Ajaita Shah’s 10,000 Rural Women Driving Clean Energy and Commerce.

When Ajaita Shah first traveled through the villages of Rajasthan, she saw two clear problems. One, rural households struggled with unreliable electricity and poor access to basic products. Two, women were rarely part of the formal economy despite being the backbone of their communities. She decided to change both realities. That vision became Frontier Markets, a social enterprise that now empowers over 10,000 rural women to bring clean energy and modern products to millions of households across India.

Frontier Markets began in 2011 to connect rural India to clean, affordable solutions like solar lamps, energy-efficient fans, and home appliances. Ajaita, who had worked in microfinance earlier, understood that women could become powerful agents of change if given the right tools. She trained them to become entrepreneurs, known as “Sahelis,” who sell and deliver products door to door in their villages. Each Saheli earns income, gains confidence, and helps her community access better technology.

What started as a small effort in a few Rajasthan districts has now become one of India’s most inspiring examples of women-led rural entrepreneurship. The company’s digital platform helps these women collect data, understand consumer needs, and connect with suppliers. Through partnerships with brands and development agencies, Frontier Markets bridges the gap between rural demand and corporate supply, while keeping women at the center of every transaction.

Ajaita’s leadership style is grounded in listening and learning from the field. She spends time with the Sahelis, understanding their challenges, from managing finances to convincing families that women can run businesses. Over the years, her persistence has built an ecosystem that merges clean energy with economic empowerment. Rural women who once had no income now earn through digital commerce and green solutions. The ripple effect of this empowerment is visible in better education for children and more inclusive community development.

The growth of Frontier Markets also reflects a larger shift in Indian entrepreneurship. Startups today are not just confined to cities but are rising from villages where ideas meet real impact. By combining technology, clean energy, and grassroots leadership, Ajaita has shown that sustainable business models can thrive outside metros. Her venture is now expanding across states, building a digital marketplace that could soon serve millions of rural consumers.

Ajaita Shah’s journey captures the heart of India’s new growth story. Through Frontier Markets, she has created a business rooted in purpose, where women drive progress and clean energy fuels change. Her mission is simple yet powerful to make rural India not just a market, but a movement led by women who are lighting up homes, lives, and the future of entrepreneurship itself.