DISRUPTIVE
INNOVATIONS
PAGE 4
INM VOLUME 9
DISRUPTIVE
INNOVATION- INDIAN
SCENARIO
DEEPIKA S
LOLYOLA INSTITUTE OF BUSINESS
CHENNAI
Innovation to a common man in India is a
Jugad but to a business it is one of the key
ingredients among various drivers of
business The micro and macro environment
factors that affect innovation in Indian
business have been brought to light with
Indian examples past and present Disruptive
innovation threatens the market leader with
its size of impact as it aims at satisfying the
needs of the people at the bottom of the
pyramid which is quite large Examples of
such cases would be Tata Nano Air Deccan
etc Indian businesses need to identify more
blue oceans and deliver products and
services through value innovation and the
factors that hinder this strategy must be
streamlined
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Disruptive Innovation
In this era of innovation business has spread its
wings across multiple dimensions with
technological innovation at the forefront
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Innovation generally falls into distinctive categories
of sustainable or disruptive innovation Sustainable
innovation comes through improved performance of
the factors for the demanding customers Disruptive
innovation is of two types innovation through
competition in the lower segment of an established
market and innovation where it creates a new
market by targeting non consumers Some
examples are Chik shampoo and Air Deccan
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Disruptive Indian innovators
In India innovation is synonymous to what is
commonly referred to as Jugads These refer to a
certain kind of innovation that satisfies the needs of
the people with less negative impact to the society
However this does not not disrupt or replace the
system in place it remains as an exhibit of the
creativity of the common man
Apart from the popular trends a lot of Indian
organisations have enthralled the world and the
Indian market with innovative products and services
that have replaced or co existed with traditional
ones Many organizations have tried to differentiate
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