There remain a wide gap between the need and delivery of finance for
the poor. The poor need finance for building assets and also for
economic security. There is a huge untapped market at the bottom of
the pyramid. The barrier to the untapped market is accessibility.
Organisations can adopt the Blue Ocean strategy to unlock the
uncontested market. To understand how it happened in Manipur, a
Case Study of YVU, Manipur is undertaken. The paper examines how
YVU in the due course adopted the four strategic framework of the
Blue Ocean Strategy – eliminate-reduce-raise-create. The paper
highlights how the strategic moves helped unlocked the uncontested
market, blue ocean – the mass customer based, not served by the
conventional financial institutions and underserved by the existing
microfinance institutions in Manipur.

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