Steering Change: How Kiara Baijnath Built Her Way Logistics into a Bold New Force in Trucking
Steering Change: How Kiara Baijnath Built Her Way Logistics into a Bold New Force in Trucking. Kiara Baijnath’s fascination with logistics began during childhood, riding along with her grandfather on delivery trips. While most children wouldn’t think twice about a long drive, Kiara was captivated by the movement of goods, the mechanics of trucks, and the rhythm of the road. Years later, that early fascination evolved into something more ambitious, launching her own logistics company.
At just 21 years old, Kiara founded Her Way Logistics, a proudly South African, female-led company aimed at redefining the trucking industry and creating opportunities for women in a space where they are vastly underrepresented.
Building a Brand on Boldness and Purpose
What sets Her Way Logistics apart isn’t just its founder’s age or gender, it’s the brand’s unapologetic identity. Kiara’s fleet of bright pink Volvo FH extra-heavy trucks launched in February 2025, immediately catching attention across South Africa’s busiest transport corridor between Durban and Johannesburg. But the choice of color wasn’t about style, it was about visibility and making a statement that women belong in logistics too.
Each truck is equipped with advanced telematics through Volvo Connect, allowing Kiara to monitor engine performance, fuel efficiency, and driver behavior. By optimizing routes and driving patterns, the company can save up to R100,000 per truck annually, an example of how smart technology choices fuel financial sustainability.
Strategic Marketing and Media Momentum
From the beginning, Kiara understood the power of storytelling. Her Way Logistics leveraged media coverage from outlets like East Coast Radio, SA Trucker, Colin-on-Cars, and kebusy.com to build credibility and brand recognition. Rather than relying on flashy ad campaigns, the company earned its visibility through authentic stories, press releases, and a compelling founding narrative that resonated across industries.
The media attention didn’t just promote the brand, it gave Her Way Logistics instant legitimacy in an industry known for its high barriers to entry.
Empowerment at the Core
Kiara has made it clear that Her Way Logistics is not just about transport, it’s about transformation. One of the brand’s foundational goals is to train and employ female truck drivers, helping to close the gender gap in South Africa’s logistics sector. The company is also committed to promoting road safety, incorporating rigorous training and compliance standards.
This social mission has helped Her Way Logistics stand out in a space where few companies focus on inclusivity and empowerment as part of their operational model. It’s also helped attract support from major partners, including Volvo, who were immediately receptive to her business plan and aligned values.
Challenges and Standing Firm
As with any disruptive brand, Her Way Logistics faced early skepticism. Critics questioned the brand’s focus on women and even cast doubt on Kiara’s ability to lead a logistics company at such a young age. But instead of being derailed, Kiara focused on execution, delivering safe, efficient, and professional transport services backed by reliable data and on-the-ground performance.
Her resilience became part of the brand’s identity. The bold pink trucks symbolized not just a visual shift but a cultural one, a challenge to the status quo and a reminder that women in trucking are no longer the exception.
Expansion with Intention
Her Way Logistics started with five trucks and a focus on the Durban-Johannesburg corridor, but Kiara’s long-term vision is broader. Thanks to scalable systems, advanced fleet management tools, and regional partnerships, the company is structured to expand into other provinces and eventually into neighboring countries via Volvo’s Sub-Saharan network.
This level of planning from day one demonstrates a lesson for all entrepreneurs: design your infrastructure for growth before the demand arrives.
Real Lessons for Aspiring Entrepreneurs
Kiara Baijnath’s journey with Her Way Logistics offers valuable takeaways for entrepreneurs building a brand from scratch:
- Start with a personal story that fuels your brand and builds authenticity.
- Invest in technology early to control costs and scale efficiently.
- Use earned media to gain visibility and build credibility.
- Build a mission-driven business that aligns values with operations.
- Expect resistance, and respond with action and consistency.
- Design your systems for growth, even when starting small.
Driving Forward
Her Way Logistics is more than a logistics company. It’s a movement, led by a young South African woman who saw an opportunity to do things differently and refused to be boxed in by tradition.
For those watching from the outside, Kiara’s story is proof that success in business isn’t about waiting for permission. It’s about knowing your lane, building your vision with clarity, and hitting the road with purpose.
