The evangelists of rural healthcare in India- new age startups and innovative business models that can juggle every obstacle that the system has grappled with for a long! These startups have pivoted their business models to ensure cost-effectiveness and accessibility to intervention by specialists and experts. Rural healthcare is at the crossroads of enormous growth in the hands of these businesses who are committed to the revival, rejuvenation and resurrection of the system. They have taken a pledge to strengthen the system to ensure 'Health for All' is no more a dream but a reality for every unheard voice in the remotest and heard-to-reach areas of India. In a bid to achieve health equity across our nation and achieve universal health coverage, these startups are here to shape the future of the healthcare sector.
By Sonali Patranabish
Serpentine queues outside healthcare centres, unlicensed doctors, poorly staffed primary healthcare centres (PHCs) and community health centres (CHCs), are the grim scenarios of healthcare in the 21st century in India. The rural healthcare statistics are mind-boggling. 68 per cent of rural HCPs are underqualified was revealed in a study named 'Two Indias: The Structure of Primary Healthcare Markets in Rural Indian Villages with Implications for Policy,' published in the journal ScienceDirect.
The study revealed that only 3.2 per cent of practitioners were present per village. The state of public health in India is also quite deplorable with only a limited number of operational PHCs - 8 per cent. A few of them are barely equipped with doctors, 39 per cent of PHCs do not even have laboratory technicians, while 18 per cent lack a pharmacist. But we have evangelists of rural healthcare in India, new-age startups who are here to shift the narrative and turn the tables around in favour of this highly neglected sector.
It’s springtime for the rural healthcare space that’s blossoming and soaring into a new era marked by improved accessibility and affordability despite the challenges and constraints that the system has been in for years. Unicorns and startups have proven to be like angels for the rural segment of our country heralding hope for humanity. The rural healthcare infrastructure that was once synonymous with being resource-starved and deficient in infrastructure has today risen to salvage the hopes of millions awaiting quality healthcare services in every nook and corner of our country.
These businesses are emerging to be champions with a cause, surging in numbers while breaking barriers and revolutionising the healthcare space. As per a KPMG report, 75 per cent of India's healthcare professionals and infrastructure are concentrated heavily in the urban region. In recent times such startups have emerged to address such healthcare challenges in rural areas. They have pivoted their business models on the basis of innovative ideas, becoming pioneers in offering a suite of services from diagnostics to consultations all under one roof.
Smriti Tandon, Co-Founder, Online Chikitsa states that the statistics around healthcare professionals in rural healthcare demand urgency, she says there is close to a shortage of 60 per cent of HCPs in rural settlements in comparison to their urban counterparts.

It is heartening to see how a bunch of startups are working towards a common goal of bridging the glaring divide between the urban and rural healthcare sectors. This tribe of blue-sky thinkers have challenged the status quo and are providing services to remote areas -limited by accessibility due to geographical barriers. The goal has been towards equality and equity in the rural healthcare space ensuring that these underprivileged sections of the society receive the best in the industry ie specialists and access to life-saving drugs while keeping the incidence of communicable and non-communicable diseases as low as possible.
Innovative business models
While sticking to the basic goals of the 3A’s i.e. accessibility, affordability and awareness, these newbies have juxtaposed their business models to suit the evolving needs of rural setups.
They realise that they will have to move over the brick-and-mortar model of regular healthcare setups and move over to designing an integrative system to cater to the diverse and ever-evolving needs of the non-urban population. These models encompass everything from telemedicine, hospital on wheels and healthcare information management systems.
“Startups are using new-age healthcare technology, such as telemedicine and mobile health apps, to break down geographical barriers and improve healthcare services,” opines Mahipal Singh, Founder and CEO, Revaa.

Adding to it, Tandon mentions, "Unlocking this transformative potential of rural healthcare demands a nuanced strategy that integrates with the existing ecosystems while offering affordability, scalability, and accessibility. A way to achieve this integration can be by local collaborations, public-private partnerships and leveraging established trust and infrastructure to navigate rural markets and grasp consumer behaviour intricacies. To make rural healthcare more accessible, telemedicine, coupled with local partnerships with medical store owners, can be used to deliver cost-effective and culturally relevant healthcare services.”
Sudheer VS, CEO, Maxivision Super Speciality Eye Hospitals states that “With advanced diagnostics technology available today in the country, and Internet penetration to the large rural landscape of India, many of the healthcare interventions especially diagnosis of preventive to critical care are possible through an efficient telemedicine infrastructure. These primary healthcare clinics can penetrate deep rural pockets with trained technicians to intervene in patient diagnostics and online consultation with the nearest hub hospital. Connected technology can help largely to handle primary health care to a large extent so that Hub centres can focus on tertiary care."
