Empowering the Bottom of the Pyramid: Harnessing Innovation for Sustainable Growth

Shaphali Gupta () and Rushabh Trivedi
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Shaphali Gupta: Indian Institute of Management, Kozhikode
Rushabh Trivedi: MICA

Chapter Chapter 7 in Marketing to the Base of the Pyramid, 2025, pp 129-152 from Springer

Abstract: Abstract Billions of individuals worldwide subsist at the Bottom of the Pyramid (BOP), contending with scarce resources and restricted access to vital services such as healthcare, education, and financial facilities. Despite their significant number, this segment often goes underserved and overlooked. This chapter explores how various BOP-focused innovations, such as grassroots innovation, reverse innovation, and Jugaad innovation, can empower the BOP with social, economic, and environmental sustainability. Drawing on theories such as the resource-based view, community-based theory, theory of disruptive innovations, and effectuation theory, this discussion elucidates how each form of innovation can enhance the lives of individuals in low-income settings. First, the chapter highlights social innovation, which addresses the needs of the BOP through the coordinated engagement of multiple stakeholders, including local communities, governmental bodies, and private enterprises. Next, it focuses on grassroots innovation, which emerges within communities to leverage local insights and indigenous knowledge, yielding culturally and ecologically relevant solutions. The discussion then shifts to reverse innovations tailored to provide solutions for emerging markets before being introduced to developed economies. The chapter then examines frugal innovation, which capitalizes on resource efficiency and cost-effectiveness to produce affordable, high-impact solutions that tackle pressing challenges. Finally, it emphasizes jugaad innovation, often driven by improvisation, flexibility, and ingenuity with minimal resources, and embodies the creative resilience inherent in resource-constrained settings. In the end, supported by real-world examples, the chapter draws attention to the role of an enabling ecosystem that includes supportive government policies, accessible infrastructure, access to finance, robust social networks, and technology transfer and how these enablers can influence the BOP through expediting innovation processes and foster sustainable and inclusive growth.

Keywords: Bottom of the pyramid; Social innovation; Grassroots innovation; Reverse innovation; Frugal innovation; Jugaad innovation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-96-7105-2_7

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DOI: 10.1007/978-981-96-7105-2_7

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