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 .