CBS CSR
Water Cooler
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Anirudh Agrawal, PhD Fellow, CBS CSR
Grameen Danone
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Anirudh Agrawal, PhD Fellow, CBS CSR
Estimated Frugal Market for Energy
Source: WRI 2008
500 billion dollars
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
Frugal Market for Water
Source: WRI 2008
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
Water Harvesting
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Anirudh Agrawal, PhD Fellow, CBS CSR
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Anirudh Agrawal, PhD Fellow, CBS CSR
Grameen Veolia Business Model
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Anirudh Agrawal, PhD Fellow, CBS CSR
Sanitation: Story of Sulabh
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Anirudh Agrawal, PhD Fellow, CBS CSR
Pay as you use model for Sanitation
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Anirudh Agrawal, PhD Fellow, CBS CSR
Sanitation: Poop Truck
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Anirudh Agrawal, PhD Fellow, CBS CSR
Health Care
• GE Portable device• http://www.youtube.com/watch?v=yB47wx-
b6sY
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Anirudh Agrawal, PhD Fellow, CBS CSR
Arvind Eye Care
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Anirudh Agrawal, PhD Fellow, CBS CSR
Aravind Eye Care Van
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Anirudh Agrawal, PhD Fellow, CBS CSR
Emergency Medical Services
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Anirudh Agrawal, PhD Fellow, CBS CSR
Life Spring Hospitals
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Anirudh Agrawal, PhD Fellow, CBS CSR
Estimated Frugal market of Housing
Source: florence rizzo and anirudh agrawal YT summer school
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Anirudh Agrawal, PhD Fellow, CBS CSR
Modular Housing
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Anirudh Agrawal, PhD Fellow, CBS CSR
Prefabricated Houses
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Anirudh Agrawal, PhD Fellow, CBS CSR
ICT
Source: florence rizzo and anirudh agrawal YT summer school
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Anirudh Agrawal, PhD Fellow, CBS CSR
Examples
• Nokia Asha for developing Markets• 100 dollar laptop• 20 dollar tablet• Grameen Telenor Joint Venture
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Anirudh Agrawal, PhD Fellow, CBS CSR
Activity
• Discuss in group of 3-5, how will a high margin brand strategise its brand and manage frugal innovation.
• Example: Arla innovating high energy, high nutirient yogurt for poor countries
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Anirudh Agrawal, PhD Fellow, CBS CSRwww.frugal-innovation.com
Theoretical Perspective
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Anirudh Agrawal, PhD Fellow, CBS CSR
Criticism and Caution
• Ethical Marketing• Quality Management• Labeling and Framing
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Anirudh Agrawal, PhD Fellow, CBS CSR
Ethical Marketing
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Anirudh Agrawal, PhD Fellow, CBS CSR
Ethical Marketing
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Anirudh Agrawal, PhD Fellow, CBS CSR
Labeling and Framing : Poor Mans’ car
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Anirudh Agrawal, PhD Fellow, CBS CSR
Further readings
Source: florence rizzo and anirudh agrawal YT summer school