A Sachet (pronounced Sa-Shay) was a small packet of perfumed powder placed in drawers to make clothes smell nice. It also refers to "a small sealed usually plastic envelope containing a small portion of a substance such as shampoo" says the Collins dictionary. In India the term has become synonymous with shampoos. These sachets contain upto 10-20ml of shampoo that can be a convenient and affordable option for people even at the Bottom of the Pyramid (BOP). The cola giants had Rs5 bottles of Coke and Pepsi primarily targeted at this range. Other consumer good companies - think FritoLay's packs of potato chips - have launched products in the magical five rupee zone. From shampoo to colas to cell phones, the sachet marketing option is attractive to an increasing number of consumers. The British Economist EF Schumacher blasted away at the traditional thinking of bigger is better in his work "Small Is Beautiful: Economics As If People Mattered" as long back as 1973. His idea was that for developing economies mass production needs to be replaced with "production by the masses".CavinKare made its shampoo (brandname Chik) available in a one rupee sachet since 1989. Ten years later they tried to dig deeper into the rural market by introducing a 4ml shampoo sachet for half a rupee. On 14 Decmber 1983 when Maruti Suzuki invited the Prime Minister Indira Gandhi to launch the first ten 800cc cars, the middle class of India soon made it their darling. It was small (as compared to the tank like Ambassador or the box like Fiat and perhaps a Standard Gazelle) and sleek. The sachet version of a car.