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1Department of Operations Management, Faculty of Management, University of Peradeniya, Central Province, Sri Lanka
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (http://wwwcreativecommons.org/licenses/by-nc/4.0/) which permits non-Commercial use, reproduction and distribution of the work without further permission provided the original work is attributed.
Globally, grassroots entrepreneurship is increasingly recognised for its capacity to foster innovation and resilience in resource-scarce environments. Particularly in the Global South, entrepreneurs often operate informally, drawing on local knowledge, social networks and improvisation to overcome systemic constraints. However, scholarly understanding of how these practices manifest in non-urban South Asian contexts remains limited. In Sri Lanka, such informal entrepreneurial efforts play a crucial role in bridging service gaps, particularly in rural and semi-urban areas. Despite limited institutional support, many individuals initiate ventures by creatively mobilising resources, yet their stories remain underexplored. This study investigates the case of Saranga Lakruwan, an entrepreneur from Laxapana, who transformed a modest vehicle modification project into Ever Rich, a growing customisation enterprise in Ginigathena. Largely self-taught, Saranga leveraged informal training, personal networks and resource bricolage to offer tailored vehicle interior modifications. Using a qualitative case study approach, data were gathered through semi-structured interviews, observations and archival materials. Thematic analysis revealed nine key themes: making do, informal skill acquisition, improvisation, bootstrapping, customer-centred innovation, grassroots design, niche market creation, social responsibility and digital visibility and grassroots marketing. The findings illustrate how entrepreneurial bricolage and grassroots innovation enable business development and community engagement in informal economies. Saranga’s case contributes to broader understandings of how entrepreneurs in emerging markets construct economic and social value despite material constraints, offering insight into locally embedded, bottom-up innovation strategies.
Entrepreneurship, entrepreneurial bricolage, grassroots innovation, Sri Lanka, micro-enterprises, vehicle customisation, resource mobilisation, social value creation
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