Beyond Borders: Building BOP Markets & Empowering the Marginalized by Leveraging Corporate Supply Chains

Competition Finalist

This entry has been selected as a finalist in the
Innovations for Health: Solutions that Cross Borders competition.


This innovation also has a Project Page where you can read more about its latest progress.
Go to Project: NAYA JEEVAN: Transforming Lives Through Health.

NAYA JEEVAN is the emerging world's first health plan for the marginalized and committed to sustainable socioeconomic empowerment at the bottom-of-the-pyramid.

About You

Organization: NAYA JEEVAN Visit websitemore ↓↑ hide↑ hide

About You

First Name


Last Name


About Your Organization

Organization Name


Organization Website

Organization Country

United States, CT

Country where this project is creating social impact

Pakistan, S

Is your organization a

Non‐profit/NGO/citizen sector organization

How long has your organization been operating?

1‐5 years

Has the organization received awards or honors? Please tell us about them

Ashoka Changemakers Making More Health Competition - Early Entry Prize Winner; October 2011

• 2008 NYU Stern Business plan Competition; Winners – Social Entrepreneurship Track ($75,000 1st prize)
• 2009-11 Draper Richards Fellowship ($300,000)
• 2009 TED India Fellowship
• 2009 Clinton Global Initiative Invited Membership
• 2010 Asia 21 Young Leader
• 2010 Robert Wood Johnson TEDMED fellowship
• 2010 Clinton Global Initiative Invited Membership
• 2010 Opportunity Collaboration Cordes Fellowship
• 2010 Aspen Network of Development Entrepreneurs (ANDE)
• 2011 Ashoka Fellowship (USA)
• 2011 Ariane de Rothschild Fellowship
• 2011 World Economic Forum/Schwab Foundation Social Entrepreneur of the Year - Asia

References - Please provide two references with a two-sentence biography, email address, and phone number for each

Mr. Zulfi Jafri- CEO, American Technology International; Entrepreneur/Investor; Former Finance Director GE,, 203-517-5193

Mr. Saad Amanullah Khan- CEO Gillette Pakistan; Vice-President American Business Council;; +92-

The information you provide here will be used to fill in any parts of your profile that have been left blank, such as interests, organization information, and website. No contact information will be made public. Please uncheck here if you do not want this to happen..


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Select the stage that best applies to your solution

Scaling (the next step will be growing impact on a regional or even global scale)

How long have you been in operation?

Operating for 1‐5 years

Which of the following best describes the barrier(s) your innovation addresses? Choose up to two

Access, Quality.

The Need: What problem are you trying to solve?

In Pakistan and India, at least 800 million earn less than $3 a day. Like other developing nations, South Asian governments spend just 1.7%-3% of GDP on a woefully under-resourced, overwhelmed public health sector. Consequently, 97% of all health care expenditures occur out-of-pocket and ‘catastrophic’ medical expenses (e.g. for heart attacks, pregnancy complications, etc) are a major precipitant of generational poverty.
The three priority issues that low-income, marginalized populations have to contend with are: (i) Access, (ii) Affordability and (iii) Quality.

The Solution: What is your solution? Be specific!

An entire ecosystem of multiple hybrid value chains (HVCs) can be structured around multinational corporations that can potentially serve the needs of approximately 660 million lives globally (including 50 million uninsured lives in the US). Both contractors, small businesses and SME employees that are integrated in the supply chains of MNCs can be protected under a national scale health insurance plan catalyzed by the corporate sector that rewards suppliers, distributors, retailers, customers, etc. with affordable access to quality healthcare, co-financed by the corporation as part of a loyalty/incentive program.
A good illustration of the above is our ongoing project with Proctor & Gamble (P&G) where P&G’s distributors are in the process of identifying the top 40,000, high-performing small-retailers across Pakistan. These small retailers and their employees/dependents will all be enrolled in the NAYA JEEVAN health plan as part of a tiered loyalty/incentive program.

The Model: Walk us through a specific example of how your solution makes a difference; include your primary activities

NAYA JEEVAN’s accessible, affordable, quality healthcare plan for underserved communitie has been cascaded by Kansai Paints (a Japanese industrial/residential paint company) to over 200 small business painters who lie at the end of Kansai’s supply chain. Kansai has financed the annual health insurance program costs ($30/life/year) of these painters and their dependents in a tiered loyalty/incentive program in which the corporation has fully subsidized the health insurance plan of their loyal customers. This model can be replicated globally with a varying degree of Corporate co-financing/subsidy which is contingent on: (i) the strategic value of these supply chain partnerships (ii) the cost of the health plan in that specific market and (iii) the impact on their bottom line – i.e increased revenue/sales per dollar invested in this loyalty program

NAYA JEEVAN’s health insurance plan includes:
• Annual medical check-up, which promote the early detection of disease
• A 24-hour telemedicine helpline managed by doctors available to all beneficiaries to handle any concerns or emergencies that may arise.
• A Health Rescue Fund, which assists beneficiaries for uninsurable conditions or when their hospital management/health care exceeds the maximum annual insurance coverage.
• Preventive Health workshops that detail the causes, symptoms, treatments and prevention against most common maladies to allow individuals to be better able to protect themselves and their families. Our workshops include: Healthy Heart – Keep your Heart Happy & Nutrition – How to Eat Right

The Marketplace: Who are your peers and competitors? Identify others also working to address the needs you are and what differentiates you from them. What challenges could these players pose to your success or growth?

