While in New York the other day, Global X interviewed 2007 Acumen Fund Fellow Nadaa Taiyab, who just returned from Bombay where she worked for Medicine Shop India, an international chain of pharmacies.
Nadaa Taiyab tells Global X how she was able to redesign a service conceived for the elite into a product successful with the urban poor.
Listen to her advice on how to sell a service to the urban poor: do a lot of marketing research (but not too much!) before launching, so that the design, pricing and overall offering are perfectly in sync with what customers who are at the bottom of the economic pyramid.
Watch Nadaa Taiyab in this short (four minutes) interview!