Published Paper Details:

The Bottom of Pyramid (BOP) Consumers in rural India constitute the largest but financially under-represented and underserved segment. The paper focuses on understanding the procedure of achieving sustainable development, in practice, and address the problems faced by the people at bottom of the pyramid. Economic sustainability is the new formula for rural development. The Vision of Viksit Bharat at 2047 hence can only be consummated with the inclusion of this segment. This approach has significant potential for all the stakeholders to achieve profitability and create a long-lasting social impact. The BOP populace in rural India has a varied and phenomenal blend of socio-cultural' demographic. A roadmap to attain sustainable rural development is needed to boost the economic well-being and the quality of life of this untapped market. This paper explores the characteristics and specificities of this market segment. It also examines the primordially important role of affordability, accessibility, awareness, and acceptability in designing a strategic roadmap for this purpose. Sustainable rural development is essential for achieving equitable and environmentally conscious growth.