Turning the Wheel: Inside Mbali Nyawo’s Journey to Building iMbali Tyre Shop

Turning the Wheel: Inside Mbali Nyawo’s Journey to Building iMbali Tyre Shop. In 2021, Mbali Nyawo, a mechanical engineer by training, broke new ground in Soweto by co-founding iMbali Tyre Shop with her brother, Sandile. Located in Orlando East, it stands as the first female-owned tyre fitment centre in Soweto, bringing quality tyre and vehicle services into the township, where such businesses were rarely owned by women. Mbali’s business blends engineering rigour with community insight, offering lessons for founders aiming to innovate in underserved spaces.

Engineering a Business from Purpose and Passion

Mbali’s academic background in mechanical engineering gave her technical credibility. But it was her desire to serve her community, from affordability to convenience, that propelled the brand. She deliberately researched local vehicle types and resident budgets in Orlando East, then built her service model around realistic pricing and accessibility.

Actionable insight: Combine professional expertise with deep local understanding, your service model will be both credible and meaningful.

Challenging Industry Norms with Innovation

The tyre industry is traditionally dominated by men, and most tyre fitment centres were city-based franchises. Mbali disrupted that by launching in Soweto, offering alignment, tyre fitting, brake checks, and more, right in the township, at competitive prices. Her presence challenged stereotypes and brought professional auto services closer to township residents.

Actionable insight: Identify underserved markets and challenge norms, being first in a space builds both brand attention and community loyalty.

Building Trust Through Transparency and Quality

From day one, iMbali set expectations clearly: transparent pricing, visible service processes, and respectful customer interactions. Clients knew what services cost and what they were getting, removing typical distrust often associated with auto services. This transparency earned word-of-mouth referrals across Orlando East.

Actionable insight: Be open and clear, pricing and service transparency foster trust, particularly in sectors where quality is often questioned.

Strategic Growth Rooted in Reputation

Starting with basic tyre services, iMbali gradually expanded offerings and hired local staff. Though small, the team grew to four employees serving daily customers. By relying on consistent service delivery and reputation, iMbali avoided rapid overexpansion but built a resilient local presence.

Actionable insight: Expand at the pace your reputation allows, slow and consistent growth sustains trust and service quality.

Milestones That Drove Momentum

• 2021 – Co-founded iMbali Tyre Shop with Sandile in Orlando East, Soweto
• Recognized as the first female-owned tyre fitment centre in Soweto, a unique and empowering milestone
• Customer base and local referrals expanded through consistent, transparent service

Each milestone served as both credibility marker and brand differentiator.

Actionable insight: Highlight unique ‘firsts’ and credentials, they help your brand stand out in competitive or traditional markets.

Navigating Challenges Through Grit and Clarity

Entering a male-dominated industry came with skepticism. But Mbali’s delivery, rooted in professional training and customer care, quickly changed perceptions. She leveraged social media via Kasi Hustlers TikToks to showcase the business story, helping humanise the brand and normalize female leadership in auto services.

Actionable insight: Use storytelling and digital visibility to challenge stereotypes. Visibility can shift public perception and build inclusive customer bases.

Increasing Visibility and Authentic Connection

Though iMbali didn’t launch with a massive marketing budget, its presence on community-focused platforms and coverage in outlets like Briefly News generated awareness. The narrative around Mbali slaying the male-dominated tyre sector became a powerful branding element.

Actionable insight: Small but strategic media engagement can magnify impact and position your story as inspiration.

Seven Key Lessons from iMbali’s Journey

• Seek authenticity: let your expertise meet community relevance
• Fill gaps overlooked by big industry players
• Build trust through transparent service models
• Scale with reputation, not just ambition
• Celebrate trailblazing identity, especially when breaking norms
• Tell your story through trusted community channels
• Visibility paired with respectful service wins in underserved markets

Final Reflection

iMbali Tyre Shop stands as a shining example of what’s possible when expertise, community insight, and boldness converge. Mbali Nyawo’s story, from university mechanical engineer to Soweto’s first female tyre centre owner, teaches us that real innovation often lives where ordinary people live. Her focus on accessible pricing, integrity, and township-first strategy shows that purposeful service can drive both revenue and reputation.