The Base of the Pyramid (BoP) is the biggest consumer market in the world, consisting of 4 billion consumers mostly living in developing countries. These people live on an income of less than USD 10 per day and have long been seen by the International community as people needing charity. Nowadays, the BoP is seen as a big market with consumers requiring low cost products and services, tailored to their needs. This market is increasingly regarded by multinational companies as the growth market for the future, but also as a driver for innovation.
