Ashutosh Sinha is managing VIMPL as rural distribution business involving Villgro stores and village level entrepreneurs (VLE). After spending two years in evolving the business model which provides sustainable products to improve rural livelihood, he has recently started selling FMCG products through VIMPL network. While seeking to expand the business, he has to ensure that the business model is sustainable. The case traces the history of evolution of business model by VIMPL and examines the challenges in implementing last mile delivery models.