Brands and the bottom of the pyramid - how marketers have tapped into India's rising rural market

The 'bottom of the pyramid' (BoP) market in India consists of a population of 750 million living in 600,000 villages across the country with a purchasing power of €1000 or less per year.

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...

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