Foothold Markets: Starting in Unlikely Places

The Bajaj RE60 is a sinfully ugly car with a one-cylinder engine, simple engineering, and a lousy name. It’s also a brilliant illustration of how to target new markets. India’s Bajaj has chosen to pioneer the ultra low-end car market by laser targeting an interesting audience — rickshaw drivers. Read more about the compelling logic of this foothold market strategy in my piece for Forbes.

Story by Steve Wunker.

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