Skip to main content
SpringerLink
Log in

Case Study 13: Marketing the $35 Akash Tablet

  • Chapter
  • First Online:
Marketing Cases from Emerging Markets

  • 3388 Accesses

Abstract

In April 2006, a U.S non-profit organisation approached the Indian government with a proposal to purchase their device with an offered price of US$ 100 (approximately £65) device. The device was similar to a laptop but with less functionally and specially designed to target underprivileged school children. In a developing country like India, where 75 % of the people live on less than $2 a day, the offered price was a big question in a sense of affordability.

It should not require technologists to use computers, that it should be a common man’s thing.

—Steve Jobs

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
eBook
USD 16.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 54.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Notes

  1. 1.

    PIB Press Release PIB. Accessed 26 July 2010.

  2. 2.

    http://www.aakashstore.in/2011/11/worlds-cheapest-tablet-aakash-can-turn.html.

  3. 3.

    http://www.fastcompany.com/1839297/how-failed-aakash-tablet-object-lesson-indias-long-road-ahead-tech-innovation. Accessed 17 December 2011.

  4. 4.

    http://www.sakshat.ac.in/pdf/Final_FAQ_Aakash.pdf. Accessed 5th oct 2011

  5. 5.

    Ibid.

  6. 6.

    An Indian word which mean “to make-do”.

  7. 7.

    Means Rickshaw driver.

References

  1. Ministry of Human Resource Development. (2011, October 5). Retrieved October 5, 2011, from http://www.sakshat.ac.in/pdf/Final_Note_Aakash.pdf

  2. Kurup, S. (2011, October 9). We want to target the billion Indians who are cut off. Times of India.

    Google Scholar 

  3. Timmons, H. (2011, October 6). Aiming for the other one billion. New York Times.

    Google Scholar 

  4. Aakashtablet.com. (2011). World’s cheapest tablet Aakash goes on sale for Rs 2500 online with one week delivery. Retrieved December 17, 2011, from www.aakashtablet.com

  5. Sakshat. (2011). Retrieved October 5, 2011, from http://www.sakshat.ac.in/pdf/Final_Note_Aakash.pdf

  6. OnlyGizmos. (2009, February 5). The $10 laptop that is not a laptop. http://onlygizmos.com/sakshat-the-10-laptop-that-is-not-a-laptop/2009/02/

  7. Rabkin, A. (2012, June 18). How the failed Aakash tablet is an object lesson in India’s long road ahead to tech innovation. Retrieved December 18, 2012, from http://www.fastcompany.com/1839297/how-failed-aakash-tablet-object-lesson-indias-long-road-ahead-tech-innovation

  8. Economic Times. (2011). Retrieved November 13, 2012, from http://economictimes.indiatimes.com/tech/hardware/an-affordable-ipad-like-tablet-in-india-may-be-the-start-of-something-big-stay-tuned/articleshow/10713648.cms

  9. BBC World news-South Asia. (2012, July 23). India unveils prototype for $35 touch-screen computer. Retrieved July 25, 2012, from http://www.bbc.co.uk/news/world-south-asia-10740817

  10. Chauhan, C. (2011, November 03). Better, faster Aakash-2 to be launched in Feb 2012. Hindustan Times. http://www.hindustantimes.com/technology/PersonalTech-Updates/Better-faster-Aakash-2-to-be-launched-in-Feb-2012/SP-Article1-764394.aspx

  11. SiliconIndia (2010, August 9). OLPC’s Negroponte supports India’s $35 tablet concept. Retrieved August 14, 2010, from http://www.siliconindia.com/shownews/OLPCs_Negroponte_supports_Indias_35_tablet_concept-nid-70313-cid-2.html

  12. Julka, H. & Aulakh, G. (2011, January 18). Tender for $35 laptop project cancelled. The Economic Times. http://articles.economictimes.indiatimes.com/2011-01-18/news/28432799_1_laptop-project-bank-guarantee-sakshat

  13. Sakshat (2011). Retrieved October 5, 2011, from http://www.sakshat.ac.in/pdf/Final_FAQ_Aakash.pdf

  14. Raina, R. & Timmons, H. (2011, October 5). Meet Aakash, India’s $35 ‘Laptop’. New York Times. http://india.blogs.nytimes.com/2011/10/05/meet-aakash-indias-35-laptop/

