1. Shantiganj Upazila

1.1 Month-wise customers reached by MMS sales

Table 1 : Monthly Customers and New Customer Breakdown
Month-Year	Customers Reached	New Customers	Repeat Customers	Retention Rate (%)
2026-04	53	53	0	0.0
2026-05	146	142	4	2.7
2026-06	100	77	23	23.0
2026-07	52	45	7	13.5
2026-08	7	7	0	0.0
2026-09	10	8	2	20.0

In Table 1 there are 5 columns. For your understanding, the columns are described below-

Month-Year: This column states the month and year of sales.
Customer Reached: This column states the number of customers reached in a month.
New Customers: This column states number of new customers reached who did not buy MMS before. There might be a confusion between column 2 and columns 3. For your understanding, column 2 means in a specific month how many unique customers reached, on the other hand, column 3 means in the same month how many of the unique customers are new (first time buyer)
Repeat Customers: It simply a calculation (column 2-column 3), means they are repeatedly buying MMS
Retention Rate (%): This is the customer retention rate for MMS by month.

From Table 1, 332 unique customers were reached up to September in Shantiganj Upazila. The most noticeable thing is the trend of reaching new customers which is decreasing over month. During developing DIP we targeted 10 new customers per month per NE but in the data the number is significantly lower.

1.2 Trend of MMS sales over time

Following the Table 1, the above plot is constructed to visualize the decreasing trend of MMS sales by the entrepreneurs in Shantiganj.

This trend is not surprising as the other project partners such as THP, CARE have the free distribution scheme of MMS.

1.3 Average customer reached through MMS sales per month by the NEs

Table 2: Monthly Average Unique Sales by NE
Nutrition Entrepreneur	Average Unique Sales per month
Shibly Begum	27.75
Champa Rani Das	19.75
Shewly Banergy	11.67
Meherunnesa (Lucky)	7.00
Lovely Rani Dey	5.40
Kobita Rani Das	4.67
Suhena Begum	4.50
Safia Begum	3.00
Mst. Rubia Begum	2.67
Amena Akter	2.33
Momotaz Begum	2.00
Mst. Afia Begum	1.50
Mst.Rubina Begum	1.00

The Table 2 demonstrates the average MMS sales by the Nutrition Entrepreneurs. This average is much higher till now as our entrepreneurs had higher sales during April-July 2026 while the partners did not start MMS distributions. The evidence behind this be statement can be clarified if observe the monthly new customer aquisition by the NEs (Table 3).

1.4 Monthly new customers reached through MMS sales by NEs

Table 3: Monthly new customers reached through MMS by NE
Nutrition Entrepreneur	Apr-2026	May-2026	Jun-2026	Jul-2026	Aug-2026	Sep-2026
Amena Akter	0	3	1	3	0	0
Champa Rani Das	0	41	14	12	0	4
Kobita Rani Das	5	11	5	3	1	1
Lovely Rani Dey	4	11	6	4	0	1
Meherunnesa (Lucky)	10	0	4	0	0	0
Momotaz Begum	0	0	3	1	0	0
Mst. Afia Begum	0	0	2	1	0	0
Mst. Rubia Begum	2	3	3	0	0	0
Mst.Rubina Begum	0	0	1	0	0	0
Safia Begum	0	3	0	3	3	0
Shewly Banergy	15	18	23	5	3	3
Shibly Begum	17	52	16	5	0	0
Suhena Begum	0	0	1	8	0	0

According to Table 3, only 6 new customers were reached within August-September which is negligible. Before that period, a considerable number of new customers were reached through MMS.

1.5 Recommendation based on the findings in Shantiganj

As the partners are strongly active in this area, the NEs can concentrate on Cooking demonstration, Mother campaign, seeds and other activities and nutritious products to increase the coverage of pregnant women.
The NEs should expand the business area where newly pregnant women can reached.
The low performing NEs can be sensitize to increase their coverage area so that they can reach more customers.

2. Jagannathpur Upazila

Similarly, we can observe the sales of other Upazilas to make the required adjustments in project planning and implementation for the remaining period. In this section, we will continue the similar analysis for Jagannathpur Upazila. For your information, CARE also implementing the MAIN project through free distribution MMS and MNP.

2.1 Month-wise customers reached by MMS sales

Let’s start with the monthly MMS sales by NEs (Number of NEs are 10).

