Navigating Intra-African Trade: Asili Essential Oils' Transformation

Job Mumia is the CEO, Asili Essential Oils, a company based in Kiambu, Kenya, 
specializing in extracting essential oils from locally sourced plant-based materials. Before 
the company's participation in the MSME Olympiad Acceleration Program, their primary 
challenge lay in their limited market reach, primarily centered around local sales.
The program proved instrumental, offering crucial insights into tailoring products for 
specific markets. Job Mumia notes, "Learning to customize our products, branding, and 
messaging for distinct markets was a significant learning point." Following the program, 
Asili Essential Oils strategically restructured its approach, placing a renewed emphasis 
on two key areas: product quality and branding. They dedicated efforts to enhance 
product quality for global competition and revamped their branding strategies to suit the 
diverse needs of various African markets.
The results were tangible and transformational. Asili Essential Oils witnessed a notable 
shift in focus, transitioning from a purely local market perspective to a more global outlook. 
The company embraced sustainable practices, incorporating eco-friendly packaging and 
launching a material return system to encourage recycling. "The program broadened our 
perspective on the global market. We've shifted our focus from the local market to a more 
global one," Job Mumia emphasizes.
This evolution, guided by the program's insights, has positioned Asili Essential Oils for 
success in intra-African trade. By emphasizing product quality, sustainability, and market 
customization, the company is poised for an expanded market reach and heightened 
competitiveness within the African trade landscape.
The journey of Asili Essential Oils stands as a testament to the transformative power of 
focused learning and strategic reorientation, laying a robust foundation for success in 
navigating the complexities of intra-African trade.