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By: Udit Singh 11DCP050 Sudhanshu Sharma11DCP098 Anuj Chhabra 11DCP012 Mahima Walia 11DCP025 Rohan Verma 11DCP039

Swati Bhargava 11DCP099

This Concept was introduced to draw

attention to the 4-5 billion poor who are unserved or underserved by the large organized private sector.
Extreme Variety

Levels of Literacy

Rural-Urban Mix

Geographical Mix

Income Levels

Cultural & Religious Differences

Is like a Kaleidoscope No single View. Debate on how to Classify

People living on less than $1/day. OR , $2/day.

Half the world can be classified as the emerging middle class, defined as population living on $2-$13 Purchasing Power Parity prices.

There is no market at the Bottom of the Pyramid;

they wont pay, they will not accept or do not need advanced technologies; the Bottom of the Pyramid cannot be a source of innovation; and multinationals do not need them
Can produce profitable business. Customers are Savvy and Demanding. Mixing local knowledge with global reach can create Unique and Sustainable solutions.

Fundamental rethinking of approach to Business. Different people different needs. Must fit the focus for productive engagement.

Cell Phone

By 2011, more than 4 billion cell phones. Growth is in Bottom of Pyramid market. Sub-Saharan Africa, Southeast Asia,India. India added approx 11 Million new subscribers in Jan 2009

Amul Dairy

ITC e-Choupal

Jaipur Rugs


Key ingredient to Market Development at the Bottom of the Pyramid





All elements of the Business Capital Intensity, Work Flow, Volume, Manufacturing and Logistics Design of Products

must be challenged

Build an Ecosystem Co-create Solutions- Build Trust , Lean Business and Organization eg. ITC , Micro Finance New Concept of Scale- eg. Amul, Reliance Fresh Use Technology : eg. Aravind Hrudayalaya

Sustainability will emerge as source of Innovation : eg. Godrej Market Development

Reduce the rural-urban, rich-poor divide through information technology and organization. Focus on entrepreneurship and innovation. Focus on ecologically sustainable solutions. Use of transparent transactions or a focus on market- based solutions.