Base of the Pyramid

Abstract

The US Department of Energy invests in battery research for developing higher efficiency batteries at lower costs. Successful development of these batteries to increase the range of electric vehicles can create a larger market at the bottom of the pyramid (BOP), which will reduce the cost of the batteries and make them available to more people. There is an interesting case study of two companies that focused on different levels of the economic pyramid. Hindustan Lever Ltd. (HLL) and Nirma, are both makers of washing detergents. While HLL served the top of the pyramid, Nirma started to move up the pyramid as a result of its strong base at the BOP. In 1995 seeing the growth of Nirma, HLL introduced a new detergent product, which was reformulated for the poor. Today, BOP market accounts for over 50% of HLL's total revenues and profits.

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