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-investor operated ‘hubs’ act as sub-distributors in areas where mainstream distributors generally do not reach. Aside from working with 400 hubs across 43 districts, JITA has access to nearly 20,000 retailers who operate in informal marketplaces that cater to BoP households.
At the center of its distribution system are the Aparajita (Bengali for “women who do not accept defeat”). These women hail from economically marginalized communities and are driven to secure a sustainable income for themselves and their family.