iNM Volume 9 | Page 11

their products, services, supply chain or markets over the last few years. Some of the interesting cases are analyzed below based on their opportunity and impact at the time of implementation.

Narayana Hrydalaya This is an instance of social entrepreneurship turning disruptive. The stakeholders of Narayana Health which was formerly known as Narayana Hrudayalaya, has brought luxury product to the masses. The average price of a cardiac surgery is around 2.5 lakhs which has been brought down to a lakh, and a subsidized cost of 65000 to the poor. This reduction in cost was achievable by optimized operational strategy- an assembly line approach of nurturing expertise, exposure to large volumes of cases and minutely detailed protocols, increasing capacity utilization and efficiency. Narayana Health follows a hybrid strategy of attracting paying patients by virtue of its reputation for quality, combined with a relentless focus on cost optimisation in its operations, wherever possible. These parameters compounded through the use of technology, have given the organization a competitive advantage with it becoming the largest telemedicine network and medical tourism centre. Health care has a strange paradox where in spite of new technology; costs keep going up all time which has been addressed by the passion of one man Dr. Devi Prasad Shetty.

Marketing Marvel-Sachets The FMCG industry, a place where sales revenue is based on volume, the Indian Brand Cavinkare gave a tough competition to the MNCs including P & G and Unilever by bringing the concept of sachets, so that it is affordable to the rural masses who could buy the product on a trial basis. The sachet concept in shampoos and mini sized talcum powders in 20g, 50g, and 100gm was welcomed, where the convention was to sell in big bottles and tin containers. This notion combined with marketing efforts made Chik shampoo the number brand in south India. The concept was disruptive innovation of that era, a trend which was later followed by multinationals all over the world to regain their position in the market.

Everyone’ s car- Tata Nano Tata Nano was a ground-breaking product in the automobile industry, a four wheeler at costing around $ 1500 during its launch. The product was designed specifically for the middle income tier of Indian economy, who could commute with their family. This made the automobile giants all over the world turn their heads towards this product manufactured and marketed through target costing. Farmer’ s Piggy bank for storing food Another example of Indian Giant Godrej giving a product that is disruptive and impactful is Chottu kool, a mini refrigerator that is affordable for the masses as almost 80 % of the Indian households lacked basic appliances such as refrigerator. This idea was born after the UN study which cites that one third of the food is spoiled due to lack of storage facility in rural areas.

Co-operative that gave corporate earnings When the plight of farmers was increasing due to local monopolies in Gujarat, a great idea was sown by the milkman of India, Mr. Kurien and dairy cooperative AMUL was born where the value chain extends from farmers to a consumer that was profitable for the farmers. The idea of co-operative for dairy sector was a disruptive innovation and still holds good making it the largest co-operative.