This case is about the idea of rural markets gaining access to the same high quality products available in the urban markets. The idea of Kalpavruksha began when Retail Interface Pvt Ltd, a consulting venture started by Jayanti and her partner Arjun started facing challenges from low priced competitors. While Jayanti was working on a project with a micro finance institute, she observed that majority of the loans were being given to women to fund stock purchases for petty shops which they were managing for their husbands. The women were doing the sourcing independently which involved significant amount of time and money in purchasing the goods and transportation. She also noticed that negotiating and business skills of the women were low which resulted in a negligible bargaining power. Women were unable to differentiate between the quality of the goods being sold in the petty shops and also it was on a credit basis. Thinking that there was a significant level of improvement needed, she conducted some fundamental research and then started off Kalpavruksha which eventually became a retail chain