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Case Study 13: Marketing the $35 Akash Tablet

In: Marketing Cases from Emerging Markets

Author

Listed:
  • Ramendra Singh

    (Indian Institute of Management)

  • Sanjit Kumar Roy

    (Coventry Business School, Coventry University)

Abstract

In April 2006, a U.S non-profit organisation approached the Indian government with a proposal to purchase their device with an offered price of US$ 100 (approximately £65) device. The device was similar to a laptop but with less functionally and specially designed to target underprivileged school children. In a developing country like India, where 75 % of the people live on less than $2 a day, the offered price was a big question in a sense of affordability.

Suggested Citation

  • Ramendra Singh & Sanjit Kumar Roy, 2014. "Case Study 13: Marketing the $35 Akash Tablet," Springer Books, in: Dilip Mutum & Sanjit Kumar Roy & Eva Kipnis (ed.), Marketing Cases from Emerging Markets, edition 127, pages 117-136, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-36861-5_17
    DOI: 10.1007/978-3-642-36861-5_17
    as

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