“At Arla, we believe that good nutrition should be affordable and accessible, as everyone has a right to safe, high-quality foods helping them to stay – or become – strong and healthy.” – Sumaita Khan, Sustainability and CSR Manager, Arla Foods Bangladesh Ltd 

A significant portion of the population either do not have access to nutritious food or does not understand the requirement. We are truly grateful for our remarkably confident Pushti Ambassadors, who broke the barrier to come forward and bridge this gap by undertaking a door-to-door approach to reach out to these people. Initially, it was not too easy to explain to rural people the benefits of nutrition and nutritious foods, as they considered milk as a luxury item. 

Moreover, the low retention rates of this female salesforce due to social stigmas added further challenges to the project. We believe Bangladesh is a country full of potential and there are several opportunities to work on. Organizations these days are opting for the consortium model, which not only broadens the baskets of these courageous women but the cost is also brought down significantly.

We can feel the industry’s shift to bold and innovative models that can encapsulate the true potential of the female force and help close the gender gap. Today’s rural women are gaining respect and recognition from their surrounding communities greatly and are also boosting economic productivity and growth in low-income markets by unleashing their true potential.