Turning rural artisans into universal traders

The women, who Kisilu regards as both friends and business partners, have, thanks in large part to Kisilu, been able to continue a long-standing tradition of weaving baskets, called viondo. The technique they use has been passed down from generation to generation among Kenya's Akamba people.

At 28, Kisilu could be some of the weavers' granddaughter. She has brought a fresh vision to the craft, as the founder and CEO of The Shaba, a digital supply chain built using mobile technology to connect rural artisans to the global market.

The birth of Kisilu's project, she said, was inspired by Kisilu's grandmother, who originated from a tradition of communal weaving. Kisilu witnessed her grandmother's struggles up close as she and other hardworking women artisans produced woven baskets that were in demand but failed to make a fair profit.

“My grandmother used to weave. In this community, weaving is a heritage craft; you learn it from your mother, who learnt it from her mother, and so on,” Kisilu said.

The project, which uses the Shaba app, is now operational in Kenya's Kilifi, Taita Taveta, Kitui and Machakos counties, and seamlessly blends social impact, design and tech.

Kisilu said in her grandmother's time, the baskets were transported to Nairobi and sold at very low prices, resulting in the artisans not being able to reap fair profits. Often, a well-crafted bag would only sell for one dollar.

As a result, the craft began to lose its value, and the women did not feel like they were benefiting from it.

FAIR INCOME

To honour her grandmother and turn the situation around, Kisilu founded The Shaba in 2019, with official operations commencing in 2021 as a digital supply chain utilising mobile technology to connect rural artisans to the global market.

This not only helped to preserve the heritage craft but also ensured that the artisans could earn a fair income.

According to a 2022 report by Grand View Research, the global handicrafts market was valued at about $678 billion. Experts predict that it will continue to grow at an average rate of 4.7 per cent each year from 2023 to 2030.

In Kenya, exports from the wider creative industry generate earnings of over $40 million per year. Handicrafts, however, are still often sold for a pittance.

“If you go to the communities that are not beside highways and major roads, those that are in interior places, the prices in which they are selling the baskets are extremely low,” Kisilu said.

“They don’t have access to markets and lack resources such as training.”

Another factor contributing to the poor profit margins, according to Kisilu, is the lack of quality control, so the women would be hard-pressed to sell at very low prices.

Kisilu trained the women to make different types of viondos. The measurements and the intricate style were very different from the older traditional bags that incorporated thick yarn into the craftsmanship.

“Shaba bags are entirely made of fine sisal thread. The absence of yarn eliminates the constant cleaning needed for the older bags,” Kisilu said.

She adds that they are also much smaller; the consumer can wear them like a handbag, hence more stylish and functional. It also has a detachable cloth lining, which makes it easier to repurpose with fine leather finishing and straps.

“I was very specific because I knew the market I wanted to tap into,” Kisilu said.

“It had to be something unique that would appeal to Kenyans and also tourists, a huge target for the Shaba as I am looking to go global.”

Through the Shaba app, artisans access a broader market via a digital supply chain, eliminating middlemen and maximising profits.

They receive orders directly from the Shaba portal, connected by tablets, and even sell to tourist-centric hotels.

Kisilu's vision transforms tradition into empowerment, shaping a future where rural artisans thrive globally, and tapping a market in which buyers are looking for sustainable handmade products because they want to make eco-friendly and socially responsible choices.

We used to sell our viondos at very low prices. We were hardly making profits commensurate with the work we put in. The middleman would really exploit us. But when the Shaba came, things were much better

CHANGE OF FORTUNES

This has led to a high demand for sustainable handmade products, which are often created using renewable or recycled materials.

Handling everyone on the virtual platform, from sisal harvesters to retailers, the Shaba promotes products that use eco-friendly production methods and promote the conservation of resources.

This growing interest in sustainability is expected to boost the market for handmade products in future.

“We used to sell our viondos at very low prices. We were hardly making profits commensurate with the work we put in,” Peninah Mackenzie, the leader of the women's group in Katangi, said.

“The middleman would really exploit us. But when the Shaba came, things were much better. They buy our products at very good prices, and it’s even much better as we can also see the prices and orders for ourselves. Gloria trained us on using the app, and it’s much better as it's in Kiswahili.”

Mackenzie formed the Mwende Munyanya Women's Group in 2015. Its name translates to ‘love your friend’.

She started training other women in the craft and thanks to kiondo, they were able to pay for health insurance, school fees for their kids and to venture into other income-generating activities, like goat-rearing, liquid and barsoap making.

“Our table banking has also improved since the Shaba came into the picture. They pay good money and we put that into our savings,” Mackenzie said.

“For example, last December, some members even went home with Sh30,000. A big improvement since our early days.”

The market is booming because more people are travelling and discovering traditional crafts from different places.

The increase in building homes and businesses has also led to a trend in redecorating, with people wanting unique and artistic handicrafts.

This means there will likely be a steady demand for handicraft products in the coming years.

FINANCIAL INCLUSION

Dorothy Nzisa, 70, is the co-founder of the women’s group and also the oldest.

“I have no husband and I have eight children,” she says. “I can confidently say I have raised and educated my kids and grandchildren through kiondo weaving.”

“Before we founded the group, we used to burn charcoal, do odd jobs, but it wasn’t sustainable. With the Shaba, we have really upscaled.

“Money is flowing in and I do not have to heavily depend on my kids. I can put the income I make through the Shaba app into other income-generating activities, like farming.” 

Apart from market linkage, Shaba has helped women diversify in terms of training, access to microloans and improved table banking, which has improved their lives considerably.

“When I was looking for women's groups to work with, I was very particular in that they needed to have systems. And one important aspect is that they needed to have table banking,” Kisilu said.

“This translates to financial inclusion, which would make it easier for them to access micro-loans and health coverage through the Shaba app.” 

Through the Shaba, the women have bought land on which they meet on designated days, and hope to build a commercial building where they can collect rent.

To some of the newer members, this is welcome news as it signifies growth and financial capability.

Irene Syombua, the newest and youngest member, 28, used to stay at home with nothing to do but has now found purpose.

“Here, I am busy with weaving and hoping to perfect like the rest of the women,” she said.

“I have sold one so far and it made me so happy as I was able to buy things for my family. I want to perfect so I can earn more.”

One of the key challenges Kisilu faces is distance and location, especially when it comes to training.

“You can’t keep going to the communities every single time, and that’s why tech was, is, important to us,” she said.

“We wanted something that’s easy to understand, and that’s why the Shaba app is in Kiswahili. We needed infrastructure, a community centre, where everything is in one place.”

The Shaba app makes it easier for Kisilu to train women when she can’t be physically there, and facilitates other functions, such as payment.

Wazawazi founder and creative director Chebet Mutai says policymakers should support digital marketplaces and supply chains.

“Investment in infrastructure such as broadband Internet at accessible rates and reliable electricity is needed,” she said.

“This lays the foundation for businesses to thrive online and facilitates seamless supply chain operations. They should also establish clear and favourable regulatory frameworks to foster innovation and trust in the digital marketplace.”

She is also keen for the government's help in investing in education and training programmes to enhance digital literacy and skills among the artisan community as they often have to train people on the job at their own costs.

With wins such as the Africa Youth Innovation Award, Kisilu hopes to scale up and take the Shaba to the global stage.

“Even with the challenges, these women’s skills deserve to be celebrated, and I hope people get to know and appreciate these skills,” she said. 

“I am also working to put the women, and craft, on the global market.”