More than 800 women have been enrolled as Rural Sales Agents across 23 districts of Punjab and Sindh, breaking the shackles of poverty. You! takes a look...
Poverty and illiteracy are two main reasons why our country is still behind in many fields. Though urban areas have their own myriads of problems, the situation is worse in rural areas where people are living in extreme poverty. They are even devoid of basic necessities of life like clean water and electricity. Despite tall claims by the local authorities, one sees a little improvement in the life of downtrodden people in rural areas. However, all is not bleak, there are organisations and corporations that are committed to give back to community. Ambitious programmes have been initiated by the government as well as the corporate sector for the betterment of ‘poorest of the poor’ in rural areas, especially for women.
Started in 2008, Benazir Income Support Program (BISP) is the biggest social security net programme established by the Government of Pakistan and has roughly 5.3 million recipients. The BISP programme is a targeted unconditional cash transfer programme, concentrating on the underprivileged, vulnerable and underestimated women of Pakistan. This selection criterion of these women is solely based on economic depravity.
As part of their commitment to attaining the UN’s Sustainable Development Goals - SDGs 1 & 5 (No Poverty and Gender Equality), Nestle Pakistan partnered with BISP in 2017 to officially launch their ‘Rural Livelihood Program’. The Programme focuses on graduating women benefiting from BISP out-of-poverty. This transformative collaboration has enabled BISP beneficiaries to earn a livelihood for themselves and their families as Rural Sales Agents. These beneficiaries have undergone a rigorous sales training and are involved in selling company’s products to the rural population at a low cost. To date, more than 800 beneficiaries have been enrolled as Rural Sales Agents across 23 districts of Punjab and Sindh. It is expected that this number will increase to 5,000 in the next three to four years.
While explaining their mechanism of reaching out to rural women, Shahid Imran, Rural Sales Executive at Pindi Bhattian, informs, “As you all know in rural areas females usually are reluctant to go out of their homes and work. It was a herculean task for us to convince these women as well as their families. Fortunately, we have female team/ rural captains. We move with them in the fields. Female to female interaction is better as women in villages feel comfortable talking to them. Initially, we faced a lot of difficulty. For instance, we talked to 25 women but only one woman responded. Then after some time when she started earning, it encouraged other women to follow suit. Then we went into different villages and started convincing them.
“Right now we are operating in 23 districts out of 36 districts in Pakistan. In Pindi Bhattian and its affiliated villages, we have more than 100 women sales agents. Altogether in 446 villages our BIS beneficiaries are working as sales agents. They are mostly in Punjab, only 30 villages are in Sindh.”
“When a woman starts earning this is the time to actually bring prosperity in the family. First their children were not going to schools but now they are going to schools. They are now working with dignity in their respective villages. While there is no criterion for selection, we, however, look for women who can do basic math and can write and who are willing to work. The energy which these women have brought to this project is amazing,” shares Fatima Akhtar, Manager, Public Affairs at Nestle.
“In our village the concept of working woman was alien. My husband was the sole breadwinner and it was difficult for us to make both ends meet with five growing children. There were days when we ate one meal only. I felt miserable when I saw my children wasting their precious time on streets instead of going to school,” says 35-year-old Shagufta, a residence of a small village near Pindi Bhattian. “Then around two and a half years back, I was approached by Nestle people who persuaded my husband to let me work. They helped me in getting a shop where I started selling goods. I had to face a lot of criticism from all quarters but I was determined to work. In a month’s time, I was able to earn Rs 500 daily. My husband, who was initially against it, calmed down when he saw additional income coming in. Now, all my children go to school and we also eat good food. I am proud of the fact that I am the first Rural Sale Agent from my village and it has encouraged other (neighbourhood) women to work in a bid to come out of poverty,” smiles Shagufta.
36-year-old Shanaz, from Mustafabad, is another example of courage and determination who managed to start working against all odds. “I faced a lot of opposition from my husband and family when I revealed my idea of working as a shopkeeper around two years back. But I did not give up as I wanted to give my children a better living. Today, my children go to school and have decent meals and on top of that my husband is also happy with me,” expresses Shanaz.
“And the best part is that we don’t need to go to city markets to buy the products. We just have to place an order over the phone and the products are delivered at our doorstep by the company’s representative on a weekly basis which saves us from a lot of hassle,” adds Shanaz.
“It has been proven time and time again, that when women have the power to make, spend, save, and control their own money, they make gains not only for themselves but also for their families and communities,” observes, Freda Duplan, former CEO, Nestle, Pakistan.
In April 2019, Nestle Pakistan and Akhuwat, a non-profit company established in 2001, have partnered to empower Rural Women Sales Agents enrolled under the Benazir Income Support Program (BISP). It extends a helping hand to the poverty-stricken women by providing interest-free loans so they can start a business and become self-reliant. A Memorandum of Understanding was signed under which Akhuwat would extend interest-free loans to Nestle-affiliated BISP beneficiaries in expanding their businesses, in districts of Renala, Okara, Sheikhupura and Pindi Bhattian.
