STUDY OF THE PRINCIPLES OF INNOVATION FOR THE BOP CONSUMER â THE CASE OF A RURAL WATER FILTER
V. C. S. PRASAD
It is now well known that the principles of innovation for the Bottom of the Pyramid (BOP) markets are different from those of the top of the pyramid. This paper discusses these principles taking the example of the development of a rural domestic water filter in India. Work related to two principles are highlighted, viz, product development based on deep understanding of functionality and price â performance focus. The former was achieved through the development of a realistic specification for the bacterial (Coliform) trapping level of filtered water by using DMAIC (Define, Measure, Analyze, Improve and Control) methodology. When the filters made by the villagers from the resulting process is introduced in a small village in India, significant reduction in the number of cases due to water-borne diseases is reported. The resulting reduction in medical costs is shown to far outweigh the initial and subsequent maintenance costs of the filter. A simple entrepreneurship model is outlined showing a win-win situation for the rural consumer as well as the rural entrepreneur.
Invention to innovation process, BOP market, DMAIC, rural technology, rice husk ash, water filter, entrepreneurship model
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