Western demand for frugal innovation has surprised the authors of a book published a year ago, urging the West to look to India, Brazil and China for new approaches.

The book - "Jugaad Innovation: Think Frugal, Be Flexible, Generate Breakthrough Growth" - was co-authored by Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business & Enterprise. He says the amount of interest shown by the West, from both smaller entrepreneurs and larger companies innovating for Western markets, has been particular striking.