Together we will find a 'Jugaad': Resource bricolage in the Indian mobile payments sector

摘要

This case study examines the process by which a startup in the resource-constrained environment of India was able to develop an innovative mobile payment solution using resource bricolage, recombining elements at hand. We illustrate how the startup, facing internal resource constraints and operating in an infrastructure and regulatory constrained environment, developed a mobile payment solution especially for the consumers at the Bottom of the Pyramid (BoP). Examples of Jugaad innovation, whereby effective solutions are improvised from limited resources are provided. These include working with the local kirana stores, using basic mobile phone technology rather than smartphones and enabling BoP customers to make banking transactions. Our findings are very different to those of mobile payment researchers investigating the sector in the developed countries, and even in some countries in the developing world. Through the emphasis on BoP customers, there are also some observations relating to social inclusiveness.