The Rise of Oumie’s Grandé and Muofhe Ratshikombo’s Atchaar Empire
The Rise of Oumie’s Grandé and Muofhe Ratshikombo’s Atchaar Empire. Muofhe Ratshikombo learned the art of making atchaar, a spicy mango pickle, alongside her grandmother, affectionately known as “Oumie.” This early exposure to traditional food preparation planted the seeds for what would become a thriving agro-processing enterprise: Oumie’s Grandé.
Embracing Heritage and Education
Muofhe’s journey from assisting in her grandmother’s spaza shop to founding her own business was fueled by a deep appreciation for her cultural heritage and a commitment to quality. Recognizing the declining quality of their homemade atchaar, she pursued a degree in Agricultural Development and Extension, equipping herself with the knowledge to improve production methods.
After completing an internship with a major brewing company in 2021, Muofhe saved enough to launch Oumie’s Grandé, named in honor of her grandmother. The business specializes in traditional handmade mango atchaar, offering flavors like hot, garlic, mild, and hot & garlic.
Strategic Growth and Community Impact
Starting from humble beginnings, Oumie’s Grandé has expanded its operations to both Limpopo and Gauteng provinces. The company employs eight permanent staff members and up to 14 seasonal workers, reflecting its commitment to community development and job creation.
To ensure year-round availability of mango atchaar, Muofhe invested in research to overcome the seasonal nature of mango harvesting. This innovation allowed the company to meet customer demand consistently, a critical factor in building a reliable brand.
In 2022, Oumie’s Grandé received funding from the Small Enterprise Development Agency and the National Youth Development Agency, facilitating plans to establish a dedicated factory and reduce reliance on rented spaces.
Marketing and Distribution Strategies
Oumie’s Grandé leverages both traditional and modern marketing channels to reach its audience. The company’s website, oumiesgrande.co.za, provides product information and facilitates online sales. Additionally, products are available at retailers in Gauteng and Limpopo, including Roots Butchery and Premium Biltong.
By maintaining a strong online presence and ensuring product availability in physical stores, Oumie’s Grandé effectively caters to a diverse customer base.
Lessons for Aspiring Entrepreneurs
- Leverage Cultural Heritage: Building a brand rooted in cultural traditions can create a unique market position and foster customer loyalty.
- Invest in Education: Acquiring relevant knowledge and skills is essential for improving product quality and business operations.
- Innovate to Overcome Challenges: Addressing seasonal production issues through research can lead to consistent product availability and customer satisfaction.
- Seek Support and Funding: Utilizing available resources and funding opportunities can accelerate business growth and infrastructure development.
- Balance Online and Offline Presence: Combining digital platforms with physical retail distribution expands market reach and accessibility.
A Vision for the Future
Muofhe Ratshikombo envisions Oumie’s Grandé as a global leader in agro-processing, committed to sustainable agricultural practices and community empowerment. Her dedication to preserving cultural heritage while embracing innovation serves as an inspiration to aspiring entrepreneurs across South Africa and beyond.
