Anyone who’s studied emerging markets talks about the opportunities the bottom of the pyramid offers, especially in India. Reams have been written on how 70% of the population lives in rural areas and 75.6% live on less than $2 a day. The lack of access to basic social needs, weak infrastructure, resource scarcity and poverty are all well-documented. Which means there’s not only a social challenge but also an economic opportunity and it takes out-of-the-box thinking to create innovative, scalable models for this market. Some companies make the task look too easy. Narayana Hrudayalaya, Vaatsalya and Vision Spring are three healthcare providers whose business models are centred on healthcare inclusion of the rural poor, in cost-effective, innovative ways. The building blocks of the overall business strategy of any organisation include value offering, operational strategy to enable value creation,wholesale banner stands, customer interface strategy to enable customer relationships and delivery network and financial strategy. How do these three stack up on these parameters?