In the year 2000, only 2% of women in India used menstrual hygiene products. Almost a quarter-billion relied on cloth rags and many rural women were banished to a hut during their monthly cycle. In these unsanitary conditions, 62.4% had experienced at least one reproductive tract infection, with the result that teenage hysterectomies were not uncommon.

Malaysian publicly-listed Hartalega has grown to become one of the world’s largest nitrile glove manufacturers. Still predominantly managed by the founder’s family, it is renowned for its innovation and quality. Its growth and operational achievements have translated into a stellar financial performance, boosting its stock price 20-fold since 2008 (while the Malaysian stock market has been flat).

With ChotuKool, an innovative cooler, Gopalan Sunderraman, Executive Vice President at Godrej & Boyce Manufacturing and his team were able to profitably address a need of bottom-of-the-pyramid consumers in rural India. Case A presents the challenge and the approach used (in-market research) to identify the need and design a solution.

With ChotuKool, an innovative cooler, Gopalan Sunderraman, Executive Vice President at Godrej & Boyce Manufacturing and his team were able to profitably address a need of bottom-of-the-pyramid consumers in rural India. Case A presents the challenge and the approach used (in-market research) to identify the need and design a solution.

The case describes the building of a new brand of detergent, Nirma, by an Indian entrepreneur. His product, marketed in a revolutionary way, overtakes the long-time market leader, Hindustan Lever (HLL), the Indian subsidiary of Unilever, which had utterly failed to recognise the threat posed by Nirma.