Drive sales, distribution and adoption in rural India.
We help brands, startups and institutions generate leads, drive adoption, run surveys and improve distribution in rural India through trained local teams.
About India Action Project
India Action Project (IAP) is a rural execution company that helps brands, banks, insurers, agri-input companies, NGOs, government programmes and platforms reach rural India. We design and run on-ground campaigns, surveys, customer acquisition, product trials and last-mile distribution across 64 districts in Gujarat and Maharashtra.
OUTCOMES WE DELIVER
Turn rural reach into measurable outcomes.
We help organisations generate leads, drive adoption, expand distribution, run surveys and execute rural programmes through trained local field teams, verified reporting and clear KPIs.
Rural sales and product trials
Drive product trials, repeat usage and rural demand for FMCG, agri-input and consumer brands.
Distribution expansion
Open new retailers, improve rural coverage and digitise distributor-to-retailer ordering.
Customer acquisition for BFSI
Generate qualified leads, assisted enrolments and product awareness for banks, insurers and fintechs.
Verified market intelligence
Run geo-tagged surveys, retailer audits, farmer feedback and consumer studies with field proof.
Adoption of apps & platforms
Onboard sellers, farmers, retailers and rural users onto apps and platforms through assisted training.
Programme execution at scale
Execute CSR, NGO & government programmes across districts with documentation, field reporting and local mobilisation.
How we deliver
Two products that work together. A trained feet-on-street community of village-level entrepreneurs, and a B2B platform that digitises the last mile of rural distribution.
Digi Saathi Community
A trained network of 800+ village-level entrepreneurs across 64 districts in Gujarat and Maharashtra. Each Digi Saathi is a local resident, known by name, who executes field tasks from farmer meetings to product sampling to market surveys in their own village and surroundings. They are the feet-on-street trust layer that companies rent when they need to reach rural India.
Learn more
DigiBharat
A B2B platform that digitises ordering, invoicing and credit tracking between distributors and rural retailers. Retailers stay on WhatsApp with no app to download. Starting with agri-input and FMCG supply chains in Gujarat and Maharashtra, designed to scale nationally.
Explore DigiBharatWho we work with
Built for organisations that need rural reach without building rural infrastructure from scratch.
For brands
Retailer audits, product trials, distribution intelligence, rural demand generation.
For banks and insurers
Awareness camps, enrolment support, financial literacy, lead generation.
For NGOs and foundations
Community mobilisation, beneficiary identification, field surveys, programme execution.
For platforms and startups
Rural onboarding, seller activation, field-assisted adoption and local support.
The Process
Deploy across 64 districts within 14–30 days (about 2–4 weeks). No hiring. No training. No in-house team required.
- 1
You brief us
Tell us your objective — e.g., "500 farmer product trials in Rajkot" or "audit 200 FMCG retailers in Nashik." We scope the geography and KPIs with you.
- 2
We deploy
Our 800+ trained local Digi Saathis execute on the ground within 14–30 days. We handle translation, local mobilisation and daily management.
- 3
You get verified results
Track progress through our dashboard with geo-tagged photos, timestamped surveys and verified leads. No black-box reporting — just proof of execution.
Use cases
What rural execution looks like in practice.
Four real ways brands and institutions use the IAP network.
Retailer Audit
A consumer brand wants to know whether its products are actually available in village shops. IAP sends Digi Saathis to audit stock, pricing, competitor presence and retailer feedback.
Farmer Activation
An agri-input company wants to introduce a new product. IAP organises farmer meetings, product demonstrations, feedback collection and follow-up.
Insurance Enrolment
A bank or insurer wants rural customers to understand and enrol in a product. IAP runs awareness camps with trained local facilitators and verified reporting.
Distributor Digitisation
A brand or distributor wants visibility into rural retailer ordering. DigiBharat digitises order capture, invoicing and retailer communication over WhatsApp.
For partner organisations
What we execute for partner organisations.
800+ trained facilitators across 64 districts in Gujarat and Maharashtra. Deployed on demand. Measured by results.
Generate trial and adoption for new products
Village level farmer meetings and live product demonstrations that drive awareness, trial and stickiness for agri-input brands. Each Digi Saathi gathers 30 to 100 farmers, runs the demo and captures structured feedback for your team.
800+ community meetings conducted. 12,000+ farmers engaged.
EnquireGet verified rural market intelligence in weeks, not months
On-ground surveys, retailer audits and consumer studies with geo-tagged, timestamped responses you can trust. Use the data to size markets, validate pricing, benchmark competition and plan your rural go-to-market.
Actionable data with full field validation.
EnquireRun full-funnel rural campaigns end to end
One partner across the entire rural funnel: awareness drives, lead generation, order booking, on-ground execution and last-mile collection. Geo-tagged proof, structured reporting and a single point of accountability from village outreach to money in the bank.
Awareness → Lead Generation → Order Booking → Execution → Collection.
EnquireSource and screen rural workforce on demand
Need feet on street, delivery riders, micro-entrepreneurs or sales reps in rural districts? Digi Saathis identify candidates locally, verify them and connect them to your hiring team within two weeks.
50 to 100 verified candidates per district in 14–30 days (about 2–4 weeks).
EnquireAcquire rural customers for banking and insurance
Lead generation, awareness camps, assisted enrolment and product onboarding for banks, insurers and fintechs. We bridge the literacy and trust gap so your products convert in rural markets.
Delivered for Axis, HDFC, AU SFB, HSBC, Kotak, IDFC First, Amex, Yes Bank, Tata AIG.
EnquireBuild rural datasets for AI, agri and institutional use
Large scale, multilingual data collection from villages: image capture, product cataloguing, metadata entry and structured reporting. Powering AI training sets, agricultural databases and institutional research.
Multilingual across Gujarati, Hindi, Marathi and English.
EnquireNeed rural execution for your next project?
We respond within 24 hours with a scope and cost estimate.
A day in Bharat
Real change, one Saathi at a time.
Our Digi Saathis are local, trusted and trained village-level entrepreneurs. On any given day they conduct farmer meetings, organise Sakhi Mandal and Self Help Group sessions, run youth gatherings, conduct door-to-door surveys and demonstrate products on behalf of partner brands. They are the feet-on-street layer that companies and government programmes rely on to reach rural India.
Read more storiesTrusted by partners powering Bharat
In the news
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On the ground
Digi Saathi Community
Glimpses from training sessions, field meetings and community gatherings across 64 districts.
For aspiring rural professionals
Become a Digi Saathi. Build a career close to home.
Join 800+ trained village-level entrepreneurs already powering rural India.
Apply to enrol