Caroline Nyawira Muthoni: From Job Seeker to Thriving Entrepreneur

At 32, Caroline Nyawira Muthoni's journey is a testament to resilience and determination in the face of adversity. Equipped with a Bachelor's degree in Applied Statistics, she graduated in 2015 with high hopes of securing a stable, well-paying job in a field where women are highly encouraged to pursue.

 "Applied statistics and math courses have always been subjects women are encouraged to take on," Caroline shares.

But despite her bright academic record and valuable skills, the job market proved unwelcoming.

"Almost 10 years down the line, the jobs never came. I was asked to pay bribes for jobs, money I did not have," she explains.

Job seeker to entrepreneur

Unable to find a job, Caroline turned to entrepreneurship out of necessity and passion. In 2020, during the COVID-19 pandemic, she started her beauty business, focusing on perfumes.

"I started with different types of perfumes and grew my business to more than 150 types over the years," she says.

Her initial ventures involved sourcing perfumes from local retailers and selling them along roads in Murang’a and Sagana. Caroline’s drive and business acumen soon led her to establish a shop in Murang’a town in the County of Murang’a. Recognizing the need to diversify her offerings to sustain her growing business, she added other products besides perfumes to her inventory.

Joining the Jiinue Growth Program

In December 2023, Caroline was introduced to the Kenya National Chamber of Commerce and Industry (KNCCI) by a friend.

"I learned about the Jiinue Growth Program (JGP) through a friend who introduced me to KNCCI. We visited their offices here in Murang’a and did our registration by filling in a membership form, and the certificate of registration came in later," she explains.

The KNCCI staff supported her registration process and introduced her to the online Google form for the loan application.

"The application process was seamless. It required my ID number, age, next of kin, business information, and the business license number. I also attached my KRA pin and a copy of my ID," Caroline recalls.

This process was a stark contrast to her previous experiences with banks, where she was asked for collateral, she could not provide.

"After filling in the Google forms, we waited for about three weeks. I got a call from Jiinue Growth Program staff who informed me on the amount I had qualified for, which was the same amount I had applied for," she says.

Caroline subsequently accessed three loans from the program: KES 20,000, KES 23,000, and KES 27,600.

The Jiinue Growth Program, in partnership with the Mastercard Foundation is a five-year initiative which aims to empower 229,500 Micro, Small, and Medium Enterprises (MSMEs) across Kenya. By offering access to affordable financing, technical assistance, and mentorship, the program helps entrepreneurs overcome systemic barriers to success. In collaboration with Grassroots Business Fund (GBF), DT Global, 4G Capital, GROOTS Kenya, Powered by People, Kenya National Chamber of Commerce and Industry (KNCCI) and Kenya Private Sector Alliance (KEPSA), JGP focuses on building resilience, fostering innovation, and creating jobs, especially for young people and women.

Strategic use of loans and impact

In total, Caroline received KES 70,600 (approximately USD 552), which she used to increase her stock and diversify her product offerings.

"I did not have skincare products, so I added skincare products, sunglasses, additional jewelry, revamped my perfume collections, and bags," she shares.

This diversification and restocking strategy led to significant growth in profits and an expanded customer base.

"Before Jiinue, I used to make KES 30,000 in profits per month. Now, I have been able to increase my profits to KES 45,000 per month," she notes.

Caroline attributes her growth to the ability to sell a wider range of products to existing customers and attract new ones.

A customer visiting the shop during the interview commented, "I have come here because I know I will find what I am looking for."

Over the past few months, Caroline has contracted vendors to sell her products on her behalf and identified wholesale suppliers to source her products in bulk, thereby increasing her profit margin.

Future ambitions

Looking ahead, Caroline aspires to grow her business into a beauty product distributor within Murang’a and its environs. She hopes to leverage the support and resources provided by the Jiinue Growth Program to achieve this goal.

 "I see a future where my business continues to expand, providing quality beauty products to a wider market," she says.