Mass profit ; New business models take root - and some flourish - as more and more companies seek to tap into the demand among the unwealthy millions.

Ajay Adiseshann faced a moment of truth while visiting his nativevillage Ganapathi Agraharam in Thanjavur district of Tamil Naduduring the recent festive season. The Founder and Managing Directorof PayMate, a domestic money transfer service that caters to thepeople at the base of the economic pyramid, knew that the bankbranch nearest his village was 40 kilometres away. However, therewas a Tata Indicom PCO in the hamlet and PayMate had a tie-up withthe telecom provider for its money transfer service. The residentsof Ganapathi Agraharam are yet to benefit from PayMate because it isnot operational there yet, but the service provides the dabbawalasof Mumbai and the taxi …