Very Tsonga Movement: How Mashudu Mfomande Turned Culture into a Booming Brand
Very Tsonga Movement: How Mashudu Mfomande Turned Culture into a Booming Brand. Growing up in Limpopo, Mashudu Mfomande experienced culture not as a passing tradition but as a living, breathing force. Inspired by her parents’ entrepreneurial spirit, running spaza shops, a restaurant and a shebeen, Mashudu carried that heritage into adulthood. Her journey led to founding Very Tsonga Movement, a cultural brand that brings Vatsonga heritage into beverages, food, fashion, arts and crafts.
For Mashudu, this brand is more than a business, it’s a movement that unites tradition with modern lifestyle. Her belief that culture can be a powerful business asset is the foundation of everything Very Tsonga Movement does.
Blending Tradition with Innovation
The pivot toward beverages began during the Covid‑19 lockdown. Mashudu had earlier started Mash Wines and Beverages, but restrictions crushed that venture. Rather than quit, she channeled her focus into Very Tsonga Beverages, launching culturally inspired products such as fruit‑flavoured gin and brandy, think crystal, blueberry, citrus and rooibos varieties.
This clear shift was driven by context and creativity. She sensed consumer desire for something both authentic and contemporary. In essence, she crafted a taste of home with a modern twist.
Staying Consistent Builds Momentum
In interviews, Mashudu credits consistency with the brand’s growing presence. She tells The Citizen that consistency in product presentation and marketing drives long‑term recognition. “To make a million you need to start with one” she says.
Her strategy is simple but effective: release products steadily, engage with customers regularly on social media, and continually emphasize quality. Over time, small daily actions added up to loyalty and visibility.
Community and Identity as Core Business Assets
Very Tsonga Movement is not just selling beverages, it is selling pride. The brand’s message resonates across the Vatsonga language and culture, uniting customers who see themselves reflected in the packaging, flavours, and stories.
Mashudu is quick to emphasize that Very Tsonga does not belong to her, it belongs to the people. She positions the brand as a cultural ambassador, “the pride of tribe, province, and a country”. This positioning strengthens emotional connection and builds cultural loyalty.
Using Social Platforms to Engage and Empower
On Instagram, Mashudu, known as @mash_mfomande, regularly posts behind‑the‑scenes content and visuals of product launches under the Very Tsonga banner.
This active storytelling amplifies brand reach and builds transparency. Followers don’t just see a polished commercial product, they see a founder on a mission. This aligns perfectly with today’s market, where purpose beats promotion.
Transforming Challenges into Fuel
The story behind the brand includes a serious setback: during Covid lockdowns, traditional liquor channels were shut. Instead of folding, Mashudu chose to innovate. She refined her product range, rebranded her business, and invested even more in cultural storytelling .
Turning a crisis into opportunity taught her key lessons about agility, adaptation, and the importance of cultural anchors in business continuity.
Building for the Future with Purpose
Her ambitions now include building a dedicated distillery and farm where botanicals would be cultivated specifically for Very Tsonga. This vertical integration will preserve product authenticity, ensure quality control, and provide rural employment, all while cementing the brand’s cultural mission.
It reflects big thinking grounded in community: a distillery will serve as both production hub and tourist destination, creating jobs, preserving culture, and generating revenue.
Takeaway Lessons for Entrepreneurs
- Anchor your brand in culture: A product that resonates personally with your tribe can give you distinct advantage.
- Use setbacks as pivots: When formal liquor channels closed, Mashudu used the moment to refocus and rebrand.
- Be consistent, not flashy: Regular interaction and reliable quality generate long‑term loyalty.
- Tell your story visually: Transparency through social media builds connection and trust.
- Think vertical: Owning your inputs enhances authenticity, quality, and economic impact.
- Be humble and inclusive: Positioning your brand as belonging to a community fosters emotional ownership.
A Movement, Not Just a Beverage
Very Tsonga Movement thrives not just because it makes drinks, it thrives because it makes people feel seen, heard, and proud. What started as an inspired pivot during lockdown has become a powerful example of how culture, entrepreneurship, and resilience can combine to create something bigger than a business.
Mashudu Mfomande’s journey shows that when you root a brand deeply in identity, harness setbacks, and build openly, you create more than followers, you create a movement.
