‘Jugaad’ In Everyday Startup Life!

‘Jugaad’, a word we associate a lot with here in India. In my opinion the essence of entrepreneurship in India is ‘Jugaad’.

If I were to define ‘Jugaad’ it would refer to using innovative, economical and unconventional means to achieve a desired objective or goal.

Entrepreneurship is misunderstood. From the outside, it might seem rosy and hunky-dory however it is nothing but. As they say, the struggle is real. Fortunately, for me this is Round II in the playground hence I’ve made my fair share of mistakes and here’s my chance to correct them.

The early days are as trying as the later stages for a start up. In fact, in the early days while laying the foundation and doing the groundwork is when one may feel overwhelmed by the uncertainty of it all. Very often you’ll find yourself questioning every decision and thinking through every outcome of the move you’re about to make.

It can get stressful and there will be moments of doubt that creep in but in the end, every bit of hustle is worth the moments you see yourself creating products/ solutions and services from scratch.

We’ve used the principles of ‘Jugaad’ or hacking your way through everything during the early days of startup life.

I’ll share some principles that have worked for me while going through this early phase, one’s that apply across the spectrum, even when we grow into a behemoth.

Jugaad Principle: One

“Always Hustle”

Nothing is impossible. At least give your dreams a shot. Leicester City Football Club just created history showing us all that it is your grit and determination above all that leads to success.

Every other day we encounter the word ‘no’ or ‘cannot be done’ from customers, suppliers, partners, and vendors but the ability to keep at it till what you want works out, differentiates those who make it from those who do not.

• Google has the answer to everything. Never hesitate from picking up the phone or shooting across e-mail to anyone for anything. You’ll find answers if you persist long enough.

• Take help and advice from friends and family. We’re lucky to have talented friends who have helped us with everything from branding to photography to sharing their network.

• Just ask. I was at Vintage 31 Café for a meal when I went up to the owner to thank her for the meal and pitched my product. ‘Chance pe dance’ as they say. It worked. It was this simple to get our first client on board. I would not have known had I not asked. Go for it. What’s the worst that could have happened?

Jugaad Principle: Two

“Always Negotiate”

• It takes two hands to ensure the sound of a clap. Everyone is looking for business and to cut a deal.

• We’ve connected with clients by simply sending them a message on their Facebook Pages. Once you’ve entered the front door negotiate. Negotiate all the way to the end. Soon enough you’ll reach a middle ground where both parties are happy to take things forward.

The same principle as above applies here. If you don’t try negotiating you won’t know how far someone is willing to go.

Jugaad Principle: Three

“Always Travel Cheap”

• We’re bootstrapping. We have limited funds. Money needs to be spent judiciously at every stage.

• Walk. We all need some exercise. Helps clear your mind of all the stress.

• We always attempt to travel using the Delhi Metro. It’s a blessing. In the event, we need to travel by cab we always go for an Ola Share or Uber-Pool.

Save at every step. This is important not just in the early days but something that should be kept in mind even if you’re spending VC money. It’s limited. Use it wisely.

Jugaad Principle: Four

“Learn to Cook”

• With a healthy mind and healthy body, you are able to perform much better. Fortunately cooking is in my genes. We’ve stopped blowing up money ordering food from restaurants and takeaway joints for every second meal.

• We’ve learnt to whip up the most awesome and easy breakfasts. It is the most important meal of the day. Eggs, Oats and Fruits and you’re good to go.

• Monday, Wednesday, and Friday we go for the “Sub Of The Day” at Subway, easy & reasonable.

Learn to meal prep. We spend only two days in the kitchen and prepare meals for an entire week. There’s always a healthy meal to reach out for in the refrigerator, without the need to cook every day we are able to save time to keep hustling.

These are some of the simple hacks we’ve implemented to keep us going every day. Would love to hear thoughts and stories on the everyday hustle you have experienced in the early days of starting up?

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