“Saying No to Jugaad” is the story of Bigbasket’s business strategy, culture and its desire to build a culture that puts the customer at the center. There are some interesting questions posed. Is is better to be tech-driven or tech-enabled. Most start-ups fall into one of two categories: a) those that are tech-first, where one of the co-founders is also the CTO. The perspective in these start-ups is often, ‘How can we leverage technology to build new businesses?’; and b) those that are tech-enabled, where the CTO is almost always not a founder. The perspective here is, ‘How can technology enhance the effectiveness of our business?’