Trivedi, Rushabh2025-08-142025-08-142025Gupta, S., & Trivedi, R. (2025). Empowering the bottom of the pyramid: Harnessing innovation for sustainable growth. In. R. Singh., & T.A. Wani (Eds.), Marketing to the Base of the Pyramid (pp 129-152). Springer. https://doi.org/10.1007/978-981-96-7105-2_7https://ir.mica.ac.in//handle/123456789/10257enArticle