Bangladesh SMP test markets ORS

The Bangladesh Social Marketing Program (SMP) is completing test marketing of a US-manufactured oral rehydration salt (ORS) called "Orasaline," according to William Schellstede, resident advisor with Population Services International (PSI), the project's technical contractor. While the results have not yet been assessed, Schellstede says about 45,000 sachets have been sold throughout the country's 8 sales districts since the test marketing began several months ago. Each sachet contains 14 g of orasaline and makes 500 cc of prepared solution. The ORS product was made available through a grant from the Ford Foundation to PSI to determine the public health impact of selling Orasaline at full cost. Its 5 taka ($.20 US) consumer price covers raw material, manufacturing, distribution, and promotion costs. "Both the general retailers and rural medical practitioners responded favorably to the product and found its use easily explained," Schellstede says. "About 60% of them bought the product and 48% have already placed orders for more. In 3 or 4 of the sales areas, the SMP's stocks were exhausted." However, he expects the test results to show that a subsidized ORS product would greatly intensify its public health impact by allowing a much lower consumer price. "Cheaper ORS products, often bootlegged from free sources are available in the country," explains Schellstede. The SMP is negotiating with Norway's governmental aid agency, NORAD, for donated ORS packets, he adds. ORS sales represent the SMP's 2nd expansion of its product line in the past year. In cooperation with the Bangladesh government, the SMP previously introduced a "safe delivery kit" to help midwives reduce infant and maternal mortality, tetanus, and other birth-related diseases.