International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 7 Issue 4
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Extending the Business Model Canvas for Informal Markets: Insights from Street Vendors in Delhi, India

Author(s) Dr. Harleen Pradhan Kaur, Mr Sarthak Bhardwaj
Country India
Abstract This study examines how street vendors operating in Delhi's informal vegetable markets organize and sustain their businesses using an adapted version of the Business Model Canvas (BMC). While the BMC has been widely used in formal entrepreneurship contexts, its application to informal economies remains underexplored. Drawing on ten in-depth interviews with vendors, we identify how each BMC component is reframed in response to resource scarcity, regulatory ambiguity, and social embeddedness. Vendors define value propositions around affordability, proximity, and familiarity, while customer segmentation and relationships are shaped by personal trust and local knowledge. Revenue strategies reflect real-time price flexibility, and cost structures include unofficial fees and logistical improvisations. We contrast these findings with BMC use in formal enterprises and suggest modifications for theorizing informal business models. Our analysis contributes to the literature by offering a contextualized understanding of business modeling under informality, and by bridging gaps between entrepreneurial frameworks and survival-driven micro-enterprises in the Global South.
Keywords Informal Economy, Street Vendors, Business Model Canvas, Informal Entrepreneurship, Subsistence Markets, Urban Informality, Delhi Micro-Enterprises, Base of the Pyramid (BoP)
Field Business Administration
Published In Volume 7, Issue 4, July-August 2025
Published On 2025-07-08
DOI https://doi.org/10.36948/ijfmr.2025.v07i04.50592
Short DOI https://doi.org/g9s9mr
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E-ISSN 2582-2160
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