Last Mile Distribution

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JITA’s operation is based on a unique rural distribution model for improving the lives of Bottom of the Pyramid (BoP) households and underprivileged rural women. This is made possible by micro investors who distribute essential products through local women trained as the door to door sales agents, known as Aparajitas. In addition, JITA also distributes products and services through rural retail outlets that service this underserved market.

JITA is also piloting the Bottola (in Bangla meaning a place under the shade of a Banyan tree where community members traditionally gather) concept, driven by the idea of a business center that serves as a one-stop retail, service and solution point for remote rural consumers. It is a women-centric community space where women meet and exchange entrepreneurial experiences and ideas and run their respective businesses. The model serves to distribute retail products to last mile consumers and provide value added services to rural communities.


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