Granma defines poverty as a state of lack of imagination. We get serious about creating lives for people where they take the initiative to open the ways to the future. However, there are as many as 1 billion people who have yet to have access to safe water supply in the world. Granma boldly and steadily pushes ahead with creating and implementing the best solution by collaborating with enterprises and individuals who possess cutting edge technology and designing skills.
Granma forms alliances, in an attempt to deepen our understanding of people’s lives in various Asian countries, with the governments, universities and influential NGO/NPOs in the world with whom we have built relationships through our Design to Change the World ExhibitionJapan, as is holding many of the world’s top enterprises is placed great expectations from the leaders of various Asian countries.
Japan, as is holding many of the world’s top enterprises is placed great expectations from the leaders of various Asian countries.
It is considered that the 21st century belongs to Asia. The number of people in the 12 Asian countries in which Granma is involved in business equals to 2.1billion which accounts for 30 percent compared to the total population of the world. For instance in India which has more than 1.2billion people in its country, the ratio of the urban residents to the rural ones is three to seven. Since a certain number of the affluent do exist in urban areas, it is possible to apply the traditional business models. However, the real situation in the rural areas is hardly comprehended although they hold a majority of India’s whole population. Also it is becoming extremely difficult to grasp the current situation of the expanding slums in urban areas. As we presented in the Design to Change the World Exhibition in 2010, different products and services are in need of nontraditional targets, and it is creating new business models.
Ever since our group started up, we have aimed at resolving the problems of poverty through business. Three of the founders were individually involved in the education, agriculture and business field in search of actions to end the world poverty.
BoP business ・ Inclusive business
BoP stands for the Base of Pyramid, the low-income group consisting of four billion people whose annual income is under 3000 dollars. The market size of the BoP is estimated to be five trillion dollars. BoP business is a business model which targets BoP to create a win-win situation for its business sides and poverty reduction. Inclusive business is a business model which considers Base of the Pyramid as important business partners, regarding them as consumers, producers as well as distributers while encouraging them to participate in a process of creating added value.
We think it is an effective approach for the next market, which is a volume zone, to share a common goal with the consumer needs as to aim at solving social issues. We visit and do a research in the field always imagining how services and technology of enterprises would be able to contribute to solve the social and life problems we find in the field. We also conduct planning and construction of the value chain of the finished products with our local partners in each country. And we aim at the realization of high economic efficiency and social returns by expanding into other Asian countries with the finished products.
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