BOP’s dilemma: is <i>jugaad</i> an innovation or an invisible burden?

Purpose This study aims to explore the consequences of jugaad at the Bottom of the Pyramid (BOP) and to examine the motivations behind continuance intention (CI) following its adoption. Design/methodology/approach This qualitative phenomenological study used 29 in-depth interviews with BOP consumers. Thematic analysis yielded 26 categories and nine themes. The expectation-confirmation model (ECM) and bounded rationality (BR) serve as the theoretical lens through which the authors understand the rationale behind the CI of jugaad. Findings Despite its utility, jugaad carries safety risks, frequent failures, and social stigma, putting BOP consumers in a dilemma of whether to persist. The study reveals a paradox where certain jugaad repurpose waste, while certain other jugaads pollute the environment. The study found that social unacceptance often outweighs functional benefits, showing that jugaad’s CI is shaped by nuanced, context-specific trade-offs. Originality/value This study extends ECM by showing that BOP consumers may continue with jugaad despite dissatisfaction, driven by BR and limited alternatives. Satisfaction alone does not ensure CI. Safety concerns, social stigma, and aspirations shape CI. The findings offer key insights for policymakers and businesses engaging with BOP markets.