“…1 Yet, many people in the region live at the bottom (or base) of the economic pyramid (BoP)-a term that refers to extreme poverty (Prahalad & Hart, 2002;Hart & Christensen, 2002). 2 In addition, there are many challenges that South Asian countries face, including lack of human capital (Khilji, 2012) and financial capital (Global Financial Development Report 2017-18;Renjith & Shanmugam, 2019), stringent labour regulations (Acharya et al, 2013), political instability (Tushnet & Khosla, 2015), inadequate infrastructure (Andrés et al, 2014;Jha & Arao, 2018;Rasul, 2016), corruption (Borooah, 2016;Daoud, 2015), inequality (Huynh & Nguyen, 2019;Kumar Mishra et al, 2019) and conflicts within and between some countries (Akhmat et al, 2014;Goldstone, 2018;Khan, 2019).…”