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Villgro Innovation Marketing Private Limited: Building last mile delivery model using entrepreneurs

Vaibhav Bhamoriya (Indian Institute of Management, Ahmedabad)
Abhishek (Indian Institute of Management, Ahmedabad)

Indian Institute of Management Ahmedabad

ISSN: 2633-3260

Publication date: 9 February 2015


Ashutosh Sinha is managing VIMPL as rural distribution business involving Villgro stores and village level entrepreneurs (VLE). After spending two years in evolving the business model which provides sustainable products to improve rural livelihood, he has recently started selling FMCG products through VIMPL network. As he decides to expand the business, he has to make choices about strategic path of horizontal expansion versus vertical expansion. The expansion decision is also linked with choosing the right type of VLEs. The case provides detailed description of VLE operations and examines the challenges in building last mile delivery models using entrepreneurs.



We gratefully acknowledge the support provided by Mr. Ashutosh Sinha and other members of the Villgro team in the form of time, inputs and other resources for completing this case.

Funding support by Research and Publication, IIMA is gratefully acknowledged.


Bhamoriya, V. and Abhishek (2015), "Villgro Innovation Marketing Private Limited: Building last mile delivery model using entrepreneurs", Indian Institute of Management Ahmedabad.



Indian Institute of Management Ahmedabad

Copyright © 2015 by the Indian Institute of Management, Ahmedabad

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