Something that has been talked out for a while is on threshold of taking form. It is the vast rural Indian market. Rural job and education schemes and perhaps the very grit of the sturdy Indian villager is becoming visible. While close to 30 % Indians remain below poverty line and only 2 % earn more than Rs 1369 per day. From the remaining 68 % earning between the poverty line and the 2 % elite the market has till now only catered to the upper 20 – 40 % ( of the 68%) . Innovative start-ups with socially informed business models are now targeting the lower end marketing thus expanding or rather creating a new market. One interesting example I came across for example is Chotukool a low cost fridge for the rural customers designed by Godrej disruptive innovation centre. Another company called Spring health is organising a scale up business to deliver clean water to villages. Quite a few others are exploring the energy market. It’s obvious that exciting times for the Rural Indian are just beginning.

Harsh Thapar

Source of some numbers above: Source: http://usf.vc/resources/defining-base-of-the-economic-pyramid-in-india/