Dr. Wasana Jayawickramarathna
Abstract: BOP is a meso-level notion that provides opportunities for businesses making profits while helping poor alleviate poverty. This concept of 'finding fortune' at the bottom level, has now evolved into an idea of 'sharing fortune' amongst the participants as part of an organisations business model. While BOP provides a pathway for businesses, there is recognition that this proposition requires the association of multiple players, including government and non-government organizations, to implement an effective business model. The aim of this study is to examine how such collaborative approaches play out in reality by adapting a case study approach using Unilever's 'Saubhagya' project. The results illustrate that the core shared vision amongst the participants in BOP framework is their mutual understanding of the intent to alleviate poverty. The role of the government found to be transcendent, especially in standardizing micro finance industrywhich mostly impose a poverty penalty on consumers.
Keywords: BOP market, poverty, collaborative approach, stakeholders, micro finance