How the tiny sachet evolved from a format to a mindset for effective pricing

Naresh Gupta

Since its introduction in India, consumer products available in sachet form have changed the way people shop and retailers stock.

Marketing's impact on pricing

This article is part of a series of articles from the WARC Guide on marketing's impact on pricing. Read more

CK Prahalad wrote his famous treatise “The Fortune at the Bottom of the Pyramid” in 2004, but there was an individual who recognised the potential of the bottom of the pyramid long before this book came out.

Some time in 1990, I was involved in a project that researched the feasibility of launching cough syrup in a sachet, something that was unheard of in the market in those days. The brand was Nivaran 90 and...

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