Priyadarshi Mohapatra, Founder and CEO, CureBay, states, “The Network of Healthcare Providers, comprising skilled professionals, forms the backbone of these services. These experts bring specialised knowledge and experience to rural areas, ensuring timely diagnosis, appropriate treatments, and patient guidance.”

Pitted against constraints and surmounting challenges, these startups are revolutionising the healthcare sector with their innovative business models. The impressive blueprint of these operational models works on reshaping the industry dynamics using radical ideas, innovative solutions, mergers and acquisitions as well as public partnerships. These efforts have had an impact and substantial payoffs in terms of strengthening the system by creating scalable solutions for rural primary healthcare.
A crippled public healthcare system, poor budgetary allocation of public funds and lack of trained workforce and HCPs, despite these daunting challenges these rural healthcare startups have responded proactively by creating value in this overlooked sector.
Committed to the cause: On- ground success stories
It is indeed heartening to see that home grown startups who are committed to the cause and becoming a platform for helping India inch towards achieving its goal of universal health coverage.
Curebay has made quality medical services at affordable rates, a dream come true for millions of underserved areas and pockets in our nation. The Bhubaneshwar-based rural healthcare uses a hybrid model that integrates Micro-satellite Centers or e-Clinics, Digital Franchisees known as Swasthya Mitras and a network of healthcare providers. These are strategically located in remote regions and offer advanced medical facilities for basic check-ups, first aid, health education, diagnostic sample collection, and referrals. The productive business model runs on cost-effectiveness as their tagline, priced at Rs 99 for their initial consultation fee.
Digiqure is fully committed to changing the narrative of India's grim Public health status. The end-to-end services include digital consultations, digital prescriptions, lab tests and even medicine delivery.
As part of a study titled State of Rural Healthcare in India 2023, brought to light the gaping holes in the system. It was found that 60 per cent of residents from rural areas had to migrate out of their state to seek facilities. Of which, 22 per cent sought treatment in private healthcare facilities. To minimise this lag in the infrastructure and services of rural and urban healthcare, startups are working towards tipping the scales in favour of the billions who are trapped in a ceaseless loop of agony and hopelessness.
Apollo's telemedicine is supported by an excellent network with tools provided by ISRO for video conferencing. The company provides video consultations to patients across varying distances of 200 km to as much as 2800 km. Apollo telemedicine continues to focus on tier II cities and rural areas, especially areas affected by crises or conflicts.
In the wake of a recent crisis in Manipur, Apollo Telehealth has moved into a PPP with the Government of Manipur to resurrect the Borobeka Primary Healthcare Centre (PHC).
With the timely intervention of Apollo telehealth the Borobeka PHC can host video consultations with at least 15 specialists from across the country and is equipped with state-of-the-art medical and IT infrastructure and trained personnel as well.
Online Chikitsa, a rural health tech startup, has leveraged the help of medical stores in a certain area to set up tele-consultations with doctors and needy patients across the country. With the aim to deliver quality healthcare to all irrespective of their location, the dynamic model has led to 62000 virtual consultations across 14 states. Today Online Chikitsa has a presence across India and has to its credit 500 e-clinics across the country with a recent addition of 100 new e-clinics in Maharashtra.
A social tech company incubated out of IIT-Delhi, Gram Vaani, uses technology to create communication channels for the underprivileged and voices that often go unheard especially w.r.t to their basic right, education and awareness. It has leveraged technology once again to improve their outreach towards sections of society that feel alienated due to literacy and digital inequalities. Gram Vaani uses IVR - interactive voice response solutions to improve their outreach to rural markets.
Gram Vaani has also used mobile technology as part of maternity healthcare for a safe motherhood programme. Gram Vaani is currently partnered with various organisations, making the best use of their voice technologies to reach out to marginalised communities empowering them to take the right course of action in case of a medical emergency, understanding their basic rights to quality healthcare as well as proper knowhow on basic sanitation and hygiene.
Many startups are even offering membership programmes for those who belong to the disadvantaged sections of society. Free consultations at Rs 50 a month as well insurance cover due to financial / income loss during surgery or in the event of an illness.
Health tech startup Swasthya Mithra has picked up local talents in Tier-II and III cities to train and become a Swasthya Mitra, who then go on to help and guide residents whenever a medical emergency crops up.
