A ROADMAP FOR TURNING BIG PROFITS IN SMALL MARKETSIn a world obsessed with rapid scaling, The Niche Code defies conventional wisdom and demonstrates that bigger isn’t always better. This groundbreaking book reveals that true business success lies not in mass appeal, but in deep specialization. It shows how many of today’s thriving businesses – from Mamaearth and boAt to Amazon and Tesla – owe their success to meticulously serving overlooked markets.

In spite of the current wave of globalization, the majority of the world’s people remain poor, excluded from economic development. The aim of this book is to show that disadvantaged smallholders and other poor people can be included in modern integrated value chains, which are profitable for them, for the value chain leaders, and for all the other processors and traders involved. And, that this can be done without subsidy, without donor or government aid, and without appeal to ‘corporate s...