Empowering Rural India: A Digital Symphony Recognized by Facebook (Meta) in a Powerful Documentary!

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Authors: Anupam Gupta and Rinku Vatnani

Meet Arti Gupta Agrawal , the visionary Co-Founder of Anaxee Digital Runners Private Limited ! With a passion for on-demand verification and biometrics, Arti leads a team of 40,000 Digital Runners across India, transforming the lives of people in Tier 2, 3, and 4 towns & villages. Arti holds a PGDIM degree in Supply Chain Management from the Indian Institute of Management Mumbai (now IIM-Mumbai). With over a decade of experience, she has been instrumental in driving projects like Project Swaraksha , which focuses on rural COVID vaccination in India. Arti's expertise in biometrics and identity management has contributed significantly to the success of various organizations and projects.

Arti an entrepreneur by matrimony...

Can you take us back in time and share your background, how your entrepreneurship journey started, and the inception of Anaxee Digital Runners?

Certainly! My journey as an entrepreneur began somewhat serendipitously. I had a regular career path, engineering from Shri G S Institute of Technology & Science , Indore and post-graduation from NITIE (Now IIM-Mumbai). However, fate led me to meet Govind Agrawal , who became my co-founder and husband.

“So usually people say that they are entrepreneur by chance, I'm an entrepreneur by matrimony”

In 2007-2008, we worked on vein recognition technology, but due to fundraising constraints, we shifted focus to Aadhaar when it launched in 2010. This led us to explore the biometric domain and work on fingerprint devices. In 2015, with the launch and success of Reliance Jio, we identified the need for on-demand e-KYC solutions, which eventually evolved into Anaxee Digital Runners. Our vision broadened to connect businesses with rural consumers, creating employment opportunities for rural youth. The journey reached new heights during the COVID pandemic when we facilitated vaccinations for millions of citizens in rural areas, reaffirming the positive impact of our mission.

A digital symphony at the roots of the business...

Why did you choose the name "Anaxee," and what does it signify? Additionally, Could you elaborate the significance of "Bharat" in your mission?

The name "Anaxee" was born in 2007, derived from the Greek word "anax," meaning "master," and adding a unique touch with the double 'E'.

As for the concept of "Bharat," it represents the heart of India, its non-metro regions, and the rural population. We both come from Indore, and our roots lie outside the metros. Our vision is to break down geographical barriers, ensuring that people in smaller towns and villages have access to goods and services just like their urban counterparts.

We call it "Bharat Symphony," where the harmony of "bhav," "ras," and "taal" (representing businesses, consumers, and digital runners) creates a symphony that leads to a win-win-win situation for all stakeholders. We strive to bridge the gap and empower rural India by connecting businesses with consumers and bringing essential services to their doorsteps.

Projects connecting businesses with consumers in underserved regions and empowers rural India...

Can you provide more insights into the various projects undertaken by Anaxee as an outreach partner?

Anaxee serves as an outreach partner for businesses seeking to reach consumers in tier two and tier three towns. We assist them with market research, outreach, and promotional activities. For instance, we collaborated with Escorts, a tractor manufacturer, to generate leads from 20,000 villages where their presence was not strong. We also worked with an agri-tech startup called DeHaat, helping them onboard farmers onto their platform by conducting research on crops and seeds in specific regions. Another project involved onboarding 30,000 retailers across 20 cities for Welspun ahead of the launch of their economy range. These are just a few examples of how Anaxee connects businesses with consumers in underserved regions and empowers rural India.

Digital runner, personification of India's rural youth talent...

Could you explain the concept of a digital runner and share a success story of one?

Digital runners are gig workers, rural youth who work on tasks and get paid accordingly. The term "digital runners" originated from our initial focus on on-demand KYC services, where local runners utilized digital tools to connect with consumers. These individuals are smart and tech-savvy, choosing to stay in their villages rather than migrating to cities for work. We provide them with opportunities to earn a decent livelihood while living in their hometowns.

An inspiring success story is that of a digital runner who earned up to 40,000 INR per month. These individuals feel empowered, connected, and fulfilled by being able to support their families without leaving their villages. The impact of their work is better heard directly from them, and they exemplify the positive transformation Anaxee brings to rural communities.

