The ‘bottom of the pyramid’ opportunity in India

Today there are 115 million plus households in India at the bottom of the pyramid. The BOP population is over 925 million. This is 76% of the rural population and 60% of India's total population. Hence, if a marketer doesn't consider the bottom of the pyramid marketing, it is ignoring a considerable chunk of business opportunities.

For every marketer there is an opportunity to succeed with this huge population of potential consumers. But the question is "How?"

There are some misconceptions about BOP consumers. These are:

A marketer needs to handle the above misconceptions with prudence. The approach requires a specific business model and a differentiated set-up of production, marketing and execution of sales forces. Once the business model is developed and implemented, there is always a great opportunity consists in being present at the lowest income level with appropriate and affordable products and then accompany the BOP consumers as they increase their purchasing power.

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