Reuters Market Light and The Fortune at the Bottom of the Pyramid

It was early 2006 when a tall Swede named Mans Olof Ors and his highly persuasive Indian colleague Amit Mehra first approached me with a passionate pitch about something called Project Market Light—an idea to sell information services on mobile phones to farmers in emerging markets.

Mans’ vision, conceived while on a one-year sabbatical at Stanford University in 2004, was inspired directly by reading The Fortune at the Bottom of the Pyramid. At its heart was a simple idea: In India, where 60 percent of the population is dependent on agriculture, and where approximately eight million new mobile phone users were connecting each month, a vast farming community of 120 million cultivators ...

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