Digital Public Infrastructure and Rural India: Where Founders Should Build
India's digital public infrastructure has changed what is possible in rural areas. Identity, payments and documents are now digital rails that any founder can build on.
The building blocks
- Aadhaar for digital identity and e-KYC
- UPI for instant, low-cost payments
- DigiLocker for digital documents
- Account Aggregator for consent-based financial data sharing
- ONDC for open digital commerce
- ABHA for digital health records
Opportunities in rural India
- Agri services: input ordering, market linkage and advisory
- Credit and insurance using digital data
- Healthcare: teleconsultation and records
- Local commerce for artisans and small shops
- Government and civic services at the last mile
Design for rural users
Build for low-cost phones, local languages, voice and patchy connectivity. Pair technology with local people who can help users — trust still travels person to person.
Build responsibly
Use data with consent, protect privacy and keep pricing affordable. The goal is to include more people, not to exploit them.
The Chairman's takeaway
The digital rails are ready. The next wave of value will come from founders who design patiently for rural India.
Frequently asked questions
What is digital public infrastructure?
Shared digital systems — like Aadhaar, UPI and DigiLocker — that anyone can build services on.
Is ONDC only for big companies?
No. ONDC is designed to let small sellers and service providers reach buyers digitally.
What is the biggest challenge in rural products?
Trust and usability; local support and simple design matter most.
This article is general information and a leadership perspective. It is not legal, financial, tax or investment advice. Please consult a qualified professional for your situation. Facts and figures are taken from the public sources listed above and may change.
Ashok Godara
Founder, Chairman & Managing Director, ATTPL HOLDCO / ATTPL GROUP, Jaipur, Rajasthan, India.
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