JITA Bangladesh and PROOFS have signed an agreement on 29th April, 2015 at PROOFS Dhaka Office.The partnership has been formed between the two parties vouching to provide Social Marketing Services that will create awareness on the nutritious and hygiene products in the PROOFS working area, covering four districts in Northwest Bangladesh and three districts in Southern Bangladesh. This partnership marks great prospects for JITA as well in terms of growth and expansion of the business to include, serve and sell nutrition and hygiene products and catering to an improved livelihood of 80,000 Bangladeshi rural households.JITA will establish the new HUBs/marketing channels as well as create the awareness on the nutritious and hygiene products in the PROOFS working area. JITA’s unique supply chain model, the rural sales ladies, the Aparajitas, will be given extensive training in this regard. The Aparajitas will be deployed consequentially with nutritious food and hygiene products added in their basket in a sustainable manner through sales and marketing, catering to the 80,000 PROOFS target households.
JITA and PROOFS will complement each other regarding improving the nutrition status of the rural households through a market-based approach. PROOFS brings nutrition knowledge and knowledge on how nutrition messages should be given to the target group to improve their nutrition status. JITA brings knowledge on how to train and deploy sales ladies as local entrepreneurs (as a livelihood) for the marketing of consumer products at household level. The entire collaboration is expected to bring about significant escalation in dietary diversity and household food security, among others.