  15. Bhushan, K. (2011, October 7). Your guide to the new $35 Aakash Tablet. Retrieved January 15, 2012, from http://www.thinkdigit.com/Mobiles-PDAs/Your-guide-to-the-new-35-Aakash_7700.html

  16. Jamwal, R.S. (2011, October 16). Aakash gets thumbs down from students, The Statesman. Retrieved January 21, 2012, from http://www.thestatesman.net/index.php?option=com_content&view=article&id=386755&catid

  17. Hungry N Foolish. (2011). Aakash tablet hands on review. Retrieved October 6, 2011 from http://www.hungrynfoolish.com/2011/10/06/aakash-tablet-product-review-specs-pics-price-and-insights-from-the-maker-himself/

  18. Jamwal, R. S. (2011, October 16). Aakash gets thumbs down from students. The Statesman. Retrieved February 5, 2012, from http://www.thestatesman.net/index.php?option=com_content&view=article&id=386755&catid=35

  19. Bhushan, K. (2011, December 5). Aakash tablet to arrive in the market by January 2012. Retrieved February 21, 2012, from http://www.thinkdigit.com/Tablets/Aakash-tablet-to-arrive-in-the-market_8099.html

  20. Mitha, S. (2011, December 16). Aakash tablet now available online. Retrieved February 22, 2012, from http://gadgets.ndtv.com/tablets/news/aakash-tablet-now-available-online-224826

  21. Business Today Online. (2011, December 20). Low-cost tablet Aakash receives overwhelming response. Retrieved March 1, 2012, from http://businesstoday.intoday.in/story/low-cost-tablet-aakash-sees-massive-booking/1/21074.html

  22. Sinha, V. (2011, October 23). Rs 3,000-tablet PC sparks 500,000-order frenzy. Hindustan Times. Retrieved March 1, 2012, from http://www.hindustantimes.com/technology/Market-Updates/Rs-3-000-tablet-PC-sparks-500-000-order-frenzy/SP-Article1-760760.aspx

  23. EfyTimes News. DataWind To Launch UbiSlate 7+ on April 26. Retrieved March 2, 2012, from http://efytimes.com/e1/fullnews.asp?edid=82123

  24. IIT. (2012). IIT Bombay scales up ‘train 1000 teachers at a time’ programme to 10,000 teachers and launches Aakash-2. Retrieved March 2, 2012, from http://www.iitb.ac.in/AK/Aakash.htm

  25. Bhushan, K. (2012, April 27).UbiSlate 7C: Hands-on. Retrieved March 1, 2012, from http://www.thinkdigit.com/Tablets/UbiSlate-7C-Hands-on_9399.html

  26. Khicha, P. (2012, February 20). A brand new configuration. Business Standard. Retrieved March 1, 2012, from http://www.business-standard.com/india/news/a-brand-new-configuration/465119/

  27. News Track India. (2012, June 28). Upgraded Android 4.0 Aakash 2 tablet will release in August, priced at Rs. 2,263. Retrieved July 1, 2012, from http://www.newstrackindia.com/newsdetails/2012/6/28/93-Upgraded-Android-40-Aakash-2-tablet-will-release-in-August-priced-at-Rs-2263.html

  28. Sibal, K. (12 Aug. 2012). Aakash 2 to be launched very soon. The Economic Times. Retrieved September 2, 2012, from http://economictimes.indiatimes.com/tech/hardware/aakash-2-to-be-launched-very-soon-kapil-sibal/articleshow/15462440.cms

  29. Aakash Store. (2011). Retrieved September 3, 2012, from http://www.aakashstore.in/2011/11/worlds-cheapest-tablet-aakash-can-turn.html

  30. Indiweb. (2011). Retrieved September 3, 2012, from http://www.indiweb.in/general/aakash-tablet-giveaway/

  31. Shetty, A. (2011, December 22). 50 percent discount on the Aakash for Mumbai college students. http://tech2.in.com/news/tablets/50-percent-discount-on-the-aakash-for-mumbai-college-students/266002

  32. Aakash Store (2011).Retrieved September 4, 2012, from http://www.aakashstore.in/2011/12/datawinds-ubislate-7-is-available-for.html

  33. The Times of India (2011, December 5). Cheapest tablet Aakash delayed: Report. Retrieved July 2, 2012, from http://articles.timesofindia.indiatimes.com/2011-12-05/hardware/30477070_1_32gb-expandable-memory-slot-cheapest-tablet-800x480

