Before startups began striving for unicorn status, some Indian enterprises created something more valuable—trust. This process did not involve quick fixes or instant success; rather, it required decades of work based on attention to family needs and fulfilling promises, strengthening relationships step by step.
Presented to readers is the story of one of the largest companies in the Fast-Moving Consumer Goods (FMCG) sector in India—RSPL Group. This company built its empire on long-term relationships and reliability.
For a long time, companies faced serious difficulties launching products in small towns of Bihar, verifying addresses in rural Odisha, or conducting surveys in remote villages of Chhattisgarh. Despite the rapid development of India's digital economy, reaching people on the ground remained a complex task. Although brands, governments, and NGOs could interact online, they often hit the barrier of physical last-mile access.
This gap inspired Govind Agrawal and Arti Agrawal to create Anaxee Digital Runners. The company, based in Madhya Pradesh, has become one of the largest networks of field workers on the last mile in India. Today, over 40,000 local young people work as Digital Runners, helping businesses and organizations reach communities across the country.
Govind, co-founder and CEO, notes that 'Anaxee was inspired by the huge information asymmetry and lack of trust existing in rural India.' He adds that while digital connectivity improved, brands, governments, and social organizations still struggled with physically reaching people in Tier-2, Tier-3, and rural markets. The goal was to solve this last-mile problem by creating a platform that provides access to any point in India through a reliable local network.
Initially, Anaxee did not start with the Digital Runner model. Its first project was biometric technology. Govind recalls that the early days of Anaxee Technologies were challenging because they were ahead of their time. A vein recognition technology—a biometric identification method scanning the unique pattern of veins under a person's skin—was developed and even received a US patent. However, scaling proved impossible due to the 2008 global financial crisis.
Instead of shutting down, the founders changed direction. They abandoned hardware and focused on building a distributed network of locals who could perform tasks on the ground using smartphones. Around 2016, this idea transformed into the Digital Runner model, which was based on two trends: the growing spread of smartphones and the large number of youth in small towns seeking flexible work near home.
Govind compares the Digital Runner to taxi platforms. He defines it as a 'Local Resident' or 'Son of the Soil'—a tech-savvy person living in a village or town who acts as an on-demand partner. Similar to Uber drivers, Runners use their smartphones to visit locations near their homes and perform tasks such as data collection, merchant outreach, conducting surveys, supporting brand go-to-market strategies, and assisting in large-scale outreach programs.
Tasks are received through the Anaxee Partner App, which has exceeded one million downloads on Google Play. Runners accept tasks within a five-to-ten-kilometer radius of their homes. Work can be diverse: address verification, store registration, household survey, or field data collection. After completing a task, they upload confirmation via the app. Payment is made after verification by the Anaxee quality assurance team.
Finding thousands of reliable people to support the network was another challenge. Govind explains that the breakthrough came from studying the Indian Aadhaar ecosystem. He noted that there were already nearly four hundred trained Aadhaar operators across India. This allowed them to realize that instead of building a field force from scratch, they could leverage an existing network. This knowledge enabled them to start operations in 26 states almost immediately.
Managing tens of thousands of field workers across India requires more than just manpower. Govind explains that Anaxee operates on a cloud platform consisting of mobile applications, web dashboards, and APIs. Digital Runners receive assignments on their smartphones, execute them in the field, and transmit data in real-time. Clients can track progress through dashboards, view photos, monitor locations, and analyze reports.
Every task goes through multiple verification stages. 'Every activity is recorded using GPS coordinates, timestamps, and photo evidence. Data undergoes multiple quality checks before approval. Digital Runners are paid only after successful verification. We also use automated calls and AI-based tools for verification, alongside human quality control processes.'
Before scaling, Anaxee had to prove the viability of its model. Instead of investing heavily in offices, transport, and permanent on-site staff, the company chose a lean approach. It relied on digital infrastructure and local partnerships rather than creating a traditional field workforce.
The initial pilot focused on developing the technological platform, attracting local partners, testing task distribution workflows, and verifying quality assurance processes, according to Govind. By building the system on the existing digital ecosystem rather than physical infrastructure, they were able to expand much faster and at significantly lower costs.
As demand grew, the company continued to invest in its mobile platform, cloud infrastructure, training systems, quality assurance, and payment mechanisms. Standardizing workflows and operating procedures allowed for efficient management of task distribution, verification, payments, and reporting for clients, even as the network expanded across India.
Today, Anaxee has created one of the largest distributed field networks in India, which includes: over 40,000 Digital Runners, operations in 540 districts, coverage of over 11,000 postal codes, and nearly 1.2 lakh villages. The Anaxee Partner App has over a million downloads. The platform supported retail expansion, merchant acquisition, government surveys, agricultural campaigns, medical initiatives, and climate change projects. During the pandemic, it conducted a vaccination awareness campaign called Project Suraksha. Recently, Digital Runners have also begun supporting the monitoring of carbon projects and conservation initiatives under the Anaxee Climate Center.
In 2021, the company received the National Startup Award from the Ministry of Commerce and Industry. However, for Govind, the true achievement lies elsewhere. His vision has always been to eliminate geographical barriers. Whether the company is launching a product, the government is implementing a welfare program, or an organization is trying to reach remote communities, he wants them to know that reliable local execution is possible anywhere in India.
Nipendra Kumar from Ballia district in Uttar Pradesh previously worked as an executive collector and then a bank correspondent. Seeking more flexible work, he joined Anaxee. He shared that after joining Anaxee, he earned about 50,000 rupees in just four months by performing market verification and order checks for brands like TTK Prestige. This experience helped him build confidence and communication skills without having to relocate for work.
For Ankita Kumar from Barabanki, the platform became a way to support his preparation for the UPSC exam. Discovering Anaxee through Facebook, he joined Project Suraksha and went door-to-door spreading information about COVID-19 vaccination. The flexible schedule allowed him to work in the mornings and study the rest of the day, while also helping cover book expenses during exam preparation.
Arjun Yadav, a medical student from the village of Bakhtiyarpur, balanced tasks with college studies and earned about 50,000 rupees over seven to eight months. Later, he introduced ten more people from his community to the platform, creating earning opportunities for others. Govind emphasizes that these stories demonstrate how the platform serves as a bridge, enabling local youth to become 'Sons of the Soil' who contribute to the local economy while achieving personal and professional success.
Govind and Arti aim for Anaxee to do more than just expand its network. Their goal is to change how organizations operate in rural India. Govind states that they intend to become the preferred platform for last-mile execution and intelligence gathering for organizations working across India. He summarizes his vision: 'We want to be the default partner for any brand or organization wishing to reach the last mile of India.'
