Lesson: Tap underserved markets

One largely-ignored market opportunity: the "bottom of the pyramid." In economic circles, this term is commonly used to describe the largest and poorest socioeconomic group. Ned Tozun and Sam Goldman, co-founders of D.light Design, a New Delhi-based social venture that sells inexpensive lighting and power technologies in India and Africa, are doing just that.

Currently, Tozun says, about 1.6 billion people across the globe use kerosene lights, which not only emit environmentally-unfriendly carbon, but also account for 5% to 30% of a household's income in the developing world. "That's a huge market problem," he says. But, as Tozun has discovered, it can also be a huge opportunity.

New Delhi-based D.light Design founders Ned Tozun (left) and Sam Goldman (right) tap into underserved markets.

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