m.Paani looks at loyalty for lower middle class, poor consumers

Says the segment is untapped and has potential to bring more brands to them

m.Paani, a Mumbai startup is building a loyalty programme for lower middle class and economically poor consumers, who spend on buying goods at local kirana  store, a segment that consumer firms have little access to data on their consumption behaviour 

Akanksha Hazari, its founder, says that brands struggle to get data on this set of consumers, while the loyalty programme gathered over phones helps consumers to buy aspirational products which otherwise they can not afford to buy. The firm has tied up with Vodafone and two other firms to reach out to their audience.

“This means that historically the company has struggled