The Base of Pyramid Distribution Challenge: Evaluating Alternate Distribution Models of Energy Products for Rural Base of Pyramid in India

Sachin Shukla, Sreyamsa Bairiganjan


This paper analyzes product distribution choices available in rural BoP markets and helps enterprises evaluate the key drivers of distribution for successful goto-market strategies. It is based on extensive field work with commercial and social enterprises, rural BoP consumers and rigorous secondary research. The paper highlights the complexities of operating in rural Indian markets. To this end, it presents a new analytical framework to help companies identify viable alternate distribution channels and evaluate their capabilities.



Thematic Area

Institutions and Society