Gillette used a reverse innovation strategy to introduce its razor with blades in India, which is a developing nation. The major drivers of this strategy were the company's research on Indian market trends and its desire to capture a larger share of the shaving market. Gillette did not compromise standardization to achieve localization as it built a reputation in the Indian market by customizing its product to meet local needs. This approach was considered a long-term success strategy. Another example of a major company adapting an existing product or investing in product innovation to meet the needs of low-income consumers is Nestle's introduction of NESCAFÉ SUNRISE INSTA-FILTER, which provided the taste of filter coffee without requiring a machine. The company used aggressive advertising and bulk selling strategies to make this innovative product accessible to low-income consumers in India.