Abstract:
Father of the nation Mahatma Gandhi had once said "Heart of India lies in its villages'. The statement still holds meaning, more so for the corporate India. India with more than two third of its 1.2 billion plus population living in rural and semi-urban areas, offers a huge opportunity for business at the Bottom of the Pyramid (BOP). BOP based business innovations have a potential to bring incremental profits for the company and prosperity to poor aspiring consumers. Innovations in product development, pricing strategy, promotions and low cost delivery mechanism are desired.