Table 4 : Monthly Customers and New Customer Breakdown
Month-Year	Customers Reached	New Customers	Repeat Customers	Retention Rate (%)
2026-07	20	20	0	0.0
2026-08	111	110	1	0.9
2026-09	112	89	23	20.5
2026-10	28	26	2	7.1

According to Table 4, the sales were demonstrated from July to October 2026. Don’t be confused with timing with the Shantiganj Upazila. In Shantiganj, we started implementation earlier. Here, some sales also reported on October (Most of the sales occured in September but reported in October). Except the first month, the number reach is approximately align with our target of 10 pregnant women per month (Total 10 NEs). Howver the total number of customers reached through MMS is 245.

2.2 Trend of MMS sales over time

The Figure 2 shows the trend the of the MMS sales. As some sales of September reported in October, we can merge the sales October with August. This merged data demonstrates a increasing trend in new customer aquisition in Jagannathpur Upazila.

2.3 Average customer reached through MMS sales per month by the NEs

Table 5: Monthly Average Unique Sales by NE
Nutrition Entrepreneur	Average Unique Sales per month
Mst. Nasima Begum	30.75
Neelima Halder	20.00
Gori rani das	16.00
Mst. Marzia Begum	13.50
Mst. Sheli Begum	4.67
Ruby Rani Das Gupta	4.00
Jahida Begum	2.00
Khaja Shahida Akther Ruma	2.00
Mst. Mahmuda Begum	2.00
Shali Begum	1.50

From Table 5, we can perceive the average customers aquisition by a NE. Here, the average of of first four NEs are greater than our target (10). But the remaining NEs have significantly lower sales (<5) on an average. Let’s observe their monthly new customer aquisition trend to find more insights.

2.4 Monthly new customers reached through MMS by NEs

Table 6: Monthly new customers reached through MMS by NE
Nutrition Entrepreneur	Jul-2026	Aug-2026	Sep-2026	Oct-2026
Gori rani das	0	13	18	0
Jahida Begum	0	0	2	0
Khaja Shahida Akther Ruma	0	0	0	2
Mst. Mahmuda Begum	0	2	0	0
Mst. Marzia Begum	0	17	0	9
Mst. Nasima Begum	14	38	41	13
Mst. Sheli Begum	0	10	2	2
Neelima Halder	5	27	22	0
Ruby Rani Das Gupta	0	3	4	0
Shali Begum	1	2	0	0

According to Table 6, except some NEs (Gori rani das,Mst. Marzia Begum, Mst. Nasima Begum and Neelima Halder), the number of reaching new customers are lower for most of the NEs.

2.5 Recommendation based on the findings in Jagannathpur

Though one partner is operating in this upazila, the number of reaching pregnant women by MMS is higher compare to Shantiganj. Here, we need to confirm that the NEs were not providing MMS who already getting the same service from CARE.
Identify the root causes of lower sales (who have <5 average sales), and ensure the project support to minimize their issues.

3. Chhatak Upazila

In this section, we will continue a similar analysis for Chhatak Upazila. Solely, iDE is implementing the MAIN project in this Upazila.

3.1 Month-wise customers reached through MMS sales

Let’s start with the monthly MMS sales by NEs (Total trained NEs are 9 where 8 were active).

Table 7 : Monthly Customers and New Customer Breakdown
Month-Year	Customers Reached	New Customers	Repeat Customers	Retention Rate (%)
2026-06	4	4	0	0.0
2026-07	54	53	1	1.9
2026-08	228	225	3	1.3
2026-09	116	95	21	18.1
2026-10	20	19	1	5.0

From Table 7, the number of reaching new customers through is quite impressive per month. But it has somewhat decreased in September 2026. The customer retention rate is also lower.

3.2 Trend of MMS sales over time

Figure 3 provide a scope for visualize increasing or decreasing trend of Table 7. In the next two sections, we can observe the NE-wise performance to make a plan at individual level.

3.3 Average customer reached through MMS sales per month by the NEs

Table 8: Monthly Average Unique Sales by NE
Nutrition Entrepreneur	Average Unique Sales per month
Aysha Akter Oruna	35.40
Jusna Begum	28.33
Mst. Sumena Begum	24.00
Asia Begum	13.67
Shima Akter Doli	10.00
Probina Begum	9.50
Sonara Begum	8.67
Mst. Hena Akter	1.00
Purnima Rani Dey	1.00

From Table 8 the average sales is above project for most of the NEs. But suddenly dropped for last two NEs.

