Pakistan has a high burden of poor nutrition among Pregnant and Lactating Women (PLW) that is resulting in high levels of stunting and other sub-optimal birth outcomes. The Gates Foundation team has analysed and developed a strategy to establish, build and grow a market for maternal nutrition through the commercialisation of a nutritious, fortified food supplement for PLWs: a first step in making such products accessible, affordable, and acceptable.
The rural market test seeks to test potential uptake and consumption frequency of Wellma (the nutrition supplement), as well as its impact on the nutritional status of PLWs. This would ultimately be with a view to determine the cost-effectiveness of such an approach vs. a fully subsidised strategy.
The rural market test will run for three years in three districts – Bahawalpur, in Punjab through our implementing partner NRSP, and Kambar Shahdadkot, in Sindh through SRSO.
These districts were selected based on their demographic make-up; RSPN’s existing community level presence in form of community networks; synergies with other programmes; and ensuring significant distance between rural and urban market test sites, to limit potential leakage and cannibalisation given the difference in MRP.
The rural market test will cater to a total population of around 450,000 people (150,000 people per district, roughly 10% of the total district rural population), of which around 15,000 would be PLWs (at any given time) in non-LHW covered clusters. 100 Community Resource Persons (CRP) in each district have been engaged in the project. CRPs are tasked with carrying out the registration of MWRAs and PLWs; conducting group meetings to raise awareness regarding health and nutrition products along with debunking myths and misconceptions attached with nutritional products for PLWs. They are also responsible for conducting household visits to sell multiple items from hygiene and homecare category in the basket of goods.
