According to a recent report by Ernst & Young, over half of India's population lives on under US$3 a day.

However, most companies develop products targeted at those consumers who can afford them; middle-class or affluent consumers who demand a higher standard of living and have the means to support it.

Innosight Ventures believes that the most effective path to growth is not by developing new products and services for your best customers. Instead, we advocate looking beyond your existing customer base to understand the things that prevent potential customers from using your product ' convenience, cost or a mis-match between the job the consumer is trying to get done, and the job that your product solves.

We believe that by identifying these barriers to consumption one can develop  new products that target non-consumers by creating simple solutions that satisfy important and unsolved jobs for these consumers

Disruptive Innovations are so effective because they avoid the competition rather than confront it, they target non-consumers rather than try to steal market-share from established companies and create new markets rather than compete in the existing ones.

Disruptive Innovations often require radically new business models which are unappealing to established companies, enhancing market potential and the rewards for the companies that enter these markets.

Innosight Ventures can help you perform an Opportunity Analysis

1. Identify the barriers that constrain consumption of your products
2. Identify the jobs-to-be-done for consumers of your products
3. Develop and launch new products, services and business models which target non-consumers and create new markets
   

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The Theory of Disruptive Innovation

The Theory of Jobs-to-be-Done