In Bangalore (City in South India), Rakesh, an INSEAD&NIT-educated entrepreneur, poured his passion into his small-scale manufacturing venture. Despite his factory's location in the heart of India's technology hub, Rakesh faced a unique challenge: his customers were scattered across the state.

As Rakesh meticulously crafted his high-quality products, he encountered the all-too-familiar hurdles of marketing, logistics, and distribution. The distance between his factory and his diverse customer base caused logistical nightmares, exacerbated by the complexity and cost of trade. Forced to rely on distributors or middlemen, Rakesh found himself grappling with the additional challenge of being unable to send goods directly to the last store. The low minimum order quantities (MOQs) required by individual stores, coupled with their need for credit transactions and the lack of trust and capital, made it exceedingly difficult for small industries like Rakesh's to navigate the market effectively.

Frustrated by the reliance on traditional middlemen and the disconnect between his factory and its consumers, Rakesh sought a solution. He knew there had to be a better way to connect his superior products with the customers who needed them most, without the inefficiencies and cost burdens imposed by intermediaries.

Drawing upon his experiences at INSEAD and fueled by a relentless entrepreneurial spirit, Rakesh embarked on a journey of innovation. Collaborating with fellow INSEAD, IITM , Max Planck Institute alum Dr. Sai Pavan , they set out to revolutionize the landscape of rural trade connectivity.

Their vision was clear: to empower manufacturers to directly reach their remote customers , bypassing the barriers of traditional distribution channels. With a focus on transparency, efficiency, and empowerment, they established a platform that bridged the gap between producers and consumers across continents.

Thus, their brainchild, born out of the intersection of entrepreneurial zeal and global perspective, came to life as a beacon of change in the world of commerce. Today, their company stands as a testament to the transformative power of vision, collaboration, and relentless pursuit of a better way forward.