From bullock carts to techno toys
The telecom explosion at the base of the pyramid

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Author(s): Anjali Puri, Ruchika Gupta
Collection: Asia Pacific Conference 2008
Keywords: Culture, Emerging Markets

ESOMAR Best Paper Award 2007/2008
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The fortune at the top of the Asian / Indian pyramid has been an established notion for some time now, with more and more affluent urban Indians (like other Asians) being in the market for luxury goods and highend technology products. This is where most marketers, especially in high-end categories, have initially focused. However, given the sheer size of the base of the pyramid, the bigger fortune does indeed lie there, and it is time for these industries – particularly telecom – to turn their attention here. But doing so is not an easy task, despite the optimistic statistics in circulation, because the magnificent growth posted by the telecom industry has actually scratched just a fraction of the surface. The real opportunity is much bigger, and finding the right buttons to convert it is a tricky task.

This paper presents a case study that attempts to provide direction on factors that will spur further growth in the low income / rural markets in India.



Date of publication: 09.04.2008
ISBN: 92-831-0220-7
Order Code: S328_04
Number of pages: 17

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