AYESHA SHAIKH: C.K. Prahalad defined the Bottom of the Pyramid (BoP) as “people earning less than $1,500 a year.” How would you define BoP within the context of Pakistan?
FAHD ASHRAF: Reckitt Benckiser (RB) defines BoP as those underprivileged consumers who have reduced purchasing power in terms of value, but in terms of absolute numbers, constitute the largest proportion of Pakistan’s population. According to the Government of Pakistan’s poverty measurement statistics, approximately 60 million people live below the poverty line and essentially this is the BoP population segment for Pakistan.

AS: Prahalad’s book The Fortune at the Bottom of the Pyramid was published in 2004 and the idea of tapping into this massive market potential immediately gained traction with brands across the world. Why has it taken more than a decade for

Article source: http://aurora.dawn.com/news/1141715

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