REVERSE INNOVATION-I

Over the years the flow of innovation is assumed to be from Developed markets to developing markets. But many of the product innovation had broken that notion. For this a new term is coined as “Reverse Innovation”. It is basically a strategy or a plan to innovate a product or service for the developing economies and then selling it in developed markets. Companies like P&G and Nestle are doing it for a good span of time. The idea and the term was first discussed by Vijay Govindarajan, Professor at the Tuck School of Business.

Examples of Reverse Innovation:

S. No.	Product	Company	Target Market	Marketed in
1.	Vicks Honey Cough	P&G	Mexico	Europe and US
2.	Low-cost dried noodles	Nestle	Rural India and Pakistan	Australia and New Zealand
3.	Chotukool Refrigerator	Godrej	Rural India	Singapore and Malaysia
4.	“Swacch” – World’s cheapest water purifier	Tata	Rural India and Pakistan	US and Russia
5.	Kurkure	Pepsico	India and China	West Asia
6.	Taco Bell	KFC	India	Australia & US
7.	Low-cost Air Conditioners	LG	Middle and lower-middle classes in India	South Korea & Thailand
8.	eKOCool	Coca-Cola	India and China	Europe and Australia
9.	Minute Maid’s Pulpy	Coca-Cola	India and China	Europe and Australia
10.	Zoozoos	Vodafone	India	Across the Globe