Grace Ashiru
Over 2,300 local SMEs applied for the competition, each bringing innovative sectoral solutions. In the realm of technology, entrepreneurship has often been viewed as a male-dominated field. Odunayo Eweniyi, Co-Founder and COO of PiggyVest, addressed this issue in a UN e-zine article titled “Women-Led Tech Start-Ups On The Rise In Africa: Daunting Obstacles Remain In The Tech Industry.” Eweniyi asserted that “There is no single explanation for the limited number of women in tech start-ups,” highlighting culture as a significant barrier.
The essence of a start-up lies in its willingness to embrace uncertainty, risk, and challenge beyond the ordinary. From a young age, women are often culturally conditioned to believe that such behaviors, work, or endeavors are unsuitable for them. Many times, societal norms discourage women from aiming too high, leading them to gravitate towards less risky ventures.
However, I am thrilled to introduce the five finalists of She’s Next, a Visa-powered grant competition, who clearly did not subscribe to this limiting belief. These women-led businesses boldly integrated technology into the very heart of their operations. They stand as potential role models, demonstrating that it is possible to break barriers. The Visa beneficiaries not only gained valuable resources but also made a notable impact, however modest, in the funding landscape for women-led start-ups.
Busu Naturals, a small and medium-sized enterprise (SME) specializing in local emollients designed for sensitive, eczema-prone African skin, has been named the winner of the She’s Next program. This program exists to support the creation of a world where women business owners flourish through funding, training, and mentorship. Emma Omany, the founder and owner of Busu Naturals, is a marketer and digital strategist who leverages data to grow her unique client base. With the prize money, Omany plans to expand beyond her e-commerce site, reaching out to anyone desiring soft, glowing skin. The atopic dermatitis (eczema) market was valued at $9.1 billion in 2023 and is projected to reach $18.6 billion by 2032, with a compound annual growth rate (CAGR) of 8.3 percent.
Jean James of Timao Group has pioneered a unique solution for repurposing plastic waste by transforming it into crushable pellets that can be converted into building bricks. This plastic collector turned visionary has ventured into a market dominated by cartels. To navigate this challenging landscape, she partnered with women-led community-based organizations (CBOs). These CBOs not only collect and sort the plastic, but also earn a livelihood from their efforts. James emphasized, “I made sure that I worked with CBOs on the ground and built my cartel while at it.”
According to Statista, global plastic recycling was estimated to be worth roughly $40 billion in 2021. This market is projected to grow at a compound annual growth rate (CAGR) of seven percent from 2022 to 2031, potentially reaching $78 billion by the end of that period.
Meanwhile, Code With Kids, founded by Renice Owino, secured the third position. Owino, who has been passionate about coding since childhood, believes in bridging the digital divide. She has enabled boys and girls to grow up learning coding side by side. Owino saw an opportunity to expand her influence from Kibera to Lodwar, where she developed networks to leverage her initiative.
We are delighted to announce the winners of the inaugural She’s Next Kenya grant competition. We proudly recognize these SMEs for their remarkable innovation, resilience, and vision, which will serve them well as they strive to positively impact the Kenyan economy. We look forward to walking this journey with them, witnessing their growth as they utilize the skills and strategies provided by the She’s Next program,” said Eva Ngigi-Sarwari, Visa Kenya Country Manager.
Over 2,300 local SMEs applied for the competition, each presenting innovative sectoral solutions.
Omany, speaking on her win, said, “This win means a lot to us because it gives us confidence and affirms that we are on the right track. It is a testament to the fact that small steps matter and that everything we have done thus far is aiding our mission. The support we will receive through this grant and training will help us grow our capacity and expand our market reach. It will also go a long way in generating impact for us, as we are focused on creating more opportunities for the women and youth in our value chain.”
The other two were also recognized for their contributions. Crafts With Meaning, established by CEO Caroline Ng’ang’a, is a distinguished social enterprise that partners with artisans from Kenya and Uganda.
They produce home decor items, lifestyle accessories, bags, and corporate merchandise that draw inspiration from Africa’s rich heritage. On the other hand, Cladfy operates in the highly competitive digital lending sector, focusing on bridging the credit gap within Sub-Saharan Africa’s informal economy. Led by CEO and Founder Ebby Gatamu, Cladfy aims to empower micro-lenders to extend working capital loans to micro-businesses, including smallholder farmers, fish vendors, and motorcycle riders.
