As a market facilitator, PSI Pakistan has employed several strategies such as market development approach assessments and consumer journey mapping to develop unique, innovative and sustainable solutions for populations to cater to their reproductive healthcare needs. These solutions include an increased focus on young populations and methodologies such as human-centered design, “business-in-a-box” and service delivery at the client’s doorstep. PSI Pakistan has also partnered with local non-governmental organizations, such as Greenstar Social Marketing, with expertise in social marketing and community mobilization domains to fully address their clients’ needs.

Our Presence in

PSI Pakistan

Using a market development approach, PSI Pakistan has conducted an extensive use/need analysis on the Pakistani market. After identifying market failures and opportunities for growth, PSI Pakistan determined the most appropriate interventions needed to improve demand and supply in the Pakistani market, while also creating an environment conducive to an equitable, sustainable and healthy market. Following the successful implementation of the 5-year, DFID-funded Delivering Reproductive Health Results program, PSI Pakistan acquired additional funding from DFID to focus on the five-year Delivering Accelerated Family Planning in Pakistan (DAFPAK) program from 2017 to 2022. DAFPAK places a heavy focus on rural areas and aims to reduce maternal deaths, unintended pregnancies and unsafe abortions through increased access to, availability and usage of contraceptive products and services.

PSI Pakistan’s use/need analysis revealed that in the three provinces where PSI Pakistan and its partners operate—Sindh, Punjab and Khyber Pakhtunkhwa—there are 16.9 million married women of reproductive age (ages 15 to 34) who need access to contraceptive methods and services. Of these 16.9 million women, only 8 million (47.5%) use a modern contraceptive method whereas 8.9 million women have an unmet need for contraception. The gap between women who use modern contraceptives and those who need contraceptives but don’t have access to them is highest amongst women living in poverty in rural Punjab. DAFPAK’s primary target population is women of reproductive age in rural areas, especially young women. DAFPAK’s secondary target population includes key influencers such as male partners, mothers-in-law, community and religious leaders, retail networks such as pharmacists, medicine shops and drug sellers, and public sector actors such as executive district officers and district health management teams.

Greenstar Social Marketing

Prior to the establishment of PSI Pakistan, PSI worked in Pakistan through the national non-profit organization Greenstar. Established in 1991 with the support of PSI, Greenstar supports the private sector through national provision of a broad range of high-quality sexual and reproductive health products. As an independent network member, Greenstar is a fully independent entity integrated into to the larger PSI network. This gives it access to cutting-edge marketing and communications techniques, commodity procurement, program management, financial stewardship, contract management, reproductive health technical expertise and organizational development systems.

Greenstar works with the Pakistani private sector and with the Government of Pakistan to inform clients of and provide them access to quality, affordable health products and services. To help meet this gap, Greenstar offers a range of socially marketed products and services for sexual and reproductive health, mother and child health, tuberculosis, nutritional supplements for children and safe water. Greenstar’s products are distributed through a national network of over 7,000 franchised clinics, 70,000 retail outlets and community-based distribution. Greenstar also provides training and quality assurance to the private sector social franchise health outlets within their network. Greenstar is responsible for provision of approximately 53% of all contraceptives, distributed by the private sector in Pakistan.

How we

Asset 17


Asset 26

Market Development



Asset 9



From January 2018 to September 2019, PSI Pakistan provided more than 450,000 years of healthy life for its clients, including:

More than

2 million

years of protection from unintended pregnancy for Pakistani couples

More than


new users reached with modern contraception




Country Director



Deputy Director for Latin America and Asia


Discover what's happening at PSI


The Future of Work

With overarching commitments to flexibility in our work, and greater wellbeing for our employees, we want to ensure PSI is positioned for success with a global and holistic view of talent. Under our new “work from (almost) anywhere,” or “WFAA” philosophy, we are making the necessary investments to be an employer of record in more than half of U.S. states, and consider the U.S. as one single labor market for salary purposes. Globally, we recognize the need to compete for talent everywhere; we maintain a talent center in Nairobi and a mini-hub in Abidjan. PSI also already works with our Dutch-based European partner, PSI Europe, and we’re creating a virtual talent center in the UK.


Meaningful Youth Engagement

PSI is firmly committed to the meaningful engagement of young people in our work. As signatories of the Global Consensus Statement on Meaningful Adolescent & Youth Engagement, PSI affirms that young people have a fundamental right to actively and meaningfully engage in all matters that affect their lives. PSI’s commitments aim to serve and partner with diverse young people from 10-24 years, and we have prioritized ethics and integrity in our approach. Read more about our commitments to the three core principles of respect, justice and Do No Harm in the Commitment to Ethics in Youth-Powered Design. And read more about how we are bringing our words to action in our ICPD+25 commitment, Elevating Youth Voices, Building Youth Skills for Health Design.


Zero Tolerance for Modern-Day Slavery and Human Trafficking

PSI works to ensure that its operations and supply chains are free from slavery and human trafficking. Read more about this commitment in our policy statement, endorsed by the PSI Board of Directors.



Since 2017, PSI has been a signatory to the United Nations Global Compact, a commitment to align strategies and operations with universal principles of human rights, labor, environment and anti-corruption. Read about PSI’s commitment to the UN Global Compact here.


Environmental Sustainability

The health of PSI’s consumers is inextricably linked to the health of our planet. That’s why we’ve joined the Climate Accountability in Development as part of our commitment to reducing our greenhouse gas emissions by 30 percent by 2030. Read about our commitment to environmental sustainability.


Affirmative Action and Equal Employment Opportunity

PSI does not discriminate against any employee or applicant for employment because of race, color, religion, sex, sexual orientation, gender identity, national origin, age, marital status, genetic information, disability, protected veteran status or any other classification protected by applicable federal, state or local law. Read our full affirmative action and equal employment opportunity policy here.


Zero Tolerance for Discrimination and Harassment

PSI is committed to establishing and maintaining a work environment that fosters harmonious, productive working relationships and encourages mutual respect among team members. Read our policy against discrimination and harassment here.

PSI is committed to serving all health consumers with respect, and strives for the highest standards of ethical behavior. PSI is dedicated to complying with the letter and spirit of all laws, regulations and contractual obligations to which it is subject, and to ensuring that all funds with which it is entrusted are used to achieve maximum impact on its programs. PSI provides exceptionally strong financial, operational and program management systems to ensure rigorous internal controls are in place to prevent and detect fraud, waste and abuse and ensure compliance with the highest standards. Essential to this commitment is protecting the safety and well-being of our program consumers, including the most vulnerable, such as women and children. PSI maintains zero tolerance for child abuse, sexual abuse, or exploitative acts or threats by our employees, consultants, volunteers or anyone associated with the delivery of our programs and services, and takes seriously all complaints of misconduct brought to our attention.


Diversity and Inclusion

PSI affirms its commitment to diversity and believes that when people feel respected and included they can be more honest, collaborative and successful. We believe that everyone deserves respect and equal treatment regardless of gender, race, ethnicity, age, disability, sexual orientation, gender identity, cultural background or religious beliefs. Read our commitment to diversity and inclusion here. Plus, we’ve signed the CREED Pledge for Racial and Ethnic Equity. Learn more.


Gender Equality

PSI affirms gender equality is a universal human right and the achievement of it is essential to PSI’s mission. Read about our commitment to gender equality here.


01 #PeoplePowered

02 Breaking Taboos

03 Moving Care Closer to Consumers

04 Innovating on Investments

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