The innate potential of the poor to innovate and create enterprise needs to be unleashed, and companies should actively provide products and services which meet real needs affordably and profitably...Prahalad’s premise [C.K. Prahalad, "The Fortune at the Bottom of the Pyramid"] is that the intelligent application of markets can create a real breakthrough in tackling global poverty. [refers to GrupoNueva, Unilever, Hindustan Lever (part of Unilever)]