There is a great and urgent need to bring those sidelined by society into the mainstream. Billions of dollars and substantial effort have been spent on product development and capacity building to empower those at the BoP. Yet integration remains in sectoral silos. This in turn has adversely affected livelihood efforts and has even led to programs being discontinued leaving beneficiaries even more disheartened than when they started. We need a market driven scalable model for linkages based on deep consumer insights.