JITA Bangladesh is a social enterprise that aims to create sustainable income for marginalized rural women by establishing key supply-chain linkages and developing informal markets. Utilizing rural women as independent sales agents, JITA helps connect commercial manufacturers to the under-served base of the economic pyramid (BoP) market with essential health, hygiene, and nutrition products.
JITA’s unique approach to solving this supply chain problem is by introducing a hub-and-spoke mechanism, where micro-entrepreneurs are helped to establish ‘JITA Hubs’ and operate micro-distribution business for market areas which are not generally served by mainstream distributors. Through its 494 hubs across 47 districts, JITA is able to provide access to a reliable supply-chain for over 20,000 retailers who operate in rural and informal marketplaces that cater to BoP households.
Another key approach of JITA in creating economic opportunities is developing and deploying door-to-door sales agents referred to as Aparajita (Bengali for “women who do not accept defeat”). These women belong to vulnerable communities and struggle to secure a sustainable income for themselves and their family. Through JITA, these women are able to increase their total income by almost 47% within the first few months of working as an Aparajita.