EMPOWERMENT

DANONE ECOSYSTEM FUND
KITEIRAS
To improve the living conditions for women in low-income communities in the city of Salvador, the “Kiteiras” project promotes an inclusive
business model by providing jobs as door-to-door vendors to some of these women.
This project is co-created by Danone Ecosystem Fund, Danone Brazil and its local partners Aliança Empreendedora and World vision Brazil.
Brazil
SOCIAL CONTEXT
Brazilian Northeast is a region
with strong inequity between
its inhabitants. Majority have
to accept underpaid and
informal jobs.
33%
Women aged over
50 support their
entire families
23% 23%
Unemployment
The most affected
are single mothers
62%
Women have
‘informal’ jobs
rate
BUSINESS CONTEXT
NORTH EAST BRAZIL
Danone Brazil wishes to
develop its activity in the
Northeast part of Brazil.
Marketing difficulty in reaching
households. Need to develop new
model for micro-distribution.
Danone Brazil is committed to raise
awareness about balanced nutrition in
low income neighbourhoods of Brazil.
PROJECT ANSWER
Create a direct to consumer
micro distribution door to door
network devoted to women
from the poorest communities
of Salvador.
LOCAL
DISTRIBUTOR
Supervision
Commission
VACANCY
Access to jobs for
unemployed women
Opportunity of becoming
Danone Sales ambassadors
Consumers loyalty
Sales increase
MADRINHAS
Training & Skills for life
• Sales, management,
entrepreneurship
• Personal awareness,
development
• Self Confidence
KITEIRAS
Creation of an
entrepreneurship ecosystem
through “The Madrinhas”
Sellers network management
Key opinion leaders
CLIENTS
Consolidation via peer to
peer support network
Network of Kiteiras and
Madrinhas.
IMPACTS
631
Women working
as Kiteiras.
WHAT HAS CHANGED FOR THE WOMEN
100
Micro-distributors with
social program coverage
& minimum wages.
300
180%
Women empowered–
Training on skills for life.
Incremental income
increase.
Economic Empowerment
via Access to job Opportunities
and formalization as individual
micro entrepreneurs.
Opportunities for Growth
and Leadership
Women with leadership capabilities
become “godmothers”. They manage
a network of door to door vendors,
and are in-charge of recruiting
managing and training them.
Caring for their families
A way of working that enables
them to take care of their
families and make an
additional US$98 per month.
CLAUDIA RODRIGUES DA SILVA
“When I got the first pay from Danone, I ran straight to a hardware
store and I asked for cement and block. I was so thrilled because I
could buy the material to build my house. I hope all women who
have the same problems can have their cry freedom and reach
their independence.”