India’s fight for the ventilators

Abstract

BoP segment is a very underserved segment and not many companies focus on this market segment due to their limited purchasing capacity and sensitivity towards the price. Also, these markets lack the proper infrastructure (Karnani, 2007). In addition to low consumer purchasing capacity, “the rural BoP market is also characterized by limited product access due to higher product distribution costs, vast geographical distances and lower population density” (Sehrawet & Kundu, 2007). As an institutional theory lens reveals that BoP markets inherently different than higher-tier markets (Angeli & Jaiswal, 2016) (Angeli & Jaiswal, 2015) (Rivera-Santos & Rufin, 2010). In spite of the great need for (basic) products, any new product launch will become a challenge due to the above limitation. (Karnani, 2007).