This report provides a comprehensive analysis of YOYO Drinks, a company that launched mango-flavored lassi in the UK market. It delves into the core concepts of innovation and commercialization, differentiating between the two and highlighting their importance within an organization. The report examines various aspects of innovation, including disruptive and incremental approaches, the 4 Ps of innovation (Paradigm, Product, Position, and Process), and the new product development process, including idea generation, evaluation, and concept definition. Furthermore, it explores frugal innovation and its benefits, along with industry overviews, financial projections, funding sources, and methods for testing the effectiveness of new drinks. Finally, the report discusses strategies for protecting intellectual property rights. The report provides a detailed overview of the company's strategies and challenges, offering valuable insights into its business operations.