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We use a demand-side logic to analyze firm engagements with Base of the Pyramid (BoP) consumers. We ask: what kind of value do firms create with such engagements? How do BoP consumers experience this value? We use longitudinal surveys from consumers in rural India to explore economic and non-economic well-being returns from purchasing corrective eyeglasses. We discover gains across multiple dimensions of well-being (economic, capability, relationship)—even when income benefits do not offset acquisition costs. Second, we test for the Matthew Effect. Surprisingly, we find the more resourced do not always fare better—demonstrating the importance of attending to BoP heterogeneity. Findings unpack how firms capture value with BoP engagements, by illuminating how such engagements create value and how value creation varies by segment.
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