Helping the Tanzanian government implement a total market approach

Image of Nicole Kapesi
Nicole Kapesi moderating the Total Market Approaches in Action: Transforming Tanzania’s approach to health through private sector engagement panel.

SHOPS Plus has been an important player in helping the Tanzanian government implement total market approaches (TMA) to create a robust and sustainable market for health products and services. The project has promoted collaboration among private and public sector actors, advocated for the increased role of private sector in the distribution of commodities, and advocated for private sector actors to participate in the formulation, and implementation, of policies. A key accomplishment of this approach was adjusting the mix of free versus commercial condoms distributed or sold. This was done so free condoms were targeted only to those who were unable to purchase them. The government was able to reduce the quantity of condoms it purchased, enabling them to redirect government funding to other critical health areas. Sales of commercial sector condoms more than doubled between 2017 and 2019, from 2.5 million to 5.5 million. This proves that a large section of the population was willing and able to purchase condoms.

SHOPS Plus’ TMA leader in the field, Nicole Kapesi, presented data on TMA progress at the Tanzania Health Summit, which is the premier health sector conference in the country. This year’s theme was, “Transforming the success of middle income economy into a healthier nation.” This mostly virtual conference was held on 25-26 November 2020.

SHOPS Plus posters at 7th annual Tanzania Health Summit


Nicole moderated a panel entitled “Total Market Approaches in Action: Transforming Tanzania’s approach to health through private sector engagement.”

The panelists were:

  • Magreth Kagashe, Head of Prevention Unit, National AIDS Control Program
  • Jarrie Kabba-Kebbay, Reproductive and Child Health Section Specialist, UNFPA
  • Maureen Ogada-Ndekana, Tanzania Chief of Party, SHOPS Plus, Abt Associates
  • Victor Bakengesa, FP Program Analyst, UNFPA
  • Mazaher Kermali, Chief Executive Officer, Majestic Care Ltd (a new commercial condom market entrant)



Sustaining Health Outcomes through the Private Sector (SHOPS) Plus is a five-year cooperative agreement (AID-OAA-A-15-00067) funded by the United States Agency for International Development (USAID). This website is made possible by the generous support of the American people through USAID. The information provided on this website is not official U.S. government information and does not represent the views or positions of USAID or the U.S. government.

Sign-up for our newsletter to get the latest updates from SHOPS Plus