Technology - The Man Friday of Rural Healthcare Startups
Technological innovations have been an impetus behind the revival of the rural healthcare system in India. Companies like Practo connect patients from smaller towns to a well-connected network of 100,000 doctors.
Hyderabad-based ambulance startup RED.Health provides ambulance services to Tier-II and III cities and intends to upgrade the system with advanced technology from recent funding of $20 million by Jungle Ventures.
A cutting-edge technology by Qure.ai - qXR is a promising screening tool for early detection of tuberculosis especially in primary rural healthcare centers. The tool has been used to detect tuberculosis in the interior parts of Bihar in Purnia.
“The future of rural healthcare, driven by innovation and technology integration, holds great promise. However, advanced technologies like AI and portable diagnostic devices are still too costly for widespread adoption in rural areas. These technologies require technical expertise that is scarce in such settings. Bridging this gap necessitates not only technological advancements but also substantial investments in training and infrastructure development,” opines Abdul Aleem, CEO and Co-founder, BuiltX Sustainable Design and Construction.

A blend of factors has led to the increased adoption of technology in rural healthcare systems especially, 5G, better Internet penetration and rolling out of ABDM( Ayushman Bharath Digital Mission), PPP as well as AI. Mohapatra adds, “Startups are leveraging AI/ML algorithms and IoT-enabled devices to enhance operational efficiency and healthcare delivery. These technologies enable precise patient data management, early warnings, and improved patient care.”
The ABDM had indeed helped rural healthcare in India to grow. It intends to bring into unison all the healthcare stakeholders on a single platform through digital channels and pathways. Drones have also played a pivotal role in transforming the rural healthcare space. It has proven to have enormous potential in the last-mile delivery of vaccines, immunologicals and medication in hard-to-reach remote, rural and tribal areas.
Bengaluru-based Redwing Labs Aerospace has recently developed a drone called Crane which has been deployed to airdrop medicines to tribal and rural communities in Arunachal Pradesh.
In a similar endeavour, TechEagle has been instrumental in transporting TB medications from Rishikesh to remote corners like the CHC in Chambal and PHC in Hindolakhal. TechEagle has also partnered with AIIMS Jodhpur to deliver medical supplies and other essentials to inaccessible regions.
SMART Health India developed by The George Institute relies on using mobile technology and wireless networks which have almost 80 per cent penetration in rural areas to solve the long-standing challenges w.r.t rural healthcare in India. Systematic Medical Appraisal Referral and Treatment (SMART) involves the usage of mobile technologies to provide low-cost, affordable and quality medical care for chronic diseases.
SMART currently operates out of 50,000 villages where they empower ASHA workers through various programmes to equip them with knowhow on new technologies and the ability to identify individuals at risk of chronic illnesses like diabetes and heart disease.
Compounded by Constraints and Challenges - Rural healthcare
Rural healthcare has since long been known to grapple with an array of complexities. The system comes across as being fragmented with multiple challenges to tackle. The rural healthcare scenario is in dire need of a complete overhaul with a unique blend of experience and expertise that can revitalise and reinfuse the system with renewed vigour. From a shortage of licensed doctors in PHCs to PHCs that do not comply with the standards laid down as per IPHS ( Indian Public Health Standards), these are just a few of the many challenges.
The rural healthcare sector is a hotbed of opportunities. According to a PWC Report, approximately 1.75 million beds will be required if one needs to maintain a ratio of two beds per 1000 people and 7 lakh doctors if one needs to have at least one doctor per 1000 population by 2025.
Aleem, "The promise of rural healthcare startups is immense, but we must be realistic about the challenges. It's not just about deploying technology; it's about creating resilient systems that can thrive in the unique contexts of rural India. Addressing the economic realities of rural populations is crucial, and social impact must be at the heart of our approach."
While the ride against the tide may seem arduous these bunch of startups have pledged their resources and time towards rejuvenating this system that has been the underdog of healthcare for a while. It's a tightrope walk for these organisations who on one hand have to do complete justice to the 3 A’s their primary goal and mission while on the other hand have to deal with organisational level challenges like skilled manpower, improved outreach, dealing with social issues and myths, creating awareness amongst rural residents and bringing about a shift in their mindset. This is indeed quite a handful, but with the rural economy contributing to a fair share (46 per cent) of the Indian economy, it underscores the importance of augmenting this sector to ensure inclusivity and quality healthcare.