Nestled in Kiambu County, Jacinta’s Njeri Kiramba’s journey from struggle to stability is a testament to her resilience and determination. A mother of two girls, her face lights up whenever she talks about them.

"At least I can contribute to their school fees," she proudly states, reflecting on her daughter’s milestone of starting school. This statement underscores her aspirations for expansion; she dreams of adding a nail spa and opening a “Mali Mali” business (household plastics) to her current operations.

Jacinta comes from a humble background, but she managed to complete her secondary school education. She had childhood dreams of securing a well-paying job, a goal that did not materialize as she would have desired.

"My husband is a boda boda rider; there are days when his business was down, and we would struggle,” she recalls. “This situation made me think of starting a small business to supplement his income. I first started selling oranges and pineapples.”

However, this venture proved unsustainable as it involved a lot of walking in the sun with her nine-month-old baby, and the profits were insufficient to support her family.

The big shift

Recognizing the need for a more stable source of income, Jacinta decided to set up a roadside grocery shop. Through GROOTS Kenya, she learned about the Jiinue Growth Program and the loans they offer to young entrepreneurs.

"I was introduced to Jiinue by Madam Dorothy from GROOTS Kenya." Jacinta explains.

The Jiinue Growth Programme (JGP), in partnership with the Mastercard Foundation is a five-year initiative aimed at empowering 229,500 Micro, Small, and Medium Enterprises (MSMEs) across Kenya and has been instrumental in Caroline's success. By offering access to affordable financing, technical assistance, and mentorship, the program helps entrepreneurs overcome systemic barriers to success. In collaboration with partners such as 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.

After this introduction, she was invited to an orientation meeting and a pre-training session, which she eagerly attended.

"In the meeting, I was not only taught about the program but also received training on business management and digital selling, among other topics," she says.

To date, Jacinta has attended seven such trainings, which have profoundly impacted her business acumen.

Applying for the loan

It took Jacinta two weeks to analyze and decide to apply for the loan. Her primary consideration was the limitation in business expansion due to inadequate capital.

"I needed the money. I had always wished to get a place to store my business products, as I was a bit limited with storage at home, and this meant that I was not able to buy more stock," she explains.

When Jacinta received her first loan of KES. 25,000, she quickly rented a store and set up a selling structure in front of it. She also bought additional crates of tomatoes, cabbages, potatoes, bananas, and carrots. At the same time, she had a pressing personal responsibility, which required her to allocate part of the loan to pay her daughter's school fees. With the second loan of the same amount, she financed her nail technician course, bought more stock, and put a fraction of it into a savings scheme in one of her self-help groups.

The impact of Jiinue Growth Program

Jacinta speaks highly of the impact that the Jiinue Growth Program has had on her business and personal life.

"My income has greatly changed. I used to get KES 5,000 a month, but I instantly realized an increase to KES. 15,000 in the first month I expanded," she shares.

This increase enabled her to repay the loan in two months instead of the anticipated three.

"At home, life is becoming easier. This term, my daughter stayed in school without being sent home for school fees, and we comfortably admitted the younger one to school. I can say we are able to cater comfortably for the family’s needs and hope that business will continue the way it is," she adds.

Jacinta’s journey from struggle to stability highlights the transformative power of targeted support and financial assistance. The Jiinue Growth Programme has played a crucial role in her success, providing the necessary resources and training to help her expand her business and improve her family's quality of life.

"At least I can contribute to their school fees," she says with pride, reflecting on her daughter's milestone of starting school.

Plans for expansion

With the financial support from Jiinue, Jacinta’s dreams of expanding her business are slowly becoming a reality. She plans to diversify her offerings further by adding a nail spa and a “Mali Mali” (household plastics) business. This diversification will not only increase her income but also provide more stable and varied services for her customers.

Overcoming challenges

Despite the progress, Jacinta acknowledges the challenges she has faced along the way. Initially, the lack of capital was a significant barrier to her business expansion.

"The loan from Jiinue was a game-changer. It allowed me to rent a store, stock up on products, and even pay for my daughter's school fees," she says.

The training sessions provided by Jiinue have also been instrumental in helping her navigate the complexities of running a business.

"So far, I have received seven training sessions about business and other issues that affect women," she adds.

Providing services to the community

Jacinta's story is not just about personal success but also about community impact. By expanding her business, she has created more opportunities for herself and her family. Her aspirations to include a nail spa and a “Mali Mali” business indicate her desire to diversify her income streams and provide more comprehensive services to her community.

Transformation: Jacinta Njeri Kiramba's Journey with Jiinue