How does one make a success of ekasi Fruit and Vegetables? Walking around in ekasi, you see thousands of vendors selling fruit and vegetables. At face value, it seems like a “more of the same” business strategy, but looks can be deceiving.
So many of these small businesses in ekasi provide job opportunities to young people searching for a better future, spanning various industries. Ma Elsa Molungu started selling chickens for someone in Soweto and worked in a hair salon for someone else.
She finally took the risk of starting her own business in 2000 when she began selling vegetables in Kliptown, Soweto. Since then, she has had success with ekasi fruit and vegetables: her business has grown into a retail and wholesale vegetable store across the road from another.
Her wholesale business caters for people preparing for parties and special events. In contrast, the retail business focuses on incidental purchases from shoppers coming to the spaza stores in the area.
Speaking to her, it is clear she understands precisely how to choose a store location. The wholesale business operates where storage space is abundant, with the retail business focusing on foot traffic. “This side has much better visibility, and the (retail) store is arranged better to display products to passers-by“.
Like many local entrepreneurs, Ma Elsa learned many of her retail skills from family members. “My sister had a shop, so I learned a lot about business at home, listening to her,” she explains.
In a retail business, your operational strategy has a massive impact. Ma Elsa goes to the market twice weekly to ensure her products are always fresh – especially in the summer heat and humidity. It also determines her purchasing choices at the market. She can afford to buy cheaper products and sell them at a price advantage, as they are purchased and consumed shortly after arriving at the market.
Her smile lights up and radiates love and pride when asked about her family. “I have four girls and one grandchild. They respect me and listen to me. It is for them that I build and run this business, “ she says. Two of her kids have left home, but she is still looking after the other two.
What differentiates you from your competitors?
“Hard work makes all the difference. Having the discipline to do your best every day. I don’t focus on my competitors. I focus on my customers.”
“Without Xhantela, my business wouldn’t exist. As the person in the family earning an income, there are many pressures on your finances. For example, after going home for Christmas, it is difficult to return with enough money to buy the stock you need to start the new year. With my Xhantela loan, I can get my business back on track. This is just one example of where Xhantela helps manage stock levels.”
“Thank you, Xhantela! Because of you, my children go to school, I have food on the table, and I have an income.”
Photos by Shornespear Photography