The base of the pyramid (BOP)—the largest socio-economic group, but which also has the lowest income—is the subject of increasing attention in business practices worldwide, the current shift of which is toward creating a more sustainable market. That trend is thoroughly detailed in this helpful guide to understanding and succeeding in BOP business. Utilizing case studies from South Africa, the book demonstrates that in South Africa, around 60 percent of the population is not served or underserved by current business, with similar comparisons existing globally. The book offers strategies for tapping the significant new market both effectively and ethically, and showcases pioneering BOP businesses as well as the failures—giving special focus to what makes an approach sustainable. Also included are interviews with more than 40 top players, and the case studies include Nestlé, Danone, Walmart, Blue Label Technologies, and Capitec.