Women who never admit defeat.
Being a widow or having a sick husband that can no longer provide revenue for the family are situations (among many others) that trigger great vulnerability among women of rural communities in Bangladesh. In a traditional society that favours men, these women find themselves forced to support their families: a solution to this challenge is brought by JITA. Each precarious woman is welcomed with the conviction that she’s a warrior, which is the meaning of the word “jita”. She then engages in a rich learning process to reach autonomy and a valorised position in her community. JITA enables her to become a retailer:
she brings to remote villages a set of affordable products improving daily life such as hygiene products, seeds, solar lamps and many others.