Jugnoo's Journey: Disrupting Traditional Markets Through Technology

Jugnoo started its journey in 2014 as an autorickshaw aggregator providing ride-hailing services in India. Since then, the brand had grown and expanded to include hyperlocal services and business solutions. By May 2018, Jugnoo had five services under its umbrella that were offered primarily through applications and covered both business-to-consumer and business-to-business markets. Jugnoo found itself in a very different market space from where it had started. A company co-founder wondered how Jugnoo would continue to sustain its strategy of disrupting traditional markets, given the fast-paced growth it was experiencing. How would it manage to build consumers' trust with such diverse business verticals and so much reliance on technology? With the company's growing numbers and opportunities, the co-founder wondered whether Jugnoo's use of word-of-mouth communication would continue to be possible, especially considering the aggressive communication tactics adopted by other players in the market.

This case is suitable for a variety of graduate and postgraduate courses: in strategy courses to illustrate how firms can leverage disruptive innovation to create a competitive edge in a complex environment; in organizational behaviour courses to illustrate issues that sustain trust among customers and stakeholders in a technologically driven organization; and in business communication courses to study the significance of creating strategies beyond word of mouth when amid competitors’ aggressive communication tactics. The case is also suitable for executive education programs that address strategy and business communications. <br><br>After studying and analyzing this case, students will be able to understand<ul><li>what disruptive innovation is and how it can be sustained in a complex business environment;</li><li>the value of building and sustaining trust among stakeholders in a technology-driven and constantly expanding organization; and</li><li>the crucial need for communication strategies beyond word-of-mouth communications when promoting a business amid aggressive communications from competitors.</li></ul>

• market disruption, trust-building, technology-driven organization, communication strategies