Niki: Sachin Jaiswal on Building the Digital Local Agent for Bharat
While urban India is comfortable with complex apps and English interfaces, millions of users in "Bharat"—India's rural and semi-urban heartland—still find digital transactions daunting. Sachin Jaiswal, Co-founder and CEO of Niki, is on a mission to change that. By building a "digital local agent" that speaks the user's language and handles transactions through a simple conversational interface, Niki is unlocking the power of e-commerce for a segment that has been largely ignored by the tech elite.
Sachin's journey is one of immense persistence. An IIT Kharagpur graduate, he spent years refining the vision for Niki. The platform has attracted heavyweight investors like Ratan Tata and Ronnie Screwvala, who believe in Niki's potential to bridge the digital divide. "We aren't just building an app; we are building a trust-based ecosystem," Sachin explains. "In rural India, people don't buy from 'brands'; they buy from 'agents' they know. Niki is that digital agent."
The Language of Trust
For most of Bharat, the barrier to digital adoption isn't hardware; it's interface and language. Niki uses voice and local languages to guide users through utility payments, travel bookings, and grocery shopping. "If a user can talk to Niki in their mother tongue and get a task done without navigating ten menus, they will keep coming back," Sachin says. This focus on "Bharat-first" design is what sets Niki apart from global giants.
Unlocking Rural Commerce
Niki's model revolves around "Conversational Commerce." Instead of the traditional "search and browse" model, Niki uses an AI-powered interface that interacts with the user like a human agent would. This mimics the experience of going to a local corner shop and asking the shopkeeper for help. "We want to replicate the offline world's ease and trust in the online world," Sachin reflects.
The results speak for themselves. Niki has seen massive adoption in Tier 2, 3, and 4 towns, where users are making their first-ever digital transactions through the platform. By handling the complexity of the transaction behind the scenes, Niki makes the user feel empowered rather than overwhelmed.
The Grind of Building for Bharat
Building for rural India is a marathon, not a sprint. Sachin emphasizes the need for extreme patience and a deep understanding of the user's context. "You can't just copy-paste a Silicon Valley model and expect it to work in a village in Bihar," he notes. "You have to be on the ground, listen to the users, and iterate your product until it feels natural to them."
This "ground-up" approach extends to Niki's culture. With a team of over 500, Sachin has fostered a vision-driven environment where every employee is aligned with the goal of financial inclusion. "Our team isn't here just for a job; they are here to see the impact of their code on a farmer's life," he says proudly.
Sachin's Playbook for Building in India
- Solve for Trust: In Bharat, trust is more important than discounts. Build interfaces that feel familiar and safe.
- Voice and Vernacular: English is a barrier. Voice-first and local language support are non-negotiable for rural India.
- Replicate the Offline Agent: Don't try to change user behavior; adapt your technology to mimic the existing offline habits.
- Be Persistent: The "Bharat" market is huge but takes time to crack. Only the most patient founders will survive.
The Future of Digital Agents
Looking ahead, Sachin envisions Niki becoming the default gateway for all things digital for the next 500 million Indian users. As internet penetration grows and data becomes even cheaper, the need for a "local agent" to navigate the complex digital landscape will only increase. Niki is positioning itself as the trusted companion for Bharat's digital journey.
Niki's Impact
- Team Strength: 500+ professionals dedicated to the Bharat-first mission.
- Investor Backing: Supported by industry legends like Ratan Tata and Ronnie Screwvala.
- Target Segment: Empowering the "Next 500 Million" users in rural India.
About the Guest
Sachin Jaiswal is the Co-founder and CEO of Niki. An IIT Kharagpur alumnus, Sachin is a visionary leader who has dedicated his career to building technology for the underserved. Before launching Niki, he spent significant time understanding consumer behavior in non-metro India. He is a strong advocate for using AI to drive social impact and is a regular contributor to discussions on the future of "Digital Bharat."
Niki is a leading conversational commerce platform designed for the Indian heartland. It serves as a digital local agent, helping users perform a wide variety of tasks—from paying bills to booking tickets—through a simple, voice-guided interface in their own language. Niki is at the forefront of the movement to make the internet accessible and useful for every Indian, regardless of their location or literacy level.