Afrolicious, a hair and skin care product company in Kenya, started in 2015 driven by a passion to empower and inspire women. The company aims at making women feel beautiful and confident in their natural beauty. The business started after the founder went natural with her hair and quickly realized that there were not enough products designed for the African hair in the market.

“We were very keen on producing natural products that are designed for the African woman,” says, Judith Nduta, the founder. “With this in mind, we had to do our research by going around different East African countries, not only to source for the best raw materials but also learn from women who have been using natural oils and butters for generation.”
All Afrolicious products have been crafted with LOVE with the AFRICAN woman in mind.

In Mbugua Rosemary Foundation Judith learned how to set up structures in the business. “The business was doing well but we had no way of gauging how well it was doing and the areas that needed improvement.” She says. “In MRF, I got to understand how structures help to streamline the business and cut out a lot of unnecessary costs that we didn’t realize we had.”

Judith Nduta is a huge advocate of being “Naturally You”.This infact is her business mantra. She firmly believes that no matter how anyone chooses to present themselves to the world, be it with their hair or makeup, Afrolicious wants you to feel comfortable and confident in your authentic self and not what others tell you-you should be.

As a successful entrepreneur we had to ask her the question; what is her advice to aspiring entrepreneurs? “Learn to celebrate your small wins.” She says.” It’s very easy to be so focused on the end goal that you might not even be aware of how much progress you’ve made. Acknowledging even the small milestones will help to put things in perspective and keep you going on days that you feel like giving up. “



Emurqs LTD (Enhanced Management of Unutilized Resources for Qualitative Solution) was founded in 2013 as a sales consulting company that later became a food security business. Emmanuel Obed, the founder, resigned from his position as an Outsourced Business Development Administrator for Kim-Fay East Africa and BAT Tanzania to continue on his entrepreneur journey. Emurqs LTD, defines food security as a society where people have access to good quality, healthy and affordable food especially in the urban and semi-urban areas. “Our desire is to educate people on making their own healthy food in very simple ways” says Obed, “If a city is food secured then certainly crime rates will go down”. The business also aims to provide high quality food products by creating opportunities for the jobless youths to produce these foods then as Emurqs create a market for the products.
Emmanuel Obed, Started his entrepreneurship journey as a way to create pocket money for his college days. Having grown in a farmer’s house, he knew his way around with farm produce and took advantage of that knowledge when he came to the City. He ventured into producing different products like mango fruit jam and selling eggs before eventually settling on producing High quality broiler chicken. “During this period I did a lot of research on chicken feed and came up with a feed formula that has no growth boosters or additives, this in turn gave me chemical free, fat free, lean and tastier chicken. This unique quality chicken was well received in the market and has continued to be praised by consumers.” “As a young entrepreneur, I was not the best in money management at this time. I focused on buying shoes, phones, clothes and other accessories. This affected my business in a huge way as I spent all the profit and ate into the business capital. I learned the financial discipline lesson the hard way”. He says. Emmanuel Heard about the MRF program from a friend and it was here he got to learn the need for proper accounting records, Understanding the market, segmenting it, pricing the products and identifying the business value proposition. “Out of this, I was also able to grow my business by about 200% within a period of 6 months” He testifies. “I also increased my customer base from the MRF networks.”
My business mantra is to provide safe, healthy food for the country. +To aspiring entrepreneurs he says, “Starting a business is like trying to start a relationship. If you are a man and you are interested in a lady, you will never know if you will win her over or fail unless you gather the courage, approach her and try! The same concept applies to starting up a business. You will never know if it will succeed unless you start it.”

My rules are:

  1. Pay attention to customer feedback
  2. Be ready to fail and learn
  3. Never quit
  4. Do not steal from your business



Bena Care is a Kenyan based company founded in 2017 to offer homecare services to the sick, disabled, elderly and terminally ill persons. Its’ mission is to improve quality of life through the delivery of clinical excellence, extraordinary service and  compassionate care while being recognized as the leader in home health and hospice services.
The founder: Naomi Monari, an MRF Alumni, says she ran it as a kiosk in the beginning not fully understanding how a business is packaged. She had the vision to create a business that will stand out in the health system through providing
extraordinary care at an affordable cost hence she knew more had to be done!
Naomi joined Mbugua Rosemary Foundation in the same year (2017) “I got to learn the value of compliance and how to package your business for business,” She says.” I am glad I followed through. We have grown 160% since MRF and are now the
premier and most preferred providers of home-nursing services across the country.”
“We provide quality, affordable and reliable nursing and related services to the sick, terminally ill, aged and disabled persons as an alternative to prolonged hospital stays and at the comfort of their own homes, “ she continues “ I am obsessed with my
business. Very obsessed I must say and this is my business mantra”. What would she say to young entrepreneurs you ask? Well, she has the answer “You have to start small,” She says, “Start from where you are and with what you have. It is not going to be easy, it will be so hard you will want to and might quit… but remember, be obsessed and hang on; it might just work!”