Exploring Value Proposition by Indigenous Entrepreneurs: Multiple Case Studies of Powerloom Enterprises of Manipur With Reference to Grassroots Innovation and Frugal Aspects

This chapter deals with the technology-based innovation initiated by indigenous entrepreneurs at the grassroots level. It explores their value propositions and the strategies employed to bridge the gaps in the grassroots community market of Manipur, a northeastern state in India. This study also examines the cultural aspects interwoven with technological-based innovation. The findings of this research suggest that while it is imperative to demonstrate the value of a product through a structured methodology known as a value proposition, understanding the strategic approach to target customers or the community within the value proposition is equally crucial. This study uncovers that over time, as contemporary challenges have surfaced in the informal market, the indigenous entrepreneurs have adapted to the new realities and they have earned recognition for their grassroots innovation and the incorporation of frugal practices into their ventures.