yasmina berraho
Hasnaa Mrani
Safae Boularbah
Al Akhawayn University
Mary Grace Neville
Keep this story going! Share below!
Ms. Hind Fahmi and her daughter Majdouline El Hichou were involved in the creation of the innovative products. The creator went to South Africa for purchasing the colorful and printed tissues. Then, her daughter Majdouline drew the designs that were handled after to the artisans and women workers in charge of sewing the clothes. Oummy Afrika employed those specific types of employees in order to reduce inequalities.
The innovation of Oummy Afrika is the creation of original and traditional clothes that represents a mixture between traditional Moroccan and sub-Saharan styles. The combination was based on two different cultures (Moroccan and South African). The design was based on traditional fabrics merging between the South African printed and colorful tissues and the Moroccan “tarz” and “lâakad”.
The innovation of the products is related to a sense of meaning by involving women living in rural areas in the manufacturing process (Gender Equality). Also, the company brings life back to the old craft industry by employing craftsmen from the Old Medina in Rabat and using the traditional methods (Reduced Inequalities).
Ms. Fahmi and her family lived for many years in South Africa, where they were impressed by the local culture. Indeed, Ms.Fahmi said: " Ma fille Majdouline a beaucoup apprécié leur mode de vie et leur culture", which means that her daughter Majdouline was heavily influenced by these traditions and decided to merge it with the Moroccan customs. Being far away from Morocco enabled Mme. Fahmi and her daughter to discover in depth their home country culture.
The motivation for creating Oummy Afrika was to differentiate itself from the local manufacturers by using unique and fancy printed South African tissues. In addition to this, the motivation was to please people who are attracted by the originality, and tradition. The uniqueness of the brand is highlighted in Ms.Fahmi' statement: « La création de Oummy Afrika nous a permis d’être unique sur le marché marocain ».
Creating the innovation of Oummy Afrika had a short term effect that is the increase of sales by 20% monthly. The long term effects can be perceived on the society since the company supports the independence of woman by offering them a continuous occupation and teaching them new jobs skills within Oummy Afrika. Also, it can be noticed in the preservation of the environment.
Concerning the short
term effect, we can not show evidence in order to preserve the confidentiality of Oummy Afrika. Regarding the first long term
effect, it was noticed that the number of working women of a specific rural
area increases by 50%. Then, the company consumes much less electricity than
the other textile factories. The concrete proof is that the average electricity
bill for a small textile company is 12 500 MAD while Oummy Afrika pays only
6000 MAD per month because they use traditional machines that do not need
energy to work.
Creating Oummy Afrika, that sells unique products, allows the mother company Maniz to expand its business, and it permits to target a larger segment of customers. Selling the original clothes and accessories at a higher price enabled the company to make more profits.
Differentiation strategy permits to the company to make more profits by charging customers, who are looking for uniqueness and originality, higher prices. In addition, the creation of Oummy Afrika' products were a way to appeal for a new kind of customers (people who are attached to the African Motherland and are willing to pay the price for a distinctive product).
Boosting female empowerment was one of the main benefits of the company towards society. It enabled women to become self-independent and to gain new job skills. Also, it increased their confidence and self-esteem. The innovation impacted positively the society by empowering women from rural areas and giving them the opportunity to be part of different workshops that enable them to earn money. It also helps to reduce inequalities, more precisely gender and social inequalities.
Concerning the environmental benefits, Oummy Afrika is supporting the sustainable development by using traditional machines that did not produce any pollution and did not allow the waste of electrical energy. Employees in Oummy Afrika are working in an environmentally friendly workplace. They do not use machines that produce chemicals harmful for the environment. Also, they do not consume a lot of electricity, which helps for the sustainable development.
Get stories of positive business innovations from around the world delivered right to your inbox.
Hind Fahmi, Owner
Hind Fahmi, Owner
Mixing the cultures from Laayoun to Johannesburg, Oummy Afrika creates its own line products with a unique design that include clothes and accessories. Since 2015, the company sells products that reflect peace and originality. The inspirational creations are addressed to people who look for uniqueness and love the African Motherland.