This article examines the concept of grassroots innovation (GRI) initiatives that cater to economically disadvantaged individuals at the base of the pyramid (BOP). The study focuses on the six criteria of GRI, including affordability, indigenous knowledge, unstructured creativity, sustainability, local fit, and flexibility. Additionally, it explores the importance of market-based strategies in BOP markets, taking into account affordability, adaptability, and the ability to serve multiple purposes. The article also discusses the 4A model (acceptability, accessibility, affordability, and awareness) as a customer-centric approach to marketing, emphasizing the need to understand and meet customer needs. It compares the 4A model with the traditional 4Ps (product, price, place, and promotion) marketing mix and highlights the customer-oriented nature of the 4A model. Furthermore, the article investigates the roles of customers in the marketplace and the significance of awareness, acceptability, affordability, and accessibility in marketing strategies. It concludes by emphasizing the relevance of the 4As framework and creative marketing techniques for reaching rural consumers and tapping into the bottom of the pyramid market.

This article examines the concept of grassroots innovation (GRI) initiatives that cater to economically disadvantaged individuals at the base of the pyramid (BOP).