3.4 Monthly New Customers by NEs

Table 9: Monthly new customers reached through MMS by NE
Nutrition Entrepreneur	Jun-2026	Jul-2026	Aug-2026	Sep-2026	Oct-2026
Asia Begum	0	22	16	0	0
Aysha Akter Oruna	4	26	86	43	10
Jusna Begum	0	0	42	26	9
Mst. Hena Akter	0	0	1	0	0
Mst. Sumena Begum	0	0	42	4	0
Probina Begum	0	1	17	0	0
Purnima Rani Dey	0	1	0	0	0
Shima Akter Doli	0	1	18	11	0
Sonara Begum	0	4	5	11	0

Table 9 provides a insight about the average sales of the NEs. Here, some NEs such as Jusna Begum, Mst. Sumena Begum, and Asia Begum have higher average sales but they did not report every month consistenly.

3.5 Recommnedations from the findings in Chhatak

We need to ensure monthly reporting from the NEs.
Need to identify the causes of lower sales (below the target 10) and provide support from the project.
For NE (Mst. Hena Akter), we need to explore the root cause of etremely lower performance
Need to motivate the NEs for 100% coverage of pregnant women within their business area.

4. Lakhai Upazila

In this section, we will continue a similar analysis for Lakhai Upazila. Solely, iDE is implementing the MAIN project in this Upazila.

4.1 Month-wise customers reached through MMS sales

Let’s start with the monthly MMS sales by NEs (Total number of trained NEs are 9 where 7 of them are active).

Table 10 : Monthly Customers and New Customer Breakdown
Month-Year	Customers Reached	New Customers	Repeat Customers	Retention Rate (%)
2026-07	11	11	0	0.0
2026-08	66	64	2	3.0
2026-09	133	128	5	3.8
2026-10	17	15	2	11.8

According to Table 10, monthly new customers reached through MMS has a increasing trend. Here, we can ignore the October sales as this month is just started.

4.2 Trend of MMS sales over time

Figure 4 actually assists to visualize the reaching new customer over month. It showing the that there is increasing trend of reaching new customers from July to September 2026. It reached 128 new customers in a month. If we compare the project target, this number is quite good.

4.3 Average customer reached through MMS sales per month by the NEs

To get more insights about NEs performance, we need to consider the NE-wise average sales and monthly performance of reaching new customers.

Table 11: Monthly Average Unique Sales by NE
Nutrition Entrepreneur	Average Unique Sales per month
Ms. Rima begum	17.00
Shilpi akhter	16.33
Mahamud khatun	13.50
Rojina begum	10.67
Laiju Akhter	9.50
Ms. Runa Akhter	7.33
Ms. Shahana Akther	6.00
Shova Rani das	6.00
Moha Rani Deb	1.00

From Table 11, the average sales per month suggest a consistent value over the NEs which can be interpreted as more than 50% of the NEs have reached ~10 or greater customers per month. The performance of other NEs are not much lower from the target.

4.4 Monthly new customers reached through MMS sales by NEs

Table 12: Monthly new customers reached through MMS by NE
Nutrition Entrepreneur	Jul-2026	Aug-2026	Sep-2026	Oct-2026
Laiju Akhter	2	0	17	0
Mahamud khatun	0	0	23	4
Moha Rani Deb	0	1	0	0
Ms. Rima begum	0	16	26	7
Ms. Runa Akhter	1	5	14	0
Ms. Shahana Akther	2	8	8	3
Rojina begum	6	9	17	0
Shilpi akhter	0	27	20	2
Shova Rani das	0	0	6	0

Table 12 deals with new customers reached over month by a NE. In this table, on noticeable thing is some NEs Mahamud khatun, Laiju Akhter and Shova Rani das did not reported consistently over month which increased their average sales in Table 11. Though their average sales are higher we need to encourage them to report every month.

4.5 Recommnedations from the findings in Lakhai

We need to ensure monthly reporting from the NEs.
Need to identify the causes of lower sales (below the target 10) and provide support from the project.
Need to motivate the NEs for 100% coverage of pregnant women within their business area.

5. Conclusion

It seems that the progress has a lower trend of reaching the pregnant women through MMS where we have other project partners (CARE, THP). In this cases, we can concentrate on the project activities such as cooking demo, mother campaign, seeds selling, etc.

The other upazilas where iDE is implementing solely, we need to identify the low performed NEs and provide the need based program support to reach more pregnant women. Though the sales has a increasing trend in these upazilas, we need to be cautious about any upcoming risks which might affect the sales.

MAIN: NE performance on MMS Sales up to September

Reza E Rabbi, Officer-Program Quality

2026-10-10