  34. Haindl, S. (2011, October 11). Social innovation: India aiding students to reach for the sky via affordable technology. Retrieved September 3, 2012, from http://www.justmeans.com/Social-Innovation-India-Aiding-Students-Reach-for-Sky-Via-Affordable-Technology/50200.html

  35. Budki, S. (2011, December 5). Cheapest tablet: Aakash will not be available this year. The Mobile Indian. Retrieved September 3, 2012, from http://www.themobileindian.com/news/4099_Cheapest-tablet:-Aakash-will-not-be-available-this-year

  36. Gupta, D. P. (2011, November 29). Now, the world wants’ Aakash. EFYTimes News. Retrieved March 2, 2012, from http://efytimes.com/e1/fullnews.asp?edid=74232

  37. Vishnoi, A. (2012, April 2). Aakash tablet may see launch in Philadelphia. The Indian Express. Retrieved May 1, 2012, from http://www.indianexpress.com/news/aakash-tablet-may-see-launch-in-philadelphia/931432/

  38. Saraswathy, M. (2011, December 12). Low-cost tablets try hard to please buyers. Business Standard. Retrieved March 2, 2012, from http://www.afaqs.com/news/story.html?sid=32431_Lowcost+tablets+try+hard+to+please+buyers&lt=rss

  39. MSN News. (2011, December 7). World’s first $99 ICS tablet Nova 7 launched. Retrieved January 3, 2012, from http://news.in.msn.com/technology/article.aspx?cp-documentid=5656535

  40. EFYTimes (2012, February 22). Meet stamp: The first indigenously designed tablet in India. Retrieved March 5, 2012, from http://www.efytimes.com/e1/fullnews.asp?edid=79343&magid=11

  41. Vadlamani, S. (2011, July 27). 3G Android tablet from Beetel costs Rs. 8900 and looks slick too. The Gadget Fan. Retrieved November 2, 2011, from http://thegadgetfan.com/tablets/3g-android-tablet-from-beetel-costs-rs-8900-and-looks-slick-too.html

  42. Saraswathy, M. (2011, December 13). Low-cost Aakash is not the only solution, says Ncomputing. Business Standard. Retrieved January 5, 2012, from http://www.business-standard.com/article/technology/low-cost-aakash-is-not-the-only-solution-says-ncomputing-111121300038_1.html

  43. Srivastava, A. (2012, May 1). The tangled tale of Aakash—the world’s cheapest tab. Retrieved June 1, 2012, from http://arpitsrivastava.wordpress.com/2012/05/01/the-tangled-tale-of-aakash-the-worlds-cheapest-tab/

  44. The Economic Times (2011, October 5). Aakash: World’s cheapest tablet launched; to be sold for $60 in retail. Retrieved November 5, 2012, from http://articles.economictimes.indiatimes.com/2011-10-05/news/30246812_1_tablet-mobile-phones-sim

  45. Rajan, N (2011, October 30). If Aakash can help level the playing field for the poor, that’s the biggest motivator. The Indian Express. Retrieved December 1, 2012, from http://www.indianexpress.com/news/if-aakash-can-help-level-the-playing-field-for-the-poor-thats-the-biggest-motivator/867596/0

Download references

Author information

Authors and Affiliations

  1. Indian Institute of Management, Kolkata, India

    Ramendra Singh

  2. Department of Marketing and Advertising, Coventry Business School, Coventry University, Priory Street, Coventry, CV1 5FB, UK

    Sanjit Kumar Roy

Authors
  1. Ramendra Singh
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Sanjit Kumar Roy
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Sanjit Kumar Roy .

Editor information

Editors and Affiliations

  1. Dept. of Marketing and Advertising, Coventry Business School, Coventry, Warwickshire, United Kingdom

    Dilip Mutum

  2. Fac. of Business, Environment & Society, Coventry University, Coventry, United Kingdom

    Sanjit Kumar Roy

  3. Dept. of Marketing and Advertising, Coventry Business School, Coventry, Warwickshire, United Kingdom

    Eva Kipnis

Rights and permissions

Reprints and permissions

Copyright information

© 2014 Springer-Verlag Berlin Heidelberg

About this chapter

Cite this chapter

Singh, R., Roy, S.K. (2014). Case Study 13: Marketing the $35 Akash Tablet. In: Mutum, D., Roy, S., Kipnis, E. (eds) Marketing Cases from Emerging Markets. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36861-5_17

Download citation

Publish with us

Policies and ethics

Search

Navigation