MDG 1: End Extreme Poverty and Hunger

Case Study:  "Jita" Rural Sales Programme in Bangladesh

Women can be economically empowered to lift their families out of poverty, even in the poorest contexts, especially when we move beyond aid and stimulate local economies. Bangladesh’s “Jita” Rural Sales Programme generates income and employment opportunities for the rural poor. This is done through a rural sales-force of destitute women called “Aparajitas” or “women who never accept defeat”.

Off to work: Joytara, one of the women whose life has been changed for the better through JITA.

Kathryn Richards/CARE

The Business Innovation Facility helped the project transition to a social enterprise. There are now 2000 Aparajitas selling products of major companies including BATA, Unilever, Grameen Phone, Advanced Chemical Industries Ltd and Grameen-Danone Foods Limited. The project has also helped private companies to enter rural markets and local producers to distribute their products.