Brands and the bottom of the pyramid – how marketers have tapped into India's rising rural market
Preeti Chaturvedi
The 'bottom of the pyramid' (BoP) market, and the business opportunities within it, were described in detail in a book by management guru CK Prahalad in 2004. He discussed the huge opportunity presented by approximately 4 billion people across the globe with a purchasing power of €1000 or less per year.
In India, the BoP market comprises of a population of 750 million living in 600,000 villages across the country. Added to this are another 70 million who reside in...