This document summarizes a seminar presentation on bottom of the pyramid (BoP) approach in rural marketing. It defines BoP as the largest but poorest socioeconomic group, referring to billions of people living on less than $2 per day. It discusses challenges in marketing to rural/BoP consumers due to factors like cash poverty, distance, and awareness. It provides the Hindustan Liver Limited case study as an example of successfully adapting business models to target rural/BoP consumers in India. The conclusion is that while BoP was previously ignored, it represents a major market opportunity if companies design appropriate products/services to satisfy their needs.