P. N. Vasudevan immersed himself into the study of microfinance and found that because women don't bring food to the table, they are placed into the background of Indian and Bangladeshi social structure. Vasudevan sees this as both a business challenge and a social challenge. With his company Equitas he wants to empower women through microfinance. With the goal of creating trust, training staff, and setting reasonable prices for customers, Equitas seeks to open the lines of communication and efficiency to customers and those who are navigating the informal economy.