Case Study 13: Marketing the $35 Akash Tablet

Ramendra Singh and Sanjit Kumar Roy ()
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Ramendra Singh: Indian Institute of Management
Sanjit Kumar Roy: Coventry Business School, Coventry University

A chapter in Marketing Cases from Emerging Markets, 2014, pp 117-136 from Springer

Abstract: Abstract In April 2006, a U.S non-profit organisation approached the Indian government with a proposal to purchase their device with an offered price of US$ 100 (approximately £65) device. The device was similar to a laptop but with less functionally and specially designed to target underprivileged school children. In a developing country like India, where 75 % of the people live on less than $2 a day, the offered price was a big question in a sense of affordability.

Keywords: Retail Market; Indian Government; Commercial Version; Fast Processor; Android Operating System (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-36861-5_17

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DOI: 10.1007/978-3-642-36861-5_17

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