9. Base of the Pyramid

  1. Nikos Avlonas Founder and President1 and
  2. George P. Nassos Principal2

Published Online: 1 NOV 2013

DOI: 10.1002/9781118787472.ch9

Practical Sustainability Strategies: How to Gain a Competitive Advantage

Practical Sustainability Strategies: How to Gain a Competitive Advantage

How to Cite

Avlonas, N. and Nassos, G. P. (2013) Base of the Pyramid, in Practical Sustainability Strategies: How to Gain a Competitive Advantage, John Wiley & Sons, Inc, Hoboken, NJ. doi: 10.1002/9781118787472.ch9

Author Information

  1. 1

    Center for Sustainability & Excellence

  2. 2

    George P. Nassos & Associates, Inc.

Publication History

  1. Published Online: 1 NOV 2013
  2. Published Print: 20 NOV 2013

ISBN Information

Print ISBN: 9781118250440

Online ISBN: 9781118787472

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Keywords:

  • base of the pyramid (BOP);
  • batteries;
  • Hindustan Lever;
  • Nirma

Summary

The US Department of Energy invests in battery research for developing higher efficiency batteries at lower costs. Successful development of these batteries to increase the range of electric vehicles can create a larger market at the bottom of the pyramid (BOP), which will reduce the cost of the batteries and make them available to more people. There is an interesting case study of two companies that focused on different levels of the economic pyramid. Hindustan Lever Ltd. (HLL) and Nirma, are both makers of washing detergents. While HLL served the top of the pyramid, Nirma started to move up the pyramid as a result of its strong base at the BOP. In 1995 seeing the growth of Nirma, HLL introduced a new detergent product, which was reformulated for the poor. Today, BOP market accounts for over 50% of HLL's total revenues and profits.