Tech driven network of 40,000 digital runners...

How has technology evolved, and what role does it play in bridging the gap between digital runners, clients, and customers?

Technology is a key enabler in our journey, ensuring consistent services across regions and empowering our 40,000 digital runners. It facilitates rigorous quality checks, helps address biases, and efficiently tracks project progress for clients. With technology, we maintain a lean organizational structure, avoiding complexities.

The most important levers of a business, the people and processes...

How has your education at NITIE, influenced your work at Anaxee?

NITIE has been a significant factor in shaping my professional journey. It enhanced my inherent operations skills and provided them with a structured framework. Working at an organization like P&G further reinforced the importance of processes and standard operating procedures (SOPs). In my current role at Anaxee, I firmly believe in the power of people and processes. NITIE's education and my experiences have enabled me to effectively manage operations and implement streamlined processes at Anaxee.

Behind a successful female, there is a very supportive mother-in-law...

As a woman entrepreneur in this field, did you face any additional challenges?

I consider myself fortunate as my journey as a woman entrepreneur has been supported and embraced by investors, customers, and employees. I haven't felt any gender-based bias in my interactions. However, being a woman does come with certain responsibilities, such as managing family and social commitments.

I can always say behind a successful female, there is a very supportive mother-in-law

Luckily, I have a supportive family, especially my mother-in-law, who plays a crucial role in helping me balance personal and professional responsibilities. Learnings from Ms. Indra Nooyi on trust and asking for help have also been essential in making my journey smoother. I feel grateful for the supportive environment around me, which has made my entrepreneurial journey unique and fulfilling.

Entrepreneurship is a lifestyle...

What advice do you have for those who are contemplating becoming entrepreneurs or are unsure about starting their own venture?

?“So I think entrepreneurship is a lifestyle. In the journey of ups and downs you actually start believing that there is a divine power.”

Entrepreneurship is a lifestyle, and it requires resilience. There will be times when you feel low, and having a strong support system or being resilient yourself is crucial. In my case, Govind, my husband and co-founder, has been a great source of support. Financial struggles may arise, like during the first wave of COVID, and that's when your support system truly matters. So my advice would be to believe in yourself, stay determined, and surround yourself with supportive people who can help you navigate the challenges that come your way.

Hiring for a learning attitude works the best...

How do you manage and handle a diverse workforce spread across different states and communities? Does your management philosophy and approach to people translate into a specific hiring and onboarding strategy?

Managing a diverse workforce requires empathy and understanding where each individual is coming from. Early engagement with employees helps mold and integrate them into the system effectively. Constructive feedback and empowerment play a key role in managing their expectations and aligning them with the organization's goals. When it comes to hiring, I focus on two essential qualities: the ability to learn and a positive attitude. If a person has a willingness to learn and grow, I believe I can teach them anything. The hiring process also involves identifying candidates who fit into the organization's culture and values.

Clear division of labor helped in decision making...

Have there been any challenges or disadvantages with both you and your husband working together to start the venture? How do you handle disagreements or differences of opinion?

Working together as a couple has been successful for us because we have a clear division of labor. We respect each other's strengths and areas of expertise, which helps us make decisions efficiently. Disagreements are natural, but we have learned to communicate openly and resolve them. We have agreed on specific domains where each person has the final say, which prevents unnecessary conflicts. Ultimately, as the CEO, I respect his decisions in matters beyond our individual domains.

The realE? moment...

Can you share a "realE?" moment that Anaxee experienced during its journey?

One aha moment for Anaxee was when Facebook made a documentary about our work, specifically about Project Swaraksha . The documentary was made by National Film Award-winning producer, Priyanka More. ?

The inspiration came when we saw a Facebook ad campaign featuring a guy going to houses and encouraging senior citizens to get vaccinated, which aligned perfectly with what Project Swaraksha was doing. We reached out to Facebook to share our work, and they came on board to help us scale the project and provide PR support. During this work we also got $1M funds from Julia Schmidt , founder Crypto Relief Fund.

Documentary Link: Project Swaraksha

To know more about Anaxee, click here