GE Healthcare was on a continuous lookout for investing into new and innovative super value products for the Bottom of the Pyramid markets in India. After launching its first successful super value ECG machine Mac 400, GE had recently launched its twenty-fifth super value product a PET CT machine. Serving the BOP markets has its own unique challenges that may be different for each product that is placed in the market. However, GE has so far successfully sailed through all the challenges and developed a steep learning curve about BOP markets. However, it is now facing the challenge of ensuring sustainability of product pipeline. The company is also keen to exploit the opportunities for reverse innovation that super value products have provided. The company also wants to assess the disruptive impact of these products in domestic medical device markets as well as markets outside India.
The authors thank Mr. Munesh Makhija chairman and managing director, GE India Technology Centre and chief technology officer (CTO) GE India for his help and cooperation in preparing this case. They are also grateful to Mr. Vikram Damodaran, director, healthcare innovation for GE Healthcare, India & South Asia; Mr. Shyam Rajan, chief technology officer – India at GE Healthcare; Mr. Chaitanya Sarawate, global product manager; Mr. Oswin Varghese, site manager, Diagnostic Cardiology R&D and Mr. Suresh Kumar R, general manager, Essential PET Segment for their support.
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