Selling to bottom of the pyramid (BOP) is considered very complex. A large part of this problem is the thinking that the poor will buy anything as long as that’s cheap or doled out as a freebie. However for a social entrepreneur, primary focus of his efforts emanates from thoughtful consideration of BOP’s needs and motivations. For-profit enterprises recognize that value can be created by offering basic products & services that alleviate daily living conditions and give affordable and sustainable access to healthcare, clean energy, education, water & sanitation, livelihood and housing. They do not consider BOP as a monolithic segment but one that comprises several segments with differing needs. Contrary to conventional thinking, BOP customers want quality products albeit affordably priced . This entails innovating products & services with a design thinking perspective in order to address their long term needs.
Last week I was shooting for a story on Piconergy for my project ‘One Life, One Passion’. In this chat, Bhushan Trivedi,Founder, Piconergy talks to me about the challenges he faced while designing a solar light for his customers from the BOP. Take a view: