Abstract: The study focuses on the aspect of sustainable competitive advantage and proposes a CCC framework. The proposed framework is a holistic approach to engage the three stakeholders namely Customer- Company- Channel and propose an operating mechanism within each vertical to build efficiency through value addition/value engineering by looking inwards yet increasing the organisational capability by increasing the horizons in value generation and adopting new technology. The CCC framework introduces the concept of Domain Expert Group [DEG] of Customers that helps Channel and Company co-create a value or product or any non-product offering to improve customer's profitability. On the company's front, the framework introduces the concept of 'Mission Summit' team that filters the ideas generated within or outside the organisation with Core team members CTMs through business case, proto building and testing to launch. It also aids in determining the connection between innovation and intrapreneurship and helps understand the extent to which intrapreneurial culture reinforces long-term, sustainable organisational growth. Keywords: Entrepreneurship, Jugaad, Innovation, Commercial motor vehicle and Transformation JEL Classification Number: M120, O350, O310