NAYA JEEVAN collaborates with MNCs to cascade our health plan to their 3rd party contract staff, through their corporate supply chains (e.g. retail pharmacies) or to the domestic, household staff of corporate employees.

NAYA JEEVAN's potential competitors include large health insurance companies, but we have strived to pre-empt this competition by positioning ourselves as their customer.

Emerging academic partnerships with research universities allow for the rigorous assessment of both the financial, social and environmental impact of this cross-border initiative. This enables us to prototype novel ideas/approaches in a real-world community setting while developing an evidence-based approach to transforming lives through health.

Social Impact

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Founding Story: We want to hear about your "Aha!" moment. Share the story of where and when the founder(s) saw this solution's potential to change the world.

The founder and CEO of NAYA JEEVAN is Dr. Asher Hasan, an ASHOKA fellow who strongly believes in the universal right to healthcare.

Raised in the UK where everyone has access to healthcare, Asher was troubled to see the disparity in access to quality health care in Pakistan and India on his frequent trips to the subcontinent as a child. The poor living conditions of the base-of-pyramid (BOP) population coupled with complete lack of sanitation and poor hygiene awareness led to rampant infectious disease and maternal/infant mortality. Given his training as a medical doctor in the US, Asher was exposed to the best and worst aspects of the US healthcare system and felt there must be a better way to finance and deliver quality health care. He resolved to try a new approach to healthcare accessibility and financing for low-income families which would bring about a unique convergence of CSR, social entrepreneurship and institutionalized citizen philanthropy.

Please describe the goal of your initiative; outline what you are trying to achieve

By scaling this “health plan for the marginalized”, our organization aspires to help developing countries such as Pakistan make progress towards the UN MDGs by significantly decreasing the rate of preventable maternal and neonatal deaths and infant mortalities/morbidities.

Other business objectives include:
• Poverty alleviation – by reducing the financial impact of catastrophic medical expenses
• Reduction in Maternal/Child Mortality - through timely intervention and 24/7 access to ambulances, medical doctors, ERs, trauma centers, etc.
• Improvement in Primary Health Outcomes - through preventive health education and behavioral change workshops

• Mitigation of Child Labor/Sexual/Physical Abuse - healthy breadwinners will enable
children to

What has been the impact of your solution to date?

NAYA JEEVAN has successfully enrolled nearly 14,000 low-income members from over 100 corporations and SME organizations. Our member profile consists of five sectors: the corporate, academic, NGO, and SME sectors plus the informal domestic household staff sector. Amongst our newest enrollees are approximately 7500 NGO school children, faculty, and staff.
We have already enabled over twenty critical, life-saving interventions and over 1500 urgent medical consultations by mobile phone.

Other indicators of success would be improved health and socioeconomic outcomes in our beneficiary population. These outcomes are being monitored closely over time and will likely take 2-5 years to demonstrate a substantial effect. In the interim, surrogate markers such as decreased incidence of infectious disease and e.g. time from medical helpline call to revascularization in unstable angina patients should be indicative of positive health outcomes.

What is your projected impact over the next five years?

Over the next five years, NAYA JEEVAN plans to replicate its “HMO for the Marginalized” health plan model in neighboring countries including India, and the UAE. There is also a possibility that we may grow by franchising our model or entering into joint ventures in other developing markets such as South Africa, Indonesia, Philippines, etc.
(i) NAYA JEEVAN plans to replicate its health care model in India followed by the UAE. There are large pools of low-income laborers in the UAE who have family members/dependents back in India and Pakistan. These workers can be a a very attractive target market to sponsor the health care of their loved ones.

What barriers might hinder the success of your project? How do you plan to overcome them?

Barriers to the success of NAYA JEEVAN include a cultural/national mindset of ‘guilty until proven innocent’
Another major barrier is the legacy of a post-colonial, hierarchical, social structure that discriminates against low-income workers – especially informal, household employees such as drivers and maids, etc. Thanks to globalization and the internet, nowadays workers are much more aware of their labor rights and no longer submit to the abuse that was perpetrated on them in the past. Beyond this, NAYA JEEVAN continuously challenges this informal system of ‘socioeconomic apartheid’ between rich and poor as part of its corporate value system.

