The base of pyramid distribution challenge: evaluating alternate distribution models of energy products for rural base of pyramid in India

This paper from Centre for Development Finance (CDF) - IFMR analyzes the product distribution choices available in rural BoP markets to help enterprises evaluate the key drivers of distribution for successful go-to-market strategies. Based on extensive field work with commercial and social enterprises, rural BoP consumers and on rigorous secondary research, this paper elucidates why a one-size-fits-all strategy will not work in a rural market scenario. It highlights the complexities of operating in rural Indian markets and presents a new analytical framework to help companies identify viable alternate distribution channels and evaluate their capabilities. The aim of this paper is to help manufacturers, producers and marketers – particularly in India – to better realize the enormous potential of the alternate distribution structures in this market and engage them in a mutually beneficial way.