Nicolas Pascarel

Since its establishment in 2007, Reciprocity has acquired significant field experience, running pilot projects, conducting qualitative and quantitative studies, as well as offering direct immersion in low-income communities.

Corporates around the world are increasingly realising that they cannot afford to overlook the potential of low-income markets. But they often don’t know how to go about: “How big is the market at the BoP? What kind of products and services would best be suited? What are the best channels to reach the BoP? Who to partner with? How does one overcome the obstacles to trading with the poor, such as the lack of infrastructure and lack of skills?”

Such are typical questions that companies are grappling with when developing strategies to reach the BoP, and Reciprocity’s aim is to help companies design, test, and build such strategies.

Lab Contact

Lab Leader:
Nicolas Pascarel
Nicolas Pascarel is the founder and managing director of Reciprocity in Cape Town. He has extensive experience in designing and managing field missions, quantitative and qualitative research, and testing business models at the base of the economic pyramid (BoP) on behalf of corporate clients. Nicolas’ field work includes the design and testing of inclusive business models in low-income peri-urban and rural communities, as well as regular immersions in low-income communities for senior and executive managers of large companies.

Lab Activities


Reciprocity BoP Learning Lab 2015


Reciprocity BoP Learning Lab 2014