Our Story
JITA was born out of CARE’s Rural Sales Program in Bangladesh, which was an attempt to develop market-based interventions to empower marginalized women in rural areas. As the program evolved into an independent social enterprise, JITA’s focus expanded with the knowledge that existing market systems had several gaps that discouraged opportunities for economic involvement. As a result, JITA started working with last-mile distribution channels to ensure that buyers and sellers at the base-of-the-pyramid were able to gain access to better quality essential products.
To this date, JITA has engaged with around 3000 rural women entrepreneurs (referred to as Aparajita, Bengali for “women who do not accept defeat) through business skills training to operate as door-to-door sales agents. In addition to training, JITA ensured that these women had a steadily supply of goods through its alternative distribution system. Aside from working with the Aparajita, JITA also connects with rural retailers operating in the informal markets by working with micro-investors who are in-charge of mini depots for products. These individuals form the backbone for the success of JITA’s operating model, giving us the encouragement to keep on developing the market ecosystem and promote equity.