Abstract
Bansara eye care (BEC) is one of the first eye care providers in the state of Meghalaya, NE India and has brought many innovations in process and reduced cost of eye care treatment in the region. BEC has been trying to penetrate the rural markets, to educate and provide eye care services to the rural poor. The case deals with the challenges and poor acceptance of eye care services especially in the rural areas of the region. Lack of awareness and superstitious belief towards eye surgery was the main reason for poor penetration in the rural areas. The case highlights the key decisions that is required to be taken to be able to penetrate the rural markets and determine the expansion strategy.
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