 which is the hardest thing about middle India historically, which is about 400-500 million people, people who make between 3 lakhs and 20 lakhs a year in family income. I'm not saying per capita GDP, I'm saying family income. And those people form a very large segment in India, but they're not poor by Indian standards. So I'm not talking about the very bottom of the pyramid, less than 2 lakhs a year, that's about 500 million people in India, but I'm also not talking about the top 60-70 million people in India, which is about the top 10 million families that are above that 20 lakhs a year in family income category. But this group of people in middle India are folks where 98% of them, for example, shop at the Kiranastur. They don't go to your Reliance Fresh, for example. 90% of them don't have health insurance. About 80% of probably don't have more than one debit card, may not have a credit card. So there is a very large mass of people who have affordability, but even historical brick and mortar companies have not been able to reach them because of three things. That is, there is the cost of customer acquisition of acquiring a customer. There is the cost of the transaction, which is doing business with them. Then there is the risk of the transaction, which is if I give them credit for example, and I start doing business with them, are they even going to be able to repay me back?