As firms seek new avenues for growth in emerging markets – strategies for tapping into “new
and underserved” markets have been on the radar of almost every major mass-market focused
firm. Comprising both urban slums and rural areas, these markets are exciting to firms, and for
Approximately 4.5 billion low-income people globally represent an annual
purchasing capacity of US$ 5 trillion (PPP), with India, East Africa and South East Asia
accounting for a sizable chunk of this market.