87% of rural retail outlets are run by men. Given the cultural sensitivities in rural India, women do not feel comfortable buying female healthcare and lifestyle products from men running retail shops.
Without a voice or role in
rural retail, available healthcare and lifestyle products often do not match a rural women’s affordability and design requirements, thereby, extending the problem.
Azadi's solution is creating an alternate rural retail channel that is women led, has products that women want, and has a brand that speaks to a rural woman's aspiration.
Azadi believes in the power of community; by training female social influencers as entrepreneurs, trusted relationships are leveraged into a community distribution network.
Azadi’s products aren’t merely demanded by women; they’re designed by them. By undertaking a due diligence process to understand the affordability, design, and quality parameters specified by the end-consumers, Azadi products are optimized to the rural demographic’s wants.
The two A’s in Azadi stand for Access and Aspiration. Azadi will build a brand that speaks about access, mobility and a better quality of life for women in rural India.