Stories: Online practices expanding the market for refugee-owned businesses

Urban-based refugee communities face discrimination and negative views by locals that can keep them isolated from Kenyan customers. However, digital techniques can support refugee- and women-owned businesses accessing more diverse local markets. Through the innovative training program designed by Humber College and CAPYEI, refugees living in Nairobi have harnessed new tools and strategies to expand and improve their business practices.

Cecile Nyaruhanga came to Kenya in 2015 with her husband and children from Congo. Cecile and her family were hosted by the church where her husband currently ministers. Like many people, she found the language barrier was a significant challenge in adapting to the Kenyan lifestyle.

“Our community values weddings,” she says as she talks about how she started as a business owner. “We always have them every weekend. However, getting our traditional attire in Kenya was really hard. I got the traditional attire from Congo and Rwanda and would hire them out. With time, demand for the ceremonial attires grew, and I would dress people for weddings, dowry negotiations and burial ceremonies.”

At first, she was able to find customers through her connections as the pastor’s wife. After that, she found it challenging to increase the number of events or keep track of any money or progress made. “I sometimes had to go back to my pocket to keep the quality the same,” she said, as the business started to mean more than just clothes and included providing tents and chairs for her customers. “The training taught me how to price my services without compromising quality.”

Social media and using technology were not things that Cecile felt comfortable using, especially for her business. However, she could see its value with time and training from the CAPYEI team. “Other than marketing, I can also see the latest décor designs as our industry is always evolving. Despite having a laptop at home, I had no idea how to even switch it on. Through the training, I would go home and practice what the trainers had taught for the day, and I had a great improvement.”

With digital tools and entrepreneurship training, Cecile has improved and enhanced her business in ways she didn’t think were possible. “I have now rented out two stalls where I use one as a store for the seats, flower stands and chairs, and the other one is where my clients try on clothes. Initially, the clients would try the clothes on in my house, which was not comfortable for them and my family. The training has taught us always to consider a client’s needs.”

On top of her business, she says the holistic approach that combines learning to manage money, clients and marketing has also impacted her personal life. “Learning budgeting has not only helped me in the business but also in my personal life. Now, my husband trusts me in planning our home budget.”

Cecile was able to take her business from just being reactive to her community’s need for clothing and textiles and turn it into an events business that can follow the latest trends and anticipate what clients want. The ability to show this success to her family also helps challenge barriers women face when breaking into the entrepreneurial world.

Ceclie Nyaruhanga was also glad about the program’s flexibility. “At the time, I was heavily pregnant, but I really wanted to learn, and I am grateful the trainers made my journey smooth and comfortable. I am grateful to CAPYEI for giving me this chance despite being pregnant and still working, even after delivering and proceeding on maternity leave.”

Fabrice Bisengo came to Kenya four years ago with his wife and two children due to war in his home country, Congo. “Life was very hard when I first arrived in Kenya,”

he said. “The cost of living in the city was very high, and I didn’t have a job or business.” 

At first, Fabrice sold sim cards on commission, which supported his family for a while until the authorities in Kenya prohibited this line of work. He had to look for a shop and set one up nearby. From there, Fabrice started to sell other cellphone accessories but found the was maize flour imported from Uganda. “The demand and cost for the product are good from bulk buyers,” he said. “I sell in 5kg, 10kg and 25 kgs, and I customized my packaging to cater to low-income earners. So far, the business is growing.”

He started marketing his business and products on social media platforms such as TikTok, Instagram, Facebook and WhatsApp to expand beyond his local community. “This strategy has enabled me to widen my audience and get orders from customers far from my neighbourhood. I have also managed to win and retain my customers by offering free delivery services for bulk buyers.”

For Fabrice, the CAPYEI training helped him gain entrepreneurship and better business skills to keep better records, understand his market and take stock for his shop. “I know the products that are fast-moving,” he said. “I am working on growing and expanding my business so that, in the next few years, I will own the biggest shop in the Kasarani area, selling products in both retail and wholesale.”