“…Many Western MNCs like GE, Siemens, Nokia, Nissan, Toyota, Volkswagen, Procter and Gamble, Philips, Unilever and a number of emerging MNCs like Hyundai, Tata, Godrej, Haier are using FI to meet stiff competition from smaller, more nimble players, or to capture markets in developed economies (Hossain, 2017; Radjou and Prabhu, 2015; Brem and Wolfram, 2014; Sharmelly and Ray, 2018). Moreover, many large companies are now trying to adopt FI as a means to serve the un(der)served, and address issues of sustainability (Hossain, 2017, 2018; Prabhu, 2017; Ratten et al , 2019). As large firms increasingly use frugality as a cost-effective strategy for innovation using fewer resources, it is becoming increasingly important to understand how to manage the process, and particularly the front end of the process, in a systematic manner.…”