Frontier Markets is a social tech enterprise that focuses on rural India. It is an end-to-end commerce platform that provides last-mile products and services, delivered at the doorsteps of consumers in villages through an assisted commerce model run by rural women entrepreneurs called Saral Jeevan Sahelis.

Solution and Product Overview

Frontier Markets identified that there is a significant gap in the market when it came to last mile service for rural communities in India. It has created a network of 4,000 village entrepreneurs called Saral Jeevan Sahelis, or “Easy Life Friends”, responsible for on-the-ground marketing, sales, and customer support in the villages they serve.


Rural Markets, Women Entrepreneurs, Vernacular E commerce


Ajaita Shah

Founder, BA, Tufts University,
15 years of Experience in rural India and microfinance

Mehdi Rizvi

20+ years experience in rural distribution, telecom, & operations

Amrit Mohan

Executive, CMO
15+ years experience in rural analytics & consumer insights


Institutional Investors:

Seedfund, Beyond Capital Fund, Acumen, ENGIE Rassembleurs d’Energies, TPG – Rise Fund, TEJA Ventures, Rianta Capital


Forbes 30 Under 30, GES Summit Winner 2017, Women Transforms India Award 2018, Ashden Awards 2016, UNCDF Fintech Innovation Challenge Winner etc.


EKO, HUL, P&G, Marico, Nestle, Crompton

Market Overview

Rural Market consumption in India (2018 est.) – INR 59.3 Tn

Expected CAGR: 12% Rural Internet Penetration will increase to 45% by 2021, from 18% in 2017


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