AJAITA SHAH, an alumnus of Tufts University and a dynamic Entrepreneur, changed millions of lives by blending business innovation, suitability and social impact.
Being the founder and CEO of Frontier Markets, she took the initiative of Saral Jeevan Sahelis and created a strong network of rural women entrepreneurs, who bring sustainable solutions and products directly to the doorsteps of India’s most neglected households.
The Birth Of Frontier Markets
Frontier Markets was founded in 2011 and it is a social commerce platform, which is designed to bring sustainable and high quality products to the footsteps of rural customers.
Rural consumers are connected to manufacturers by the company through a network of trained local entrepreneurs, using data driven insights to ensure that products match community needs.
Affordability, Access and Awareness are the three pillars which operate Frontier Markets. And today the platform caters to over 1 million rural customers, mainly focusing on clean energy products like solar home systems, solar lanterns and energy efficient appliances.
Over time, the product range expanded to essential consumer goods, agriculture tools, digital solutions and financial services.
The Saral Jeevan Sahelis
The network of Saral Jeevan Sahelis is the beating heart of Frontier Markets. They are a group of local women who are trained and supported to become micro entrepreneurs.
They act as a bridge between companies and rural households, selling and delivering goods directly to customer’s doorstep in the villages.
Ajaita and Frontier Markets wanted to tap into a powerful social and economic change by empowering rural women with training, technology and inventory. They knew that women are natural connectors in their communities and they often understand the needs of locals, have strong social ties and are trusted by their neighbours.
Firstly women of rural areas are selected and given training sessions in sales, product knowledge, customer service and digital literacy.
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Then the Sahelis get access to organised catalogues of products from solar light to home products, agri-inputs to health products, which are all authorised for quality and affordability.
Sahelis are allowed for placing orders, managing inventory, and receiving training modules online from Frontier Markets App.
Each sale earns the Sahelis a commission, boosting their financial independence.
Ajaita Shah’s Renewable Energy Vision
We all know that for decades, rural India has faced energy poverty. Millions of Houses rely on kerosene lamps (which are dangerous and polluting), have unreliable grid electricity (with frequent blackouts).
And the consequences are extremely harsh, poor lighting affects children’s education, fumes damage health, and opportunities for income generation are restricted by limited energy access.
After knowing more about the condition, Ajaita saw renewable energy not just as an environmental necessity, but as a tool for empowerment.
Ajaita through Frontier Markets and the Sahelis, has introduced useful products which are low cost, durable, and are tailored for rural use. The products are solar lanterns (which provides clean, bright light for work, study and normal home use), energy effective cookstoves (it reduces fuel coasts and indoor air pollution), Solar home systems (which powers chargers and appliances without depending on the grid), Solar powered irrigation pumps (it helps farmers save on diesel).
Impacts
Environment benefits include the reduction in carbon footprints, as each solar lantern replaces kerosene use, annually preventing an estimated 200 kg of CO2 emissions. Clearer air, harmful smoke inhalation was reduced due to energy effective cookstoves.
Families saved up to 300 – 500 rupees per month after replacing kerosene with solar lighting.
Women entrepreneurs started earning a good amount of money which shows a cycle of local Economic growth.
Achievements
Ajaita has been awarded by Echoing Green Fellowship for her work. And has also been featured by World Economic Forum and Forbes 30 under 30 (Category – social entrepreneurs)
Ajaita Shah’s work with Frontier Markets and Saral Jeevan Sahelis is about rewriting the life of rural India. By combining renewable energy with women’s empowerment she has created a sustainable ecosystem where economic growth is made without compromising on environmental protection and also social change go hand in hand.
