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It is commonly observed that whenever there is some pressure on the margin or the liquidity, the management tends to curb a few administrative overheads, like embargo on air travel, training programmes, business entertainment, curtailment in annual increment and incentive to employees etc. This approach is more of reactive in nature and does not yield the desired result and at times proves to be counter-productive. Cost control measure should be proactive and it should aim at growth of business with better margin. In this context, frugal innovation is about holistic.