Afiki Designs

In a small office in Dar es Salaam, rolls of fabric, computers, and design sketches fill the space where the Afiki Designs team now works. Just a few years ago, this group of four young creatives did not have an office, equipment, or even the funds to produce what they designed.

“When we started, we saw a gap,” says one of the founders. “There were so many creative people, but the production side was weak. We wanted to go beyond just designing, we wanted to own what we created.”

But their dream quickly ran into challenges. Without enough capital, Afiki Designs could only focus on the creative side of projects. They did not have the means to turn their ideas into real products, and that meant losing ownership of their work. “We would design, but others would produce. It was frustrating because we could not claim full rights to our creativity,” they explain.

Operating without an office and often relying on borrowed funds, the company struggled to stay afloat. “We were basically in survival mode,” they admit. “We were working hard but not moving forward.”

That started to change when they learned about the Imbeju Program through Ndondo Cup Branding, an event sponsored by the CRDB Bank Foundation. The team decided to apply, and soon after, they were accepted into the program.

The support they received included a soft loan without any collateral that provided them with the working capital they desperately needed. They also participated in financial literacy training, which helped them understand how to manage their finances, budgets, and investments more effectively.

“With support from the iMBEJU Program, we were finally able to move from ideas to action,” shared Afiki Designs CEO. “The funding enabled us to launch our first major project — the 2025 National Women’s Day Vitenge collection — and opened doors to other significant contracts with Mtibwa Sugar, Kagera Sugar, and several Premier League clubs.”

The team also leveraged the support to participate in the Canton Fair in China, gaining exposure to global markets and new business opportunities, where they met directly with factories to discuss production. This opened new possibilities for scaling their business. They were able to rent an office, buy computers and printers, and officially register and operate as a production company.

Since joining the Imbeju program, the transformation has been significant. Afiki Designs has shifted from providing services to creating actual products, expanding their value chain and brand presence. Their brand value has grown due to their association with the CRDB Bank Foundation, and they have expanded their team from four to seven employees, plus up to six additional project-based staff.

They have also moved from paying themselves small allowances to offering proper salaries. Their overall business growth now stands at around 40% “Just seeing our passion come to reality, that’s what keeps us going,” they say proudly. Beyond their own success, Afiki Designs has also become a source of inspiration for other young people interested in design and production. “Our story has given hope to many youths who want to pursue creative work but don’t know where to start,” the team says. “They see that it’s possible.”

For the founders, the most valuable part of the Imbeju Program has been networking, market access, and the confidence to apply for other financial opportunities. Still, they acknowledge there is more to learn. “We are still improving on project delivery and processes,” they admit.

Looking to the future, Afiki Designs is planning to launch a sportswear brand that represents Tanzanian creativity and quality on a larger scale.

Their message to other entrepreneurs is straightforward:

“Don’t be afraid to dream. Connect with people. And don’t hesitate to approach financial institutions. Opportunities are there, you just need to take the first step.”