Traduire cette page


Launched in 2004 by CARE Bangladesh, Jita (formerly known as Rural Sales Program) is a rural distribution network with an all-woman sales force. In 2011, danone.communitites joined the project to help transform it into a social business and support its growth.

The project's history

1. Background: Rural populations in Bangladesh   Bangladesh is one of the poorest countries in the world: 80% of its population lives on two dollars a day and has no access to basic goods. Although an informal sales and distribution network exists in rural areas, the country’s poorest inhabitants have no access to it—as either consumers or producers. This situation not only limits their access to specific products, but deprives them of information and access to opportunities to improve their living conditions ...

Discover this project

Impact measures

Business impact for Jita

Business impact will be evaluated using the following criteria:   ·         For the network of saleswomen and the hub o   Consolidation of the network, with over 12,000 women gaining access to job opportunities and better living conditions o   Geographic expansion of the distribution network, through creation of 1,200 direct jobs in hubs (three per hub) ...

Read more

The Logbook

JITA Bangladesh: the study of Linda Scott and Catherine Dolan in the Guardian

anonymous user

on the Tuesday, 9 October, 2012 - 14:40

Last month, the two researchers Linda Scott and Catherine Dolan have published an article in the Guardian, about empowering women and its social impact in local areas and communities.


Based on the examples of JITA Bangladesh and AVON Products in South Africa, the two researchers from Saïd Business School, Oxford, present the empowered woman as a major lever for local society. Indeed, CARE and Avon “bring experience and sophistication in gender matters into local situations that are largely hostile to women. Both emphasise solidarity with other females. The networks thus built are, in themselves, consequential institutions”.


Read the full article here. And discover the business case of JITA Bangladesh by Linda Scott and Catherine Dolan right here.


An interview with Saif Rashid, CEO JITA Bangladesh

anonymous user

on the Tuesday, 17 July, 2012 - 09:50

Saif Rashid is CEO at JITA Bangladesh, the 7th project of danone.communities. He kindly answered my questions about the project.
What I can already share is that the key words of the interview are quite encouraging: amazing, highest, unique, empowering, dream, big task.  
Enter JITA with Saif Rashid, you may never come back !



LS : Saif, you’re managing the project JITA in Bangladesh, supported by CARE and danone.communities. Can you tell us a few words about it?

SR : I see JITA as a striking example of an existing NGO development project transformed into a separate social business. It has been amazing for me to have the highest level of involvement and intimacy with this unique rural distribution model for last 7 years. When I started my journey with CARE’s Rural Sales Program in 2005 I knew this small project had the ability to be great through its unique model and our unbreakable spirit. It took extreme effort and dedication to establish the model and to build partnerships with different private sector companies. Finally for the first time in CARE's history a social business, our JITA, has been created through a joint venture between CARE International and Danone Communities in December, 2011 to operate and expand the rural sales program independently.

Project ID



BangladeshNew frontiers
In early 2012 the Jita network had a total of 86 hubs, or small distribution companies. Located in 18 districts of Bangladesh, the hubs supply products to some 2,500 saleswomen.
Jita is a social business created in 2011 through a partnership between CARE Bangladesh and danone.communities.
Danone Communities     17 boulevard Haussmann 75009 Paris, France RCS Contact UsFollow UsLegal MentionsSpeak about us !SitemapF.A.Q.