JITA Social Business Bangladesh Ltd., based in Dhaka, is a brand that is dedicated to creating opportunities and empowering women in rural areas. Through their innovative market intervention models, JITA bridges gaps in rural markets and provides alternative income through entrepreneurship. Their platform explores sustainable business models that result in the visible empowerment of disenfranchised men and women, as well as the development of community-level enterprises.

JITA's primary focus is to ensure the accessibility of essential goods for rural consumers. One of the ways JITA achieves this is through their last-mile rural distribution network, which supplies quality essential consumer goods to rural communities. They activate micro-entrepreneurs to run stockist points and engage women door-to-door sales agents called Aparajitas, who act as last-mile sales agents.

By facilitating engagement between market actors and ensuring a reliable supply chain, JITA creates value for manufacturing partners while providing underserved consumers with fair-priced, quality goods. Through JITA, both men and women have access to training and market linkage facilities, enabling them to generate sustainable income as entrepreneurs. This brand's mission is to promote a more equitable and resilient market ecosystem across rural Bangladesh by empowering entrepreneurs from vulnerable backgrounds and improving access to quality goods for rural consumers.

With extensive coverage across 51 districts, 450+ active Hubs, and 300+ active Aparajitas, JITA has successfully empowered over 30,000 rural retailers and reached 17 million bottom-of-the-pyramid consumers, 50% of whom are women. Their dedication to social impact and financial sustainability has made them a driving force for positive change in Bangladesh