How four women built a thriving shoe business

DAR ES SALAAM: LIFE has a funny way of opening new doors when one closes. For a group of four determined women in Dar es Salaam, the unexpected closure of their employer, a shoe company, could have been a devastating blow. Instead, it became the unexpected catalyst for their entrepreneurial journey.

“We were left with our hired workers, and our loyal customers were still looking for us. That’s when we decided we had to do something,” said Neema Mkojera, Secretary of Carn Group.

These ladies were employed by a company that sold shoes. When that company closed its business, they didn’t just give up. They decided to approach the company for them to start supplying their shoes.

With a bold idea, they pooled their funds to travel all the way to Kenya to meet with their now-supplier, their former employer, and pitch a new partnership.

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To their delight, the company agreed, but they had no capital to buy inventory. Undeterred, they used the last of their pooled money to purchase a small sample of shoes. Armed with just a few pairs of shoes, they hit the pavement, visiting schools and other bustling areas in Dar es Salaam.

“Many people needed the shoes but we couldn’t afford to buy a large load,” she said, it was a friend from Temeke who then introduced them to the concept of council loans, a beacon of hope for their budding business. “As a group, the four of us headed to Kinondoni Municipality, inquired about the loans, later we were told we qualify and diligently followed the procedures, and secured a vital loan,” Neema said.

These fee-free loans, derived from municipal revenues, are a crucial government initiative, designed to empower women, youth, and people with disabilities by providing them with accessible capital to start and grow businesses. Before the loan, she said their business operated out of a single shop.

With the injection of capital, they were able to open a second location.

“Our goal is to open even more shops so that we can grow further,” Neema said, highlighting their ambitious vision. The group that showcased their products at Kinonondoni Municipal pavilion in the 49th Dar es Salaam International Trade Fair (DITF) marked another milestone. “This is the first time we have participated as a group and we have found that these exhibitions truly help us connect with customers,” she said.

While their business is flourishing thanks to the municipal loan, they have identified areas for growth, particularly in marketing.