AFRIKAPU LIMITED ADAPTATION TO COVID 19 THROUGH PRODUCTION AND DISTRIBUTION OF FACE MASKS

AfriKapu has trained women artisans in making the masks and they are able to earn an income during this season of COVID 19 by selling the masks. Afrikapu sells the masks through online platform.

Afrikapu business model

Afrikapu is a social-enterprise that sells African Handmade products made by marginalized groups in rural and informal settlements in Kenya and South Sudan, to the rest of the world in a structured, profitable and sustainable way.
Afrikapu combines a digital platform and front-line field officers to train vulnerable artisans on how to develop and position their creations to meet international standards then, Afrikapu provides them with linkages to global markets through an ecommerce platform, global distributors or market participation. Afrikapu also offers the artisans a partner loyalty program that earns them points for every purchase of their products. This is redeemable in cash after 12 months and acts as a fixed deposit method to “save” for a life goal such as; children’s education, purchase of property, business expansion/diversification.
Afrikapu generates revenue by adding a 25-30% margin on the final selling price of the African Hand-Made products (such as beaded jewelry, leather bags, recycled brass jewelry, wood carvings, handmade stationery, Ankara products etc.) made by vulnerable artisans in rural and informal settlements. Afrikapu’s sales avenues include:
  • Own E-commerce platforms (www.afrikapu.com)
  • Partner platforms e.g. Cart N Shop, Glovo
  • Global Distributors / Resellers
  • Global Trade fairs
  • Influencer Collaborations

How Afrikapu has innovated in the current environment amid COVID 19.

Afrikapu has pivoted from production of fashion accessories to production of re-usable three-ply fabric facemask, which they have already distributed to 10 countries globally, including Kenya, South Sudan, USA, Canada, UK, Germany, France, Swaziland, Belgium and Uganda and have stocked up in some of these countries through their distribution partners.
Afrikapu is currently working on a prototype of re-usable sanitary towels as requested by some of their customers, mainly NGOs that are working towards curbing teenage pregnancies, particularly due to the increase in numbers during the COVID-19 pandemic.
AfriKapu connects with potential international customers through their social media platforms (instagram and facebook), and influencer collaborations. Over time, they have created a database of target customers / potential buyers through market participation (Trade fairs, Exhibitions, Pop-up markets), referrals and repeat buyers. They use this database to share information about their progress and new product lines through email blasts, and WhatsApp broadcasts. Word-of-mouth and referrals have also played a great part in getting them new customers. They also continue to maintain an active company website (www.afrikapu.com).
While AfriKapu has had to drastically reduce the number of in-person group trainings, they are currently conducting their capacity building programs in smaller groups, and are investing this time in studying innovative ways of training digitally, especially in areas with limited access to internet connection and smartphones. This will start by distribution of bulk SMSs to feature phones or through USSD codes.
read more success stories