Prevention and ProtectionCOVID-19 Treatment and ReliefInclusive Vaccine AccessSecuring Livelihoods

Frontier Markets

Social Enterprise, Enterprise

Founder / CEO
Ajaita Shah
Jaipur, Rajasthan

Frontier Markets drives access to clean energy and agricultural solutions, appliances and digital financial services to rural customers in India via women entrepreneurs who use its assisted e-commerce platform – Meri Saheli App – to facilitate sales and doorstep deliveries in remote villages. Its network of 10,000 rural women entrepreneurs earn INR 65,000 annually. So far, 450,000 rural families have purchased 3 million solutions in 2,000 villages in India.

COVID-19 Response

Frontier Markets, in partnership with HESA Global and 1Bridge, aims to empower 30,000 rural leaders to ensure 1 million rural households have access to products, health services, and information to build COVID-19 resilience.

It provides access to COVID Raksha Kits, including N95 masks, hand sanitizers, oximeters, and digital thermometers. The oximeter and digital thermometers are supplied per rural entrepreneur, not per household, to ensure efficient use of resources in the community.

In partnership with Noora Health and ARMMAN, it raises awareness of COVID-19 preventive measures, patient treatment and vaccination through a “phygital” approach – a mix of physical and digital information access. It's supporting skills development and job security for 30,000 rural entrepreneurs, of which 50% are women.

Frontier Markets will help overcome grassroots-level challenges in rural India, especially for women. Rural families suffer the most as they're deprived of resources despite big companies coming forward. Through these partnerships, our impactful work in deep rural areas will be amplified alongside accessibility, economic development and opportunities. It's a step forward in our mission to simplify rural lives for better livelihoods.

Share on


Aavishkaar GroupCatalyst 2030COVID Response Alliance for Social EntrepreneursSankalp ForumSchwab Foundation for Social Entrepreneurship

Find out more about the initiative on