We have a European client who has christened the Indian market as a

Bottom of the Pyramid market. Meaning a high volume, low value

market. So – they are investing very little in the market,, throwing a few

products in, with no customization to local tastes, and hoping it sticks. An

incredibly wasted opportunity to become relevant in what is one of

the largest markets in the world.

This abhorrent phrase always conjures up a vast populace of the low

means and even lower spending power. It has been at least 5-6 years

since the late CK Prahlad sexed up this demographic with a tantalizing

fortune attached to it. The premise: If bite sized products or services were

offered to the largest but the poorest section of population, the overall

volumes could be very high, yielding higher absolute profits.

MYTHS AND REALITY AT

ALPANA PARIDACEO- DMA YELLOW WORKS

B R A N D E X P O N E N T S

THE BOTTOM OF THE PYRAMID

I am aware of no research done by a marketer to identify product

opportunities here. Inventions such as floating bicycles – that can cross

streams, navigate floods and local terrain with equal ease and are low

cost; nano-tech water filters that miraculously transform sludge into

crystal clear safe drinking water; terracotta refrigerators that don’t use

electricity and cost Rs. 2500; a non-stick pan made of terracotta again at

Rs.50 – are all examples of products with tremendous potential that have

found no brand exponents with a real will go for this fortune at the BOP.

The micro-finance opportunity has shown the world how empowerment

and profits can go together. Respecting and understanding consumer

needs is what successful marketing organizations should do. Sadly, the

bottom of the pyramid has remained an ‘us’ and ‘them’ distinction.

We, at DMA Yellow Works – have worked on designing products. While

the ubiquitous shampoo sachet is very much a part of what we do,

designing a mobile phone for the blind is the sort of work that really gets

us going.

Examples of Rs. 2 sachet packs of shampoos, Rs.5 colas, small size

toothpastes and soaps – and all similar initiatives of bringing the unit size

and price down are considered to be initiatives to capture the bottom of

the pyramid.

This is a completely top down view of things and a belief that

‘our’ products and aspirations are the same as that of a very large

population – and that they want to be like us. While there is no question

about the fortune at the ‘bottom of the pyramid’; there is a missed

opportunity by not identifying the products and services that fulfill

needs and aspirations – rather than simply being the ‘down-market’

or dumbed down versions of the top and middle of the pyramid

products. There are no brand or market solutions here – that can result

in tangible results in a new and exciting marketplace.

Being economically poor does not mean being knowledge poor and if

offered products that can bring value to their lives, they will, like all

consumers see the need.