Winning entries present a strong plan for how they will achieve and track growth. Identify your six-month milestone for growing your impact

Enroll 25,000 lives over next 6 months across 125 organizations

Identify three major tasks you will have to complete to reach your six-month milestone

Task 1

1. Increase awareness about NAYA JEEVAN around Karachi, from multi-national companies to other NGOs and urban slums

Task 2

2. Run fundraising campaigns to enroll marginalized children of NGO schools into our health plan

Task 3

3. Launch the P&G supply chain initiative with an initial target enrolment of 10,000 lives

Now think bigger! Identify your 12-month impact milestone

Enrollment of 100,000 lives across 250 organizations

Identify three major tasks you will have to complete to reach your 12-month milestone

Task 1

• Open regional offices in Lahore and Islamabad

Task 2

• Activate the Pakistani diaspora in US, UK, UAE to enroll their dependents/relatives in our health plan in Pakistan

Task 3

• Increase the amount of doctors on staff to cater to increased number of beneficiaries


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Tell us about your partnerships

NAYA JEEVAN partners with major insurance companies such as Allianz-EFU who underwrite our health plan for the marginalized. In addition, NAYA JEEVAN has collaborated with Unilever, GSK, P&G, Pfizer, Deutsche Bank and others in terms of delivering value-enriched services to our low-income beneficiaries. NAYA JEEVAN is also a member of the World Economic Forum/Schwab Foundation, Clinton Global Initiative, TED, the Aspen Network of Development Entrepreneurs (ANDE), the Ariane de Rothschild Fellowship and Ashoka and seeks to leverage these networks to enhance the social impact it is making.

Are you currently targeting other specific populations, locations, or markets for your innovation? If so, where and why?

Our beneficiaries are predominantly from low income marginalized communities (average income less than $5/day), which inhabit urban slums. These communities typically retain archaic social taboos regarding diet and obesity (which is often viewed as a sign of prosperity and not disease), limited access to health care for women, family planning/contraception, and numerous other health related issues. Previous efforts to provide medical care have ranged from mediocre to none with little government assistance, intervention, or representation.

What type of operating environment and internal organizational factors make your innovation successful?

NAYA JEEVAN leverages corporate distribution channels which results in a win-win partnership for the beneficiaries, MNCs, supply chains and the overall healthcare ecosystem.

The health insurance industry in Pakistan (and many other developing countries) is still in its nascent stages but growing at a robust 35%-40% per annum. This positive 'halo effect' is conducive to NAYA JEEVAN's rapid growth.

NAYA JEEVAN's internal corporate values are encompassed by the acronym 'RISE ABOVE' which embodies R- Respect, I - Innovation, S -solidarity, E - Entrepreneurial, A - Action-oriented, B - Beneficence, O = Open, V - Vocal and E - Ethical

Please elaborate on any needs or offers you have mentioned above and/or suggest categories of support that aren't specified within the list

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132 weeks ago Natalie Zuniga Gogny said: Dear Asher, I could kiss your opening paragraph! It's all true! However, the single group plan, co-financed by the beneficiary, ... about this Competition Entry. - read more >
132 weeks ago Asher Hasan updated this Competition Entry.
133 weeks ago Asher Hasan said: Hi Kristin. Good question. There are 2 ways in which we would apply this model to the US: (i) There are over 50 million uninsured in ... about this Competition Entry. - read more >
133 weeks ago Asher Hasan said: Hello Akhila and thanks for your question. Access to quality healthcare can be a challenge in many parts of the developing world. ... about this Competition Entry. - read more >
133 weeks ago Asher Hasan said: Thanks for your question. The low-income status and designation of the beneficiaries is verified directly by their (formal or informal) ... about this Competition Entry. - read more >
135 weeks ago Dr. Ruchi Dass said: This program in Pakistan is attempting to combat urban poverty, the root of many Pakistanis' problems, by providing affordable health ... about this Competition Entry. - read more >
135 weeks ago Kristin Jerger said: Congratulations to you and your project for being selected as an early-entry prize winner for this competition! It is a great project ... about this Competition Entry. - read more >
135 weeks ago Akila Maheshwari said: Hello Asher, This is a wonderful initiative.Regarding the two barriers mentioned Access and Quality can you be more specific with an ... about this Competition Entry. - read more >
139 weeks ago Laura Spero said: Hi Asher - first, this program certainly addresses a crucial and ubiquitous problem. During my time in rural Nepal I have marveled at ... about this Competition Entry. - read more >
139 weeks ago Rose Reis said: For more about this program, you can check out their profile at CHMI: Plus be ... about this Competition Entry. - read more >