Reaching the Bottom of the Pyramid in India. A case study of Double Fortified Salt in India

      Аннотация: This research has been executed for the sBU Salt Specialties of Akzo Nobel. Together with sBU Chelates ANSS has developed two concepts to fortify salt with iodine and iron simultaneously and with iodine and selenium to prevent people from health diseases of IDD, IDA, and HIV/AIDS. Since prevalence of these health problems are highest in developing countries and ANSS does not have experience yet in serving the Bottom of the Pyramid (BOP) I was asked to conduct a study on how these people can be reached in an economical sustainable way and fits Akzo Nobel’s CSR policy. The Indian government has shown concern in the health problems of IDD and IDA and they have actively called out for help to solve these problems. For this reason and due to the fact that Unilever’s Indian subsidiary HUL has shown interest in Akzo Nobel’s DFS concept a market analysis of the Indian market and the development of a business model had the highest priority when this research initiated.

Ключевые слова: Alleviate Poverty, BOP, India, Bottom Of the Pypramid, doing business, innovation business models