Desi Jugaad

The idea of DESI JUGAAD is this : to create a better everyday life at home. It's a simple idea based on the realization about what we think is most important in life, and why we're here. We are not going to try to explain but we know this : there's more to life than furniture. And everyone deserves to have a beautiful home and still have money left over for other things in life. At DESI JUGAAD, we're inspired by all the magical moments that happen every day. These moments are what keep us going, evolving and constantly thinking of how to make life at home better, more beautiful, simpler and more affordable. Many years ago, innovative Punjabis mounted a diesel irrigation pump on a steel frame with wheels, creating a vehicle they called ‘Jugaad’. It was ultra-cheap, did not conform to vehicular specifications but delivered brilliantly. Over time, ‘Jugaad’ has come to mean grassroots innovation that overcomes constraints. Global management experts also attribute India's rapid economic growth to “Jugaad”. That makes “Jugaad” quintessentially Indian. And hence “ Desi Jugaad “ – the name started by Kritika and Ishita, a Fashion Merchandiser and a Research Analyst respectively – after they left their jobs to get hands-on, follow their passion and create product from everyday objects which would otherwise be disposed off without a single thought. Today – our work continues to be inspired by the potential of everyday stuff to turn into something quirky, innovative and artistic for the home. In the process - it's not always about fixing the old and the broken - but it's about starting over and turning it into something better. As they say “OLD is the new NEW.”