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One of Ethiopia’s early social enterprises
empowering rural female entrepreneurs to provide
last mile distribution of high impact and fast
moving consumer goods.
Bottom of the Pyramid
with an average daily household expenditure of 2 dollars.
A little above that we find 24 million floating middles,
living above the poverty line however still vulnerable to shock,
with average daily household expenditure of 2 to 4 dollars.
There are 31 million people that make up part of the middle of the pyramid
with an average daily household expenditure of 4 to 10 dollars.
Less than a million people have an average daily expenditure of 20 dollars
and above which are part of the top of the pyramid.
Kidame Mart specifically targets the 24 million within the bottom of the
pyramid who live above the
poverty line on $2-$4 as our customers because they
have discretionary income and seek variety and options of quality products.
At Kidame Mart, we define "last mile" as "rural market" where the conventional
route to market (R2M) has no presence nor motivation.
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