Chennai-based Inthree Access Services was founded in 2013 by R Ramanathan, Karthik Natarajan and Narayanan on the firm belief that rural India is more than willing to buy branded white goods. The company has pioneered the concept of assisted commerce in the rural space. “Rural India is not a dark hole, as urban Indians think. There is a huge white space in the rural markets. People don’t understand that the rural customers are aspirational and they have disposable income to buy consumer products,” says Ramanathan, who is also the CEO of the company.

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