to make life easier for rural households with clean, energy-efficient solutions,
Frontier Markets is the latest project supported by TRANSFORM to feature in our
Markets is a last-mile distribution company whose mission is
to meet the needs of families and communities in rural areas. With TRANSFORM’s
support, it is now aiming to overcome the challenges regarding access to clean
idea is to leverage Unilever's product basketin water
purification, which would help build a scaled market for untapped product
solutions, to impact rural households in the Indian state of Rajasthan.
the last mile with safe water
there is no shortage of water purification technologies in Rajasthan, the
challenge is reaching last-mile rural households regularly, driving awareness
and creating demand for safe drinking water.
achieve this, Frontier Markets tapped into its network of 2,500 women
entrepreneurs (Solar Sahelis). They are trained in sales, marketing, technical
repair, digitisation and data collection, to understand and reach the end
this project, TRANSFORM supported Frontier Markets in this mission to both
impact households’ ability to access safe water, and empower female
entrepreneurs to earn an income by becoming safe water experts. The project
Water testing and mapping
Product market testing
Sales monitoring and collections
As can be expected from implementing pioneering projects, there were several
challenges that emerged due to the complexity of water issues and matching it
with technical learnings. Furthermore, it was critical to consider the links
between water quality and local health-related issues.
Key lessons learned
One of the main concerns was the amount of education
required to ensure that households do not misuse the purification systems by
adding muddy water to it.
Therefore, Frontier Markets concluded that each location
requires investment in thorough water testing, individual household assessment
to ensure the right infrastructure is available, and systems’ monitoring to
respond to service issues quickly.
The company has now built a rigorous system to be able
to identify target areas, map target households, and assess their ability to
take on water systems quickly. It has also been able to decentralise water
testing in the field.
Besides this, TRANSFORM has enabled Frontier Markets to
build other systems in training processes, digital marketing materials,
marketing and customer acquisition process, strong operations for delivery and
service, and a financial service system.
For more information on the projects supported by
TRANSFORM, please visit our Portfolio.