ABSTRACT
The traditional definition of disruptive innovation (DI) in common terms can be said to emphasise the “low cost, almost there” characteristics of a product while competing in a market that is heavily dependent on the ever-growing requirements of its large scale mainstream customers. In this chapter, our aim is to understand whether the traditional definition of DI holds good for the bottom and middle of the pyramid context, where the price-to-value ratio is an essential requirement. Based on the existing definition of DI, all innovations that are targeted at the bottom of pyramid (BOP) would be deemed disruptive due to their meeting the predominant need of being low cost in order to increase affordability.
