AYESHA SHAIKH: C.K. Prahalad defined the Bottom of the Pyramid (BoP) as “people earning less than $1,500 a year.” How would you define BoP within the context of Pakistan?
FAHD ASHRAF: Reckitt Benckiser (RB) defines BoP as those underprivileged consumers who have reduced purchasing power in terms of value, but in terms of absolute numbers, constitute the largest proportion of Pakistan’s population. According to the Government of Pakistan’s poverty measurement statistics, approximately 60 million people live below the poverty line and essentially this

Article source: http://www.dawn.com/news/1315332/reckitt-benckiser-director-marketing-on-why-bottom-of-the-pyramid-marketing-has-become-relevant