Back to basics
Providing goods and services for emerging markets requires a radical rethink of product development. Vikas Sehgal, Kevin Dehoff and Ganesh Panneer describe how basic cars, telephones and refrigerators must be designed from the bottom up rather than being redesigned simply by removing features from more expensive versions
A CELL PHONE that makes phone calls, and does little else, a portable refrigerator the size of a small cooler, a car that sells for about US$2,200 (100,000 rupees). These are some of the results of ‘frugal engineering’ – a powerful and essential approach to developing products and services in emerging markets.