Up till now, a total of 104 loans have been dispersed through Akhuwat to deserving women. Samina Bibi from Thatta Kitchi Laraila, (a village near Pindi Bhattian) is one of them.
“Life was tough for us. My husband earned only Rs 500 daily which was not sufficient for us to run the household,” says Samina, mother of six children. “I was very worried and thinking about ways of enhancing my family income. Then I got to know about Akhuwaat. I received Rs 20,000 loan from there to purchase products in order to start my business. I converted one of my house rooms into a shop. Now, I am running my own shop. My daily sale is around Rs 1500 (from which I get Rs 500 profit daily). I still get stipend from BIS. But since I have started earning, our circumstances have changed. Only two women are running their shops in this area. I don’t care what people say as my husband is with me. I open my shop around 6am and closes by 8pm,” narrates Samina.
Life also changed for 50-year-old Zahida Parveen after she got loan from Akuwaat. “I was in dire need of money. Raising eight children in today’s inflation is not easy. A single man cannot run the house. Thankfully, I was able to get loan around Rs 20,000 from Akhuwaat. From that amount, I purchased commodities. I supply products to different shops. Basically, I am a supplier and I have my husband’s support. From that, I earn profit. It’s been only few months that I have started working but my financial condition has improved a lot since then. My children are happy. Now they are getting good food. I think women should work together with men if they want to raise their income,” voices Zahida who lives in Usman Ghani Town near Pindi.
It’s heartening to note that in a period of only six months this wonderful partnership has allowed many a Rural Sales Agent to avail interest free micro-loan facility which has led them towards the road to prosperity.
Women play a decisive role in food security, health, and nutrition of their families. Lack of awareness regarding health and nutrition contribute to the under-nutrition and malnutrition among many rural women. In addition to a rigorous sales training, there are nutrition awareness sessions, especially tailored for rural women that have helped them make healthier lifestyle choices for themselves and their families. This comprehensive programme, initiated by Nestle, in partnership with BISP, addresses the key issues face by these women including health, hygiene and food safety etc. By 2021, nutrition of at least 10,000 female will be covered by the Rural Healthy Women. Through the use of visual aids and easy-to-understand handbooks, the nutrition experts inform women on importance of good nutrition, ideas on how to cook healthy nutritious meals within a budget and disseminate key nutrition and hygiene messages to the beneficiaries.
37-year-old Razia, a residence of Kot Bela village near Pindi Bhattian, was living in unhealthy surroundings. Her husband’s nominal income was inadequate to meet the needs of her two sons and three daughters. “We were very poor and I had no work. Then one of the lady workers from Nestle came to me. She made me understand how important it was for me to work and to give my children healthy food. I started my own little shop at my house. Now it’s been two years I have been working as a Rural Sales Agent. With more income, my husband and I are now in a position to send our children to school. I, along with other women, also attend nutrition classes where I have learned a lot about hygiene. This has also enabled me to give my children fortified food and I also try to keep my house dirt free. I persuade other women to also keep their surroundings clean so that our children won’t get sick,” elucidates Razia.
According to 40-year-old Rani Bibi from Qila Murad Baksh, girls should not get married at a young age as early marriage takes its toll in the shape of poor health and malnutrition. “I got married when I was 18. In villages we all marry off at an early age. I did not go to school but I can read Quran Sharif. My husband works in the fields. I got to know about this project through one of the lady workers. First my husband opposed the idea of me running a shop and said ‘log kiya kehan gay’, but upon seeing my determination he gave in. Now he is very happy that I bring home money,” tells Rani. “But what I really like about this project is that they are creating awareness among rural women regarding health and basic hygiene. It is very important for us to know how we can bring change in our lives by adopting good habits,” she emphasises.
“Our approach is different. It is different from CSR. It is called creating shared value (CSV). It is a business concept first introduced in 2012. We believe that by doing social good, it makes business sense for us. CSV acknowledges tradeoffs between short-term profitability and social or environmental goals, but focuses more on the opportunities for competitive advantage from building a social value proposition into corporate strategy. And this project is exactly how we look at CSV. It’s benefitting women as well as us. It’s a win-win situation which we like to achieve in our projects. We want to empower our beneficiaries. And in return they will bring some business value to us also,” explains Fatima Akhtar.
As World Bank Pakistan Country Director, IIlango Patchamuthu wisely puts it, “The partnership between BISP and Nestle Pakistan is a great example of how a public private partnership can bring the poorest of the poor into the mainstream. These efforts need to continue if we want to help the bottom 40 per cent and share prosperity with them.”
Erum Noor Muzaffar is the editor of You! magazine. She can be contacted at iram29@hotmail.com
