NextBillion - An Initiative of the William Davidson Institute at the University of Michigan

Monday, April 4, 2005

It also meant that companies wanted to tap into the larger market base at the bottom of the pyramid. In recent times, Rajeev Bakshi, chairman, Pepsi India however takes a stance quite contrary to current popular strategies that companies are adopting. Says Mr Bakshi, ?Today, the question is: are you tapping into the right opportunity? I met up with CK Prahalad (who advocates tapping the bottom of the pyramid) about ten days back. He is buying the perspective now. The five rupee strategy is out of the window. What it did essentially was to add new consumers and the rate of accretion of new consumers is significantly higher than the subsidies.
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