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Khaleej Times: The long read: Recycling nostalgia


Jaideep Prabhu, Professor of Marketing at Cambridge Judge Business School, comments on the red phone booths in the UK and how they’re getting a new life. “Now I see the red booths being put to very good and creative use all over the country: in villages, towns and cities they are being used as mini-libraries, art galleries, defibrillator centres, and other community activities,” Jaideep says. “I’m delighted to see this repurposing and reuse of a ubiquitous resource. This is precisely what we would call jugaad or creative improvisation in India. I always suspected that that sort of ingenious reuse of resources wasn’t only Indian: but truly universal in fact.”

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