Until recently, Bottom of the Pyramid (BoP) market was largely ignored by the multinationals, due to the huge challenges it possess to overcome, but now more and more multinationals are trying to tap this huge and lucrative market. However, most of these attempts are resulting in partial success or no success at all. This is mainly because of two reasons – firstly most products are adapted versions of the existing products and not designed per se for this market and secondly this market has been mostly seen as vulnerable and hence considered apt as CSR beneficiaries only. There is a strong need to look at this market with a wider and more humanistic approach. We study this gap in the literature , through an interdisciplinary approach, borrowed from Town Planning literature by developing and validating a model for this problem.
The study marked one of the first attempts for developing and validating a new interdisciplinary model for the BoP market. We believe this study would help practitioner as well as academicians to understand this lucrative yet complex market. We also anticipate that our framework can give directions for future empirical research, by strengthening the relationships between the tenets identified.

Keywords: Bottom of Pyramid, Geddessian Town Planning Theory, Stimulus Organism Response (SOR).