In this episode, Jyotsna Krishnan (Managing Partner, Elevar Equity), joins our host Digjay, to talk about her path leading up to Elevar Equity, Elevar’s unique investing DNA, taking concentrated bets while investing at very early stages of a company, why ‘aspiration’ is the key emotion that founder’s should tap on when building for the underserved markets, building conviction as a ‘founding investor’, Elevar’s North-star metric as a VC fund, how being a VC has influenced Jyotsna’s personality over the years & more. Founded in 2006, Elevar Equity is a VC firm that invests in transformative and scalable ventures focused on underserved customers & low-income communities. Elevar has invested in 40+ companies across India and Latin America, which includes impact driving companies like Ujjivan, Samunnati, LEAD School, The Better India, InCred, Justo, Indifi amongst others. Prior to Elevar, Jyotsna was at HSBC and worked directly with the bank’s India leadership. An SP Jain alum, Jyotsna has over 16+ years of work experience spanning across banking, retail financial services and building businesses as an early-stage investor. You can connect with her here on Linkedin. ---- Show notes – (01:43) Jyotsna’s background & path leading up to Elevar Equity (06:01) Elevar’s DNA - Understanding the pulse of the underserved customer segment in emerging economies (08:50) Unique VC & PE crossover investment style - concentrated bets while investing at very early stages of a company (11:20) Why ‘aspiration’ is the key emotion that founder’s should think about when building for this segment (17:59) Available white spaces for founders to build trusted brands catering to the underserved markets (25:49) Building conviction as a ‘founding investor’ (31:11) North-star metric for a VC fund like Elevar (32:50) How being a VC has influenced Jyotsna’s personality over the years? (36:45) Rapid fire and closing remarks ---- If you liked our episode, you can subscribe to our podcast on any podcast platforms of your choice (like Spotify & Apple iTunes). We would appreciate if you could leave us a review on Apple iTunes. This helps others discover the podcast organically. You can visit thevcpreneur.com and follow us on Twitter @thevcpreneur_ & Instagram @thevcpreneur for more episodes and interesting insights on the startup ecosystem. You can also follow our host Digjay here on Linkedin & Twitter