The poor and the left-behind—why they should not be overlooked, and how companies can serve them and create second and third waves of growth
IMAGINE ALL OF THE PEOPLE in the United States and Western Europe living on less than $1.25 per day—about one-third the price of a large cappuccino from a coffee shop. It is hard to picture. Yet, at last count, there were nearly 665 million people in China and India living below that poverty line: 455 million in India, or 38 percent of the population; and 208 million in China, or 16 percent of the population (figure 4-1). These are the left-behinds—people who are extremely poor and disconnected from the rapid prosperity of their countrymen. But ...
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