The "fortune at the bottom of the pyramid," a phrase coined by Prahalad and Hart in 2002, led to a lot of excitement since companies were enthralled with the idea of finding new profit seeking opportunities and markets especially among the low income segment section in the developing nations. The proposition also syncs well with the first of the UN Millennium Development Goals, which call for an eradication of extreme poverty and hunger in the world—i.e., to cut down by half the…