Nafa Naana operates through three distribution channels to reach customers in rural areas: direct stores, a network of microfranchised retailers, and key accounts with NGOs and groups. It trains retailers on products and business management, and provides marketing materials. It also organizes promotional events to raise awareness of products. Additionally, Nafa Naana offers financial products like advances and consignment to suppliers and retailers, and payment plans through key accounts to improve affordability for customers.