Jaideep Prabhu

Jaideep Prabhu is Professor of Marketing, Jawaharlal Nehru Professor of Indian Business and Enterprise, and Director of the Centre for India & Global Business at Judge Business School, University of Cambridge.

He has published in and is on the editorial board of leading journals such as the Journal of Marketing. He has appeared on BBC News24, BBC Radio 4 and Bloomberg BusinessWeek, and has been profiled in BusinessWeek, BBC World Service, The Economist, The Financial Times, Le Monde, The New York Times and The Times. He has consulted with executives from Bertelsmann, Barclays, BP, BRAC, BT, GE, IBM, ING Bank, M&S, the NHS, Pearson, Roche, Shell, Siemens, Unilever and Vodafone.

He is the co-author of Jugaad Innovation: Think Frugal, Be Flexible, Generate Breakthrough Growth, described by The Economist as “the most comprehensive book yet” on the subject of frugal innovation. His 2015 book Frugal Innovation: How to do Better with Less won the CMI’s Management Book of the Year Award 2016. His most recent book How Should a Government Be: The New Levers of State Power was published in February 2021.