How Frontier Markets all-woman salesforce enables last mile delivery in rural India
Frontier Markets, through its network of 10,000 rural women entrepreneurs across Uttar Pradesh, Rajasthan and Bihar, has connected with over 3.5 lakh households and sold over 2 million products
Ajita Shashidhar | February 12, 2021 | Updated 23:19 IST
The 'Saral Jeevan Sahelis' of Frontier Markets deliver consumer durables in rural India
Hindustan Unilever's Project Shakti, which enables rural women (Shakti Ammas) to achieve financial independence by distributing its FMCG products, is well known. Just like the Shakti Ammas (who for several rural households are an important touchpoint for their daily consumption needs), last mile delivery start-up, Frontier Markets, is also empowering women in rural India to do last mile deliveries. The "Saral Jeevan Sahelis", as they are referred to, don't supply soaps and detergents; they are the last mile suppliers of consumer appliances and durables such as refrigerators, TV panels, washing machines, mixer-grinders and smart phones. So, if a farmer living in a far-flung village in Uttar Pradesh or Rajasthan, wishes to buy a refrigerator, the easiest way for him to do so is to reach out to a Saheli in his village.