New Delhi, India 1 Follower
Many years ago, innovative Punjabis mounted a diesel irrigation pump on a steel frame with wheels – creating a vehicle they called ‘Jugaad’. Though it did not conform to vehicular specifications, it was ultra-cheap an...
Many years ago, innovative Punjabis mounted a diesel irrigation pump on a steel frame with wheels – creating a vehicle they called ‘Jugaad’. Though it did not conform to vehicular specifications, it was ultra-cheap and delivered brilliantly. Over time, ‘Jugaad’ as a term has come to mean grassroots innovation that overcomes constraints. This makes ‘Jugaad’ quintessentially Indian! ...And that is why ‘Desi Jugaad’. It’s simple! Our Jugaad works on two concepts: Creating happy and funky products by drawing inspiration from objects around us Recreating innovative products and furniture from existing ones
Team Mojarto meets the creative heads of Desi Jugaad and this is what they have to say about their brand: "Hi we are the creators of Desi Jugaad- Ishita Gupta and Kritika Gattani. Desi Jugaad is an Indian word which all Delhi people can connect to. The idea was that everything had to be a jugaad; had to be very raw, catchy and usable. We have kept this name because it is widely used and relatable, it gives us a connection with the customers. We initially wanted to up cycle some furniture and couldn't find anyone to do what we wanted so that is how desi jugaad came into action. Making people understand how much hard work has gone into making these products is difficult and trying to explain the pricing poses a huge challenge as it is all hand made. We try to up cycle and use old materials, we go to the scrap market and buy material and try to convert only these materials into products".