Case study 13: Marketing the $35 Akash tablet

Ramendra Singh, Sanjit Kumar Roy

Research output: Chapter in Book/Conference paperChapterpeer-review


In April 2006, a U.S non-profit organisation approached the Indian government with a proposal to purchase their device with an offered price of US$ 100 (approximately £65) device. The device was similar to a laptop but with less functionally and specially designed to target underprivileged school children. In a developing country like India, where 75 % of the people live on less than $2 a day, the offered price was a big question in a sense of affordability.

Original languageEnglish
Title of host publicationMarketing Cases from Emerging Markets
PublisherSpringer-Verlag London Ltd.
Number of pages20
ISBN (Electronic)9783642368615
ISBN (Print)3642368603, 9783642368608
Publication statusPublished - 1 Dec 2014
Externally publishedYes


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