Innovation for resource-constrained consumers in emerging markets has received increasing attention (Zeschky, Winterhalter, & Gassmann, 2014) with the shift of central focus for innovation from developed to emerging markets (Agarwal, Brem, & Dwivedi, 2019). Thus, frugal innovation largely resonates with the emerging markets (Lecomte, Blanco, Trompette, & Cholez, 2013) and aims to enhance the affordability and access to quality products and services for lower socio-economics groups specifically in developing countries (Meagher, 2018; Pansera, 2018; Rosca, Arnold, & Bendul, 2017).