When 62-year-old Sukhadev Mokale from rural Maharashtra walked into his local store complaining of numbness, he didn’t expect to see a specialist doctor on the screen – and get real answers. For Sukhadev and 120,000+ more rural Indians, Online Chikitsa Mitra (OCM) has turned local stores into digital lifelines.
IMPACT AT A GLANCE
- 120,000+ Teleconsultations delivered
- 565+ E-Clinics across 15 States
- 55% Returning Patients in 6 months
The Founder’s Journey: From Personal Observation to National Impact
The story begins with siblings Shubhang and Smriti Tandon growing up in Lucknow, witnessing healthcare struggles even in their tier-two city. “If this was our reality, “Smriti reflects, “imagine the crisis in remote villages where the nearest doctor is 50+ kilometres away.”
The breakthrough moment came from an unexpected observation during their community research. “We noticed something everyone else missed,” explains Shubhang. “Before anyone goes to a doctor, they almost always visit the local medical store first. These store owners were trusted health advisors – the first touchpoint for wellness concerns.”
Online Chikitsa Mitra (by Salubrious Tech) was started by Shubhang in 2017, who had worked on point-of-care diagnostics in the US. Instead of replacing the rural healthcare ecosystem, he decided to empower it.
Later in 2022, his sister, Smriti Tandon joined him towards the mission to make quality healthcare accessible across every part of India.
The OCM Solution: Community-Powered Healthcare Revolution
In 2017, Online Chikitsa Mitra set up its first e-Clinic in Uttar Pradesh. The concept was elegantly simple: transform existing medical stores into telemedicine centers where trained staff help patients connect with qualified doctors via video consultation.
But execution wasn’t simple. Early challenges included convincing patients to trust remote consultations, training store staff on digital platforms, and managing unreliable internet connectivity.
“We overcame these hurdles by embedding ourselves in communities,” Shubhang recalls. “We spent months on the ground, simplified technology for first-time digital users, and never lost the human warmth that drives real adoption.”
What Sets OCM Apart:
- Trust-first approach: Leveraging existing community relationships rather than disrupting them
- Assisted telemedicine: Local store staff bridge digital skill gaps, making consultations accessible to everyone
- Complete care cycle: Focus on follow-up and chronic care management, not just one-time consultations
- Affordable pricing: General consultation starts at ₹50
Real Impact: Numbers That Tell Human Stories
- 56% of patients are women, highlighting a strong positive shift in health-seeking behavior among underserved female populations.
- 55% returning patients within 6 months, reflecting growing trust and continuity in care.
- 90%+ prescription adherence rate, supported by OCM’s Patient Relief Team that ensures medication understanding, compliance, and continuous follow-up.
- Telehealth OPDs at mass gatherings:
- Mahakumbh 2025: In partnership with the Uttar Pradesh Health Department, OCM set up digital OPDs serving thousands of pilgrims daily with free teleconsultations.
- Amarnath Yatra 2024: Provided free BP checks and offline consultations at the base camp, supporting hundreds of yatris with immediate medical advice and referrals.
Success Stories:
Sukhadev Mokale (Maharashtra): After 18 months of untreated numbness, connected with a neurologist through his village e-Clinic. Now manages his condition with quarterly consultations, saving ₹12,000 approx annually in travel costs.
Om Parkash Shukla (Uttar Pradesh): Managing diabetes for 12 years, he struggled with distant hospital visits. Through regular follow-ups e-Clinic, his HbA1c improved significantly and sugar has been controlled.
Mayawati (54, Rural UP): Chronic abdominal pain resolved through three OCM consultations and automated follow-up calls, improving her prescription adherence.
The Business Model: Sustainable and Scalable
OCM operates on a B2B2C hybrid model designed for rural economics:
| Stakeholder | Investment | Value Received |
| Store Owner | ₹15k–₹1.2L (setup + annual) | Technology, training, 25% footfall increase |
| Patient | Starting from ₹50+ per consultation | Specialist access, care continuity, affordable treatment |
| OCM Platform | Technology & operations | Sustainable revenue, high customer lifetime value |
“Our unit economics prove that doing good and doing well aren’t mutually exclusive,” notes Shubhang.
LESSONS FOR FOUNDERS
“Trust matters more than technology in emerging markets.”
OCM succeeded by working within existing social networks rather than trying to replace them.
“Listen, adapt, embed yourself in the community.”
The founders spent months in rural areas understanding ground realities before scaling.
“Persistence is changing methods, not the mission.”
OCM pivoted their approach multiple times while keeping their core vision intact.
“Success comes from transforming lives, not just hitting growth metrics.”
Measuring impact through repeat usage and health outcomes drove sustainable growth.
Scaling Impact: The Road Ahead
OCM’s growth trajectory is ambitious yet achievable:
2025-2026 Targets:
- Scale to 1,000+ daily consultations
- Expand to 1,000+ e-clinics across 20+ states
Strategic Partnerships: Building an Ecosystem
OCM has forged systematic alliances:
- Medical colleges for specialist doctor onboarding
- Building community for medical store owners
“We’re not just building a startup – we’re creating a movement,” explains Smriti. “Every partnership multiplies our impact exponentially.”
Technology That Works Where Others Fail
OCM’s platform future readiness for rural realities:
- Supports Hindi and English languages on platform, whereas team speaks Hindi, English, Marathi and Kannada
- Maintain ABHA-linked secure digital records – future plans
- Features automated follow-up systems to improve treatment adherence
- No AI services currently, but plans to introduce them in the near future
- Upcoming IoT diagnostics will enable blood sugar, ECG, and vital sign monitoring directly at village e-Clinics, helping leapfrog infrastructure limitations. These are being developed with a focus on legality, reliability, and safety; with the single aim of ensuring primary healthcare access for every person in underserved areas
The Bigger Vision: Healthcare Equity for All
“Our vision extends beyond India,” shares Shubhang. “If we can solve rural healthcare access problems here, we can replicate this model globally. We’re not just connecting patients to doctors – we’re proving that community-powered innovation can bridge the world’s deepest divides.”
OCM’s growth trajectory is ambitious yet achievable:
2025–2026 Targets:
- Scale to 1,000+ daily consultations
- Expand to 1,000+ e-clinics across 20+ states
- Establish community health hubs that serve as one-point solutions for diagnostics, consultations, and follow-up care
Vision 2030:
- Universal specialist access within 10km of every rural household
- 60% reduction in late-stage diagnoses across served regions
- 50% increase in women’s healthcare participation
- Advanced IoT diagnostic infrastructure
- International market entry
- AI-powered clinical decision support systems
Key Takeaways for Startup Builders
OCM’s journey offers actionable insights for founders tackling complex social challenges:
- Start with community insight, not technology capabilities
- Build trust before building scale
- Design for your users’ reality, not your assumptions
- Create sustainable unit economics from day one
- Measure success through user outcomes, not vanity metrics
“The most sophisticated technology is useless if people don’t trust it,” reflects Smriti. “We learned that innovation isn’t about disruption – it’s about integration.” says Shubhang.
Join the Rural Healthcare Revolution
India’s rural health revolution isn’t happening in hospitals – it’s unfolding at the heart of every remote village, one trusted store at a time. OCM has proven that the right combination of technology, community trust and sustainable business models can transform millions of lives.
For entrepreneurs inspired by impact-driven innovation, OCM’s story demonstrates that the biggest opportunities often lie in the most underserved communities. The key is understanding that true innovation doesn’t replace existing systems – it empowers them.
Online Chikitsa Mitra continues expanding across rural India and international markets, proving that sustainable healthcare solutions can emerge from the most unexpected places – like the corner store that’s always been at the heart of every community.
